TABLE OF CONTENTS With a penetration level above 80% the Australian mobile environment is maturing fast, and with over 16 million mobile subscribers Australia is a strong market to tap into. It is estimated that around 90% of the adult population of Australia now has a mobile phone.
| 2004 | ||
|---|---|---|
| Millions | Penetration | |
| Mobile subscribers | 16.5 | 83% |
| Fixed lines |
|
|
| Telstra (http://www.telstra.com) | Optus (http://www.optus.com) | Vodafone (http://www.vodafone.com.au) | Hutchison (Orange) (http://www.hutchison.com.au) | |
|---|---|---|---|---|
| Main shareholders | 50.1% government | 100% Singtel | 100% Vodafone | 57.82% Hutchison Whampoo, 12.52% Leanrose, Public |
| Launch date | 1993 | 1993 | 1993 | 2000 |
| 2004 Market share (million users) | 7.5 | 5.9 | 2.7 | 0.8 |
| 2004 Monthly ARPU | 45 | 53 | 51 |
|
| Place in market | Average price | |
|---|---|---|
| Colour logos | 3 | 4 |
| Black and white logos | 3 | 2 |
| Monophonic ring tones | 1 | 3 |
| Polyphonic ring tones | 1 | 5 |
| Java games | 6 | 5 |
| Quizzes |
|
|
| Chat services | 5 | 3 |
| Mobile voting |
| 0.55 (this is the maximum per premium SMS) |
| General information services | 2 |
|
| Adult content | 4 |
|
| Telstra | Optus | Vodafone | |
|---|---|---|---|
| Premium SMS (PSMS) | |||
| Type of PSMS | Premium MO, premium MT | Premium MO, premium MT | Premium MO, premium MT |
| End user price inc. VAT (A$) | 0.25 6.60 | 0.25 15.00 | 0.25 6.60 MO,.25 10.00 MT |
| Number of digits allowed in shortcode | 6 or 8 | 6 or 8 | 6 or 8 |
