A Report on the Wireless Broadband Explosion in Australia: Covering the Competitive Landscape, Innovators & Key Technologies
DUBLIN, Ireland--(Business Wire)--
Research and Markets
(http://www.researchandmarkets.com/research/17f6f0/2008_australia_m)
has announced the addition of the "2008 Australia - Mobile Data and
Content - The Wireless Broadband Explosion" report to their offering.
For those needing high level strategic analysis and forecasts of
Australia's mobile data and content markets, as the market moves
towards wireless broadband, this report identifies business
opportunities, points out the hype and the pitfalls, and will be of
assistance in making the right business decisions. It provides
essential reading and gives in-depth information on:
- Competitive information on the market, the industry and the
players;
- Overview of the real innovators in this market and what are they
offering;
- Mobile data revenues, forecasts and analyses;
- SMS statistics and forecasts; and Premium Rate SMS;
- Examination of HSDPA and LTE technologies;
- Overview of mobile TV and m-commerce;
- Telemetry, location services and RFID;
- Mobile radio market;
- Wireless mobility market;
- Mobile media - products and services analyses.
Market shift from voice to data
Mobile data traffic is soaring. This is due to the capped mobile
data services now on offer in the market by Optus (Virgin Mobile),
Vodafone and Hutchison '3'. By far the largest growth market will be
in mobile email. With the benefit of uncapped prices customers will
check their web mail more frequently and this will begin to effect SMS
usage. Slowly but surely prices are coming down and opening up new
mass markets.
In 2009 mobile broadband revenues could start to challenge SMS
revenues and could reach the $1.5 billion threshold (this includes the
hardware such as data cards, etc). Within this figure, we do include
mobile media services such as ringtones, music, games, etc. The value
of that segment has been growing very slowly over the last decade and
within a year, the operators are already generating more revenue from
basic mobile wireless access than they are from their mobile media
portals.
Currently this is predominantly complementary revenue for the
mobile operators; however it is expected that over time this will
balance out when the mass market starts to kick in. By that time this
revenue will change from complimentary to substitution. Also broadband
is less developed in Australia than in other developed countries. Thus
there is a relatively better business case for mobile broadband in
Australia than in other countries.
However, wireless mobile is still a very small proportion of this
mobile data. We estimated that in 2008 this was around 5% of this
market. We also remain sceptical about predictions that wireless
broadband could take over from fixed broadband over the next one to
two years. Although prices have fallen over the last two years, this
service still remains too expensive for the majority of the
residential market. It certainly is taking off amongst the business
market and the top-end of the residential market, particularly among
professional people.
Also, it won't be until IP-based Next Generation Mobile, based on
more spectrum, becomes available, before we start seeing the
development of mass market wireless broadband. While some relief is
expected when Long-term evolution technologies become available, 4G
which would have the bandwidth and the IP efficiencies is not expected
until 2012-2015.
Key highlights:
- The author remains puzzled and bewildered about the hype
surrounding the iPhone, although it is currently no mass market
product, nor is it likely to be in the foreseeable future. However,
what Apple is teaching the industry, is that more marketing is needed
to get this market moving.
- The question remains as to whether HSDPA will ever reach its
true mass market potential, or will LTE and later on 4G take that
position in 2010-2012 and beyond. A rapid deployment of low cost data
access packages will propel HSDPA right in front the debate. HSUPA+
and LTE have already started to arrive on the horizon.
- The mobile radio market is set to boom. Motorola is making good
progress with the rollout of its Zeon Digital based network in NSW,
Queensland and Victoria, which is based on the TETRA standard.
- Telstra's Next G network is certainly one of the global mobile
success stories. Not only has its rapid rollout been incredible, but
also the way that it has serviced the market has been very successful.
- The new market of broadband 'mobility' will further develop in
an all-IP network infrastructure, linked to fixed and mobile personal
devices, with high storage capacity and parallel processing. Data will
move freely around this wireless grid, which of course, will also be
linked into the fixed network.
- A big growth market for mobile broadband will be IP Telemetry.
One of the reasons for the request for more spectrum is the rapid
growth in wireless machine-to-machine communications. This is seen as
the fastest growing industry over the next decade. It is also fuelling
the IPV6 debate as all these billions of devices will need an IP
address. It is expected that WiMAX will play a significant role in
this market.
- There has been an enormous amount of hype about mobile TV but
the reality is that very few people are prepared to pay the prices
that the operators are charging for the service. The current
technology, and more importantly its business models, don't yet stack
up.
- As we have been predicting for some time, the PSMS market has
begun to falter. The high cost of access has been a constant limiting
factor for their further development. With capped mobile data prices
we see a very rapid changeover from PSMS to off-deck services.
- Key companies in the mobile advertising market are Blue Freeway,
destra, Hyro, belong, Photon and Premium TV.
- Data in this report is the latest available at the time of
preparation and may not be for the current year.
Key Topics Covered:
- The Market in 2008
- Forecasts and Market Issues
- HSDPA
- SMS - Stats and Forecasts
- Mobile TV
- M-Commerce
- Telemetry, Location Services, RFID
- Mobile Radio Market
- Wireless Mobility Market Overview
- Mobile Media
- List of Tables
- List of Exhibits
Companies Mentioned:
- BigPond
- Ericsson
- Hutchison
- Motorola
- Optus
- Telstra
- Vodafone
For more information visit
http://www.researchandmarkets.com/research/17f6f0/2008_australia_m
Research and Markets
Laura Wood, Senior Manager
Fax from USA: 646-607-1907
Fax from rest of the world: +353-1-481-1716
press@researchandmarkets.com
Copyright Business Wire 2008
