Australian MVNOs have reached a market share of 13% nationwide, as competitive MNO offerings now appeal to value conscious customers
New network technologies and the commoditised mobile industry are increasing the competitive intensity
Differentiation and cross selling will become increasingly important for MVNOs to build and retain market share
The Australian mobile market has long been dominated by just three Mobile Network Operators (MNOs) – Telstra, Optus and Vodafone Australia (VHA). The entry of Virgin Mobile in 2000 as Australia’s first Mobile Virtual Network Operator (MVNO) increased the competitive intensity in what was otherwise a consolidated mobile market. However, the growth path for Australian MVNOs has been long and hard. After almost 20 years, MVNOs account for 13% of subscribers (handset only) in the Australian mobile market, though over 20% in major metro areas.
Current market landscape
MVNO forecasts – are they growing?
MVNO competition is strong in metro areas and likely to get stronger
Amaysim is leading but new players are emerging
MNO share of the MVNO market
Opportunities and Threats for MVNOs
Bundled offers & cross selling
MVNO access to 5G
5G and network slicing
List of charts/tables
Figure 1. Cross section of MVNOs in the Australian mobile market