Wednesday, 22 July 2015 17:29

Optus takes it up to Telstra in post-paid phone market Featured

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Optus takes it up to Telstra in post-paid phone market Image courtesy of Stuart Miles, freedigitalphotos.net/images

Telstra, the dominant player in the phone market, is not having it all its own way in the battle for marketshare supremacy against major competitors Optus and Vodafone.

That’s particularly so in the post-paid market, where Telstra’s share of the market is being seriously challenged by Optus with its offering of competitive plans on the Samsung Galaxy S6 and S6 Edge smartphones.

Latest research on smartphone penetration in Australia by Kantar Worldpanel ComTech shows Optus has achieved significant share gains in the post-paid market, grabbing new users from Telstra.

According to the research, 40% of all Samsung Galaxy S6/ S6 Edge devices bought in the 3 months to June this year are connected to the Optus network, with 92% of them on a contract.

Kantar – describing Optus as the “star performer” in post-paid - says adoption of these devices with Optus is largely by males aged 20-35, and customer gains for Optus in the post-paid market are “largely from Telstra, driven by the desire for a special handset deal, larger data packages and cheaper calls/sms.”

In its smartphone market report Kantar reveals that overall smartphone penetration is up to 78.3%, +0.8%pts compared to last quarter (March) and +5.5%pts compared to the same period last year.

And, the post-paid segment now makes up 56.2% of the total mobile phone customer base, with a third of mobile phone subscribers choosing prepaid and the rest on a no-contract tariff which makes up 10.7%, up +1.2%pts since last quarter.

Despite the Optus success in the post-paid segment, Kantar’s research shows that Telstra’s share of the overall smartphone market remains stable and the big telco is more than holding its own in the prepaid market – “where customers are generally switching from Optus – these churners tend to be males aged under 35.”  

On Vodafone, Kantar says marketshare recovery continues, with its share increasing year on year in the prepaid market and, “to some extent, in the larger post-paid sector, driven by an increased NPS and satisfaction rating among Vodafone customers.”

Kantar says Vodafone’s efforts in improving network performance were reflected in a lower level of customer churn from VHA for network reasons over the past 12 months, while new Vodafone customers have largely come from MVNOs such as Lebara and Aldi, “with these churners typically males aged 50 to 60, switching from prepaid to post-paid.”

Kantar : Australian Mobile Phone Owners aged 16+: Carrier Share (%)

(Primary Mobile Only)

 

Total Market

 

Prepaid Market

 

Postpaid Market

 

No Contract

 

Jun-14

Jun-15

Jun-14

Jun-15

Jun-14

Jun-15

Jun-14

Jun-15

Share%

 

 

36.8

33.0

63.2

56.3

n/a

10.7

Telstra

40.2

40.2

37.0

40.1

42.1

42.5

-

29.0

Optus

20.9

21.4

21.9

20.3

20.3

22.8

-

17.9

VHA*

   Vodafone

16.7

15.3

15.7

15.3

15.1

14.5

15.4

15.1

17.6

15.8

16.5

16.0

-

-

12.0

12.0

Virgin

6.5

6.4

5.8

5.5

7.0

6.6

-

7.9

Amaysim

3.7

3.8

7.3

6.7

1.7

1.2

-

8.3

Aldi

1.6

1.8

3.9

4.3

-

-

-

1.2

TPG

2.8

2.7

2.0

1.3

3.3

2.5

-

8.4

Other MVNOs

7.5

8.0

6.8

6.4

8.1

8.0

-

15.3

*Total VHA figure includes Crazy Johns and 3       

 


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Peter Dinham

Peter Dinham - retired in 2020. He is a veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

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