3G in Australia: handset-based content and data services

Publication Date	December 2008
Publisher	Ovum
Product Type	Report
Pages	17
ISBN Number	not applicable
Product Code	OVM00668

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Summary

Following rapid adoption of 3G in Australia, the industry is now entering an age of mass-market mobile content and data services. This report provides an update on the status and future direction of mobile content & data services and operator strategies.

Content

Executive summary
- In a nutshell
- Key messages
Market overview
- Mobile data and content are set to grow
- Who wants to be an ISP?
- Internet services and brands capture mobile users
- Where does operator-owned content fit in?
- Higher-end handset adoption fuels growth
Operator data and content revenues
- Growing data revenues
- Non-SMS data as a percentage of mobile service revenue
Mobile data pricing
- Pricing for data on handsets
- Handset data should be a priority for operators
Operator-specific content and service areas
- Operators must have focus
- Advertising support
- Exclusive sports content
- Information-based services
- Music
- Mobile TV
- Other 3G services
Operators' mobile content strategies
- Telstra
- Optus
- 3
List of Tables
- Table 1: Operators' handset data costs
- Table 2: Telstra services
- Table 3: Exclusive sport content agreements by operator
List of Figures
- Figure 1: Data as a percentage of mobile service revenue by operator
- Figure 2: Non-SMS data as a percentage of mobile service revenue by operator
- Figure 3: Telstra mobile TV network traffic during 2008 Olympic games