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Telstra In the 1990 s, the Australian telecommunications industry has undertaken one of the most dramatic changes in its history. For the very first time, Australians are no longer forced to contend with Telstra's monopoly in telecommunication services. With the deregulation of the industry in 1992 and again in 1997, the Australian Government has allowed new and experienced international players to come and take part in this growing market. The mobile sector is perhaps the most competitive area of the Australian telecommunications market with one analogue AMPS network and 3 GSM operators, as well as numerous air time re-sellers. During 1997, the mobile market grew by 22 % with on average 83, 000 new users each month. Due to the phenomenal rate of growth, the market is considered to be the major money-spinner for the telecommunications industry, well into the next millennium.
The total revenue from mobile telecommunications in Australia in 1997 is estimated at around $ 3 billion. Further growth is expected with industry commentators predicting that between six and eight million mobile phones will be in use in Australia by 2000. The mobile sector provides the foundation of Telstra business, representing about half of its annual revenues of $ 2. 5 billion. The balance is in long-distance calls, selected local calls, business network services and pay television. The goal of Telstra Mobile is to provide cost-effective telecommunication services. This is to be achieved through the provision of sophisticated mobile phone products, availability of a wide range of pricing plans and mobile phone packages to suit every individual s needs.
Despite Government policy to close down the analogue network by the year 2000, there are still well over 2 million users in late 1997, representing about 75 % of the market (worth $ 2. 5 billion). The future core of Telstra Mobile business, however, lies within the digital network, with 66 % of all new mobile sales being digital. As of November 1997, Telstra has 37 % share of the mobile digital market in Australia. Over the years, Telstra has invested $ 1. 3 billion in its digital mobile phone network and is planning to double its investment to enhance the quality of its coverage. Telstra revenue in the market grew by 23 % to $ 652 million, as compared to Optus 6 % over the same period. Telstra Mobile customers are divided into three broad segments residential, Small and Medium Business (SMB), and Corporate.
The residential market has been the fastest growing segment, accounting for over 8
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