‘Belong’ launch set to shake up mobile category

Original article by Roy Morgan Research
Market Research Update – Page: Online : 9-Oct-17

Telstra subsidiary Belong has launched its new mobile phone service, and the low-cost brand is set to intensify competition in the 20 million-plus Australian mobile phone market. A Roy Morgan Single Source survey shows that an estimated 170,000 Australians aged 14+ already use Belong’s fixed broadband service. These customers are a natural first target for the new mobile phone service – deeper analysis of these customers shows that 33% currently have their mobile phone service with Vodafone. In contrast, Vodafone’s share of the mobile phone market is only 17%. Likewise, only 25% of Belong’s broadband customers have a Telstra mobile phone contract, compared to Telstra’s wider mobile market share of 43%.

CORPORATES
ROY MORGAN RESEARCH LIMITED, BELONG PTY LTD, TELSTRA CORPORATION LIMITED – ASX TLS, VODAFONE AUSTRALIA LIMITED, SINGTEL OPTUS PTY LTD, AMAYSIM AUSTRALIA LIMITED – ASX AYS

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