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11 Introduction The mobile telecommunications industry in Australia has grown rapidly The mobile penetration rate as at February 2002 was approximately 62 per cent which represented more than 12 million mobile customers in Australia vodafonecomau 2003 And according to the Australia Telecommunications Industry Reports did by BuddeComm 2003 the services market will increase by 6 this year and a similar growth is predicted for 2004 this resonates the fact that mobile phone services in Australia is highly competitive and stilling growing fast This paper is written intended to obtain a better understanding as well as to analysis the current situation of our selected brand Vodafone Australia 12 Company Overview Wholly owned by UK-based Vodafone Group Vodafone Australia is the third largest mobile carrier in Australia after Telstra and Cable and Wireless Optus Singtel It was awarded the third Australian mobile telecommunications carrier licence in December 1992 In September 1993 the company began providing GSM mobile telecommunication services with network coverage in Sydney Melbourne and Canberra By March 1994 the mobile network was extended to the cities of Brisbane Adelaide and Perth Vodafone Australia operates a GSM digital mobile network that covers 92 per cent of the Australian population Vodafones Globalstar satellite service launched in May 2000 offers 100 per cent geographic coverage of Australia with an integrated GSMsatellite handset The company offers GPRS General Packet Radio Services on the network to its customers and continues to upgrade its network to allow the company to deliver mobile Internet services at data transmission speeds which are significantly faster than the existing GSM networks can deliver In March 2001 the company bid 2535 million to secure a national licence of 2 GHz spectrum for the delivery of third generation 3G mobile telephony services Vodafone Australia has more than 2 million customers which is approximately an 18 per cent share of the Australian mobile market 2 Positioning Statement Vodafone
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