The paper "Internet Access in Australia" is a perfect example of a marketing case study. The internet has evolved a lot in the last two decades, such that it is becoming an integral component and a requisite for every organization. Internet access in Australia was first availed to universities in 1989 via AARNet, which was the foundation of commercial dial-up ISPs (Internet Service Providers). Internet access in Australia has undergone various changes and developments, that at present, various facets of internet access in Australia have changed, ranging from the technologies implemented to the internet service providers.
Australian internet connectivity has diverse unique features, based on Australia’ s distant geographic location from other countries, sparse population and Australia’ s large size. The country, therefore, requires a significant amount of infrastructure for Internet communications. The current internet access in Australia is a function of diverse factors. There are several players, and the technology has been steadily advancing, whiles the competitive environment, and has been strategically shifting such that there is the emergence of new players in the Australian marketing environment, Grassley, (2004). The demand for internet services has been growing rapidly, while the applications of the internet have expanded in line with the accelerating access speeds, and innovations.
The internet access market has been driven by the increasing use of the internet such as social networks, more sophisticated applications, online entertainment, electronic commerce and online banking. The market is also wide and dynamic driven by increased participation of the populace in the online environment. Internet usage in Australia has more than 88% of people and 95% of small businesses daily using the internet daily. 22 percent of the subscribers are government and business sectors while household internet users account for 78%.
In the country, the market experienced 5% growth in 2010, to a volume of 7.5 million users. The sales generated by the internet service in Australia have been rising steadily, with the industry expected to generate $6.1 billion in revenue, in the year 2010-11, while it is projected to reach $10.6 billion, by 2015. There are various companies competing in internet service provision to consumers, business and government, which has realized a growth in data volume. The competitive environment has experienced changes with the number of ISP’ s reducing by twelve per cent due to consolidation.
The competitive environment has been significantly altered by the emergence of the National Broadband Network (NBN) project. The main competitors are four main ISP’ s in Australia, with Telstra through BigPond, being the main player; others are Optus, iiNet, and TPG. According to December 2010, statistics there were approximately 8.2 million internet subscribers using mobile phone handsets and 10.4 million active internet subscribers using fixed and mobile wireless services. In the year 2010, the number of wireless subscribers increased by forty-nine percent, while mobile phone handset and fixed-line subscribers also increased.
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