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‘Vodafail’ Now Tops With CBD Workers

Vodafone who were often refered to as ‘Vodafail’ has beaten out both Optus and Telstra in the popularity stakes in Sydney’s CBD.

The carrier recently opened a  new Vodafone store next to the Optus Flagship store and nearby Telstra store in Sydney.

Telstra dominates the mobile phone market across Australia, however Vodafone remains the top mobile phone provider among workers in the Sydney CBD, followed by Telstra, Optus, and a group of smaller phone providers.

Last month, Vodafone held 31.9% of the market among Sydney CBD workers, which is down from 32.7% this same time last year. Which is still higher than Telstra at 28.3% and Optus at 24.4%.

All three major phone companies have shown a decline over the last 12 months. Smaller phone networks combined now account for 19.9% which is rising compared to the others. These gains are a direct result from increased share from Virgin and TPG.

Mobile phone providers share of the Sydney CBD workers is very different than their national numbers. Nationally Telstra dominates with 43.2%, followed by Optus at 24.7%, and Vodafone at 17.3%, other smaller companies are at 17.1%.

Norman Morris, Industry Communications Director, Roy Morgan explained how strong competition is between each phone provider among Sydney CBD workers.

“The mobile phone market among Sydney CBD workers is significant, with an annual turnover estimated at $373 million, across 520,000 consumers. Competition is very strong, with the major three players much closer in market share than they are for Australia overall. This is highlighted by the fact that the new Vodafone Flagship store has opened beside Optus and over the road from Telstra. Currently Vodafone is the market leader, most likely in part due to its larger share of Sydney CBD outlets.”

“While the three major players dominate the Sydney CBD with 84.6% share, it is important to note that this is down from 90.1% 12 months ago. Over this period, the smaller players have increased their share from 14.6% to 19.4%, indicating that competition goes beyond the big three.”



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