Abstract: Households increasingly rely on digital services, with telecoms hardware and service prices falling relative to the general price level for over a decade. Despite this, spending on communication services has risen, reflecting their growing importance. This report analyses the fixed broadband strategies used by service providers to attract consumers. NBN pricing is a key determinant of retail price; recent NBN wholesale price changes have reordered the market. This report summarises how retail service providers have responded, and which customer acquisition strategies they are favouring. Future disruption may come from NBN Co, fixed wireless providers, regulatory changes, and the emergence of new retail competitors.