Australian MVNO market overview – no longer just about price

MVNOs must pivot to cross-selling and network slicing to sustain growth as MNOs target value-conscious segments.

Vinay Chhoda · Venture Insights24 July 2019Period: July 20198 min read

Last updated 10 June 2026

13%↑

MVNO national handset market share

3.2m↑

Total MVNO subscribers in Australia (2018)

Locked

+2more stats

Companies covered:TelstraOptusVodafoneAmaysimTPGDodoAldi MobileLebaraWoolworthsKoganLycamobileBoost MobileOVO MobileNu MobileMacquarie GroupVirgin Mobile

Abstract

This report analyses the Australian Mobile Virtual Network Operator (MVNO) market, which has grown from 1.5 million subscribers in 2010 to 3.2 million in 2018. While MVNOs hold a 13% national market share, their penetration exceeds 20% in major metropolitan areas. The analysis explores how players like Amaysim, Kogan, and Woolworths are diversifying beyond price-based competition into bundled energy, insurance, and refurbished device offerings to combat margin compression and prepare for the 5G transition.

Key Takeaways

MVNOs reached a 13% national market share in 2018, with penetration exceeding 20% in metropolitan areas.
Subscriber numbers doubled from 1.5 million in 2010 to 3.2 million in 2018, representing a 10% CAGR.
Amaysim dominates the MVNO landscape with a 36% share, followed by TPG at 13%.

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Frequently Asked Questions

Yes. MVNO subscribers grew at a 10% CAGR between 2011 and 2018, significantly outpacing the 0.9% CAGR of MNO handset subscribers over the same period. The segment has reached 3.2 million total subscribers, representing a 13% national market share.

Optus dominates the wholesale mobile subscriber market with a 59% share as of 2018. Telstra holds the second position with a 30% share of the wholesale market.

Operators are shifting away from pure price competition toward bundling adjacent services like energy and insurance. Players such as Boost Mobile and Nu Mobile are also diversifying revenue streams by introducing refurbished handsets to the market.

The MVNO market share is forecasted to reach 15% by 2021. Consumer appetite remains high, with 39.4% of respondents who plan to change providers stating they would select an MVNO.

Australian MVNO market overview – no longer just about price

Abstract

Key Takeaways

Frequently Asked Questions

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