Telecommunication Industry Report: Australia's Service Analysis

This report examines the telecommunication industry, focusing on the Australian market. It highlights the industry's growth drivers, including the adoption of optical fibers and digitalization. The report analyzes the service marketing strategies (4Ps: Product, Place, Promotion, Pricing) of major providers like Vodafone, Telstra, and Optus, detailing their offerings and promotional methods. It also addresses worst practices, such as customer complaints related to billing and expectations, and their impact on consumer behavior. The report concludes with an overview of overall customer satisfaction levels within the Australian telecommunication industry, citing statistics from 2016. The document provides valuable insights into the industry's dynamics, challenges, and customer experiences.

Running head: TELECOMMUNICATION INDUSTRY
Telecommunication Industry
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TELECOMMUNICATION INDUSTRY
The increasing use of modern technology and the rapid growing market competition are
the two primary factors that are responsible for the growth and expansion of the
telecommunication industry. One of the unique characteristics of telecommunication industry is
that it uses optical fibers as a medium of transmission of data instead of using twisted pair or
coaxial cables (Ziemann et al. 2013). Secondly, the use of ISDN or Inter Services Digital
Network is making the industry an entirely digitalized system and is enhancing the quality as
well as speed of the digital communication. Thirdly, the telecommunication industry transfers
high data connection and volume through high speed line. For short transfers, the low data
volume and usually a fixed length of the message along with small number of dialog cycles are
been performed.
Best and worst service practices within the telecommunication industry
The major telecom service providers in Australia are Vodafone, Testra and Optus
(Beltran 2014).
The 4p of service marketing (Best Practices)
Product The three major telecommunication service providers of
Australia provide more than 30 different services to their
customers individually. The primary products and services
include digital television internet services, fixed line and
mobile telephony and branded handsets. These are the
most used and most vital services that every man in the
current era needs in order to ensure smooth flowing of his

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daily activities.
Place In order to ensure that the customers are easily getting
access to their services and products, Vodafone, Telstra
and Optus opened up several customer care touch points as
well as linked with several distributers in the city. These
are helping in the availability of the products for the
customers
Promotion Each of the service providers uses very easy and efficient
promotional methods in order to reach their target
customers. They make use of posters, hoardings,
television, print media and posters etc. With the same, the
promotional activities are very eye catching and
interesting. For example, the VAS services of the
Vodafone Australia are promoted by making use of zoozoo
advertisements (Desai 2013). Furthermore, each of their
websites consists of downloadable videos, wallpapers,
ringtones etc., which allows the customers to spread the
messages all around.
Pricing The prices vary differently for different kinds of products
and services and that too at a very affordable range. The
common people do not need to dig up their pockets in
order to get entertained and connect with their dear ones.

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TELECOMMUNICATION INDUSTRY
Worst Practices:
It has been found out from the recent survey that the telecommunication industry of
Australia (telco) was undergoing through high level of customer complaints. The root causes of
the complaints were the unrealistic consumer expectation, due to the quality of the information
available for the customers pre-scale and because of receiving unexpectedly high amount of bills
by the customers. This has resulted in influencing the behavior of the consumers such as choice
overload, defaults, endowment, heuristics, framing biases and hyperbolic discounting.
Overall customer satisfaction:
The overall customer satisfaction with the provided service of the Australian
telecommunication industry continues to be high, i.e., 66% as of 2016 (Kim, Kim and Wachter
2013). One in every four customers are reportedly very satisfied and two in every five are
satisfied according to the survey conducted in 2016. However, 14% of the customers are
dissatisfied with the services in some or the other way.

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References:
Beltrán, F., 2014. Fibre-to-the-home, high-speed and national broadband plans: Tales from
Down Under. Telecommunications Policy, 38(8-9), pp.715-729.
Desai, M.K., 2013. Indian Media Histories of Last Two Decades: Story of Innovations. Journal
of Global Communication, 6(1), pp.44-50.
Kim, Y.H., Kim, D.J. and Wachter, K., 2013. A study of mobile user engagement (MoEN):
Engagement motivations, perceived value, satisfaction, and continued engagement
intention. Decision Support Systems, 56, pp.361-370.
Ziemann, O., Krauser, J., Zamzow, P.E. and Daum, W., 2013. POF-polymer optical fibers for
data communication. Springer Science & Business Media.