Vodafone’s 9% residential fixed line market share will increase to a substantial 25%, while their home internet market share will increase from 11% to 26% according to Roy Morgan Research.
Telecommunication Brand Share
Source: Roy Morgan Single Source, New Zealanders aged 14+, May 2011 - April 2012 (n=11,832).
The biggest regional gain for Vodafone in the internet market will be in Wellington, where TelstraClear has traditionally had a large market share (32%). Vodafone’s acquisition of TelstraClear now allows them to edge ahead of Telecom in this region (37% market share versus 35% for Telecom). Similarly, the buyout will also benefit Vodafone in the Canterbury region, where they will have a combined market share of 33% (though still shy of Telecom’s 40%).
Internet Market Share by Region
Source: Roy Morgan Single Source, New Zealanders aged 14+ and have home internet connection, May 2011 – April 2012, n=9,754.
Vodafone’s acquisition of TelstraClear shows comparable regional effects in the fixed line market, which will result in a 43% market share in Wellington and 36% market share in Canterbury.
Fixed Line Market Share by Region
Source: Roy Morgan Single Source, New Zealanders aged 14+ and have a fixed line, May 2011 – April 2012, n=11,832.
Pip Elliott, General Manager (New Zealand), Roy Morgan Research says:
“Vodafone’s announcement to buy out TelstraClear will place considerable pressure on Telecom in the residential internet and fixed line markets across New Zealand. The region where this pressure is most notable is in and around Wellington and Canterbury, where TelstraClear has traditionally had a significant market share.
“For years, Vodafone has been very competitive in the mobile phone market across New Zealand, but has struggled in the internet and fixed line markets. Nevertheless, the acquisition of TelstraClear will allow Vodafone to offer their mobile customers (as well as TelstraClear customers) a complete telecommunications package.
“Any buyout relies critically on retaining the most valuable customers. No doubt Telecom and all of the competition will be targeting the newly acquired TelstraClear customers.
"Roy Morgan’s detailed data provides rich profiles of these customers, their demographics, their values, attitudes and priorities, technology engagement and media usage.”
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