Australian Prepaid Calling Card Market
Posted on March 9, 2008
According to the AC Nielsen 2002 Convenience Report, Prepaid International phone card is the fastest growing category by far, with an annual growth rate of 60%. New technologies and products mean the category is more accurately called PREPAID TELECOMS - everything from the familiar plastic phone cards to electronic vouchers for prepaid internet. The main products are international calling cards and mobile phone recharge cards and vouchers.
The Australian total prepaid cards market is valued at $1.5 billion (and 5 million customers), and is expected to increase to between $3 billion and $4 billion over the next few years. Over 80% of the market is mobile recharge, nearly 15% phone cards, and the rest prepaid internet, still in its infancy.
Total global sales of prepaid calling cards is about 2 million per month, of which 150,000 are sold in Australia. This is on a steep growth curve. In the past, international calling cards were mainly used by backpackers and other travellers. With nearly 25% of the Australian population born overseas, the potential to make inroads into the $2 billion long-distance home market is enormous. Suppliers are responding to the increased general awareness of consumers of the potential to control their budget, lower costs, and choose from a wide range of products and features, without sacrificing service quality.
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