Australians’ laser focus on saving money represents an opportunity for brand adjacent mobile services to really make their mark, Fastter’s Damien Hansen writes
Although mature and saturated it may once have seemed, Australia’s mobile market is anything but static. More big brands are starting to step in to the space and cost-conscious consumers are embracing the flexibility and value they’re able to deliver. How quickly – and effectively – the legacy providers respond to these upstarts eating their lunch is the $64 million question but there’s no denying the size of the opportunity, for non-traditional service providers to gain mind and market share.
Watch this space, as these seven telco trends gain traction over the next 12 months.
Gigabytes are the new gold
Data will emerge as a loyalty currency and it’s not just about giving away a few or discounting roaming packs for travel insurance customers (although, yes, that’s coming too, especially from niche insurance brands targeting digital nomads). In 2025, customers will earn gigabytes through purchases or redeem loyalty points for data rewards. This transformation will see connectivity shift from a commodity to a meaningful benefit.
Mobile data will become another lever fostering deeper engagement and encouraging customers to stick with their preferred brands for the long haul.
One-size-fits-all is so last year
Hyper-personalisation will come to the forefront, with branded MVNOs using advanced analytics to offer deeply tailored plans and extras unique to each customer. This shift will allow brands to stand out in an increasingly competitive landscape.
Collaboration will be key: imagine partnerships between a supermarket and a petrol station offering personalised discounts to mobile customers based on their location or habits. For businesses, the aim is to keep customers in their ecosystem longer, delivering bespoke value that makes switching far less attractive.
Australians vs. the “big telco hustle”
The big three network carriers’ data allowance strategies will come under scrutiny as more Australians realise they’re paying for inflated data allowances they’ll never use.
These “data dump” plans are designed to justify higher price points while driving down the cost per gigabyte but the average Aussie isn’t fooled.
Enter branded mobile networks with right-sized plans: they’ll emphasise fairness, transparency, and value at price points comfortably below the incumbents.
By addressing this growing consumer awareness, branded mobile providers will carve out a space as the ethical, cost-conscious alternative.
Loyalty-first, not SKU-first
In 2025, branded MVNOs will move beyond being just another product line. Instead, businesses will fully integrate mobile offerings into their loyalty strategies, using them to drive up ARPU (average revenue per user) and increase the number of products per customer.
Banks, insurers, and utility companies will bundle mobile plans with their core services, creating packages that enhance customer lifetime value. It’s a loyalty game-changer: connectivity will become the glue that binds customers to their brand.
Embedded connectivity becomes the norm
Branded mobile will take its place at the heart of the Internet of Things (IoT), embedding connectivity directly into smartwatches, vehicles, and home devices. This approach turns mobile connectivity into an invisible, embedded lifestyle service. For brands, it’s the ultimate win, ensuring their presence is felt in the everyday lives of their customers.
Gym-telco tag teams
Subscription bundling will reach new heights in 2025. While combining mobile plans with streaming subscriptions is old news, expect to see gyms stepping into the ring.
They’ll take serious steps towards bundling mobile plans with memberships; creating compelling offerings that encourage members to stay signed up for longer. It’s a clever play: combining health and connectivity gives members cost-saving benefits and another reason not to throw in their sweat towels.
Gamification: the telco twist
Why just “use” your mobile plan when you can play with it? Gamification will shake up customer engagement, allowing users to earn data or rewards by completing challenges, participating in campaigns or even spinning a prize wheel. Call it the “Temufication” of telco but we’re not talking bargain-basement prices here. Instead, gamified experiences will encourage frequent interactions, rewarding customers with perks that deepen loyalty.
And when AI flags a customer at risk of churning? Enter gamification: think spin-to-win incentives offering free upgrades, bonus gigabytes, or prizes designed to keep you loyal. It’s a smart, interactive way to turn churn into cheer.
Keep up to date with our stories on LinkedIn, Twitter, Facebook and Instagram.
Australians’ laser focus on saving money represents an opportunity for brand adjacent mobile services to really make their mark, Fastter’s Damien Hansen writes Expert, Brand, Loyalty Dynamic Business
