Understanding Consumers' Expectations of Mobile Data Services in Australia

The Australian mobile telecommunication industry has experienced a significant growth in the last few years. However, mobile data services which have the potential to increase the industry revenue significantly have not been used widely as predicted. At this stage, few studies have been conducted to explore the use of mobile data services in Australia. To better understand mobile phone users' expectations regarding mobile data services, this study explores the current use of mobile data services in Australia through a survey study. The findings indicate that there has been a positive trend towards a wider use of mobile data services in Australia. Price, usefulness and immediate availability of the services have been identified as important factors that can further encourage the use of mobile data services in Australia.