More New Zealanders are making the switch to the super-fast
4G mobile network and as the coverage areas increase, the way
we are using our smart devices is also changing.
Last week, 2degrees flicked the switch on its 4G mobile
internet network in central Auckland with 72 sites going
live, while Vodafone quietly launched 4G at Ohakune, Ruapehu,
Cardrona Valley, Tukino, Franz Josef, and Fox Glacier ski
During June Telecom switched on 4G sites in Dunedin,
Queenstown, Wanaka, Masterton, Hutt Valley, Rotorua, Ohakune,
Blenheim, Nelson, Rangiora, Rolleston, Lincoln, Hamner
Springs, and extensions in Auckland, Wellington and
Christchurch. 4G boasts speeds up to 10 times faster than
standard 3G services, delivering theoretical data speeds of
up to 150Mbps, but this varies depending on handset, location
and load on the network.
To access 4G, mobile users need to be in a 4G coverage area
serviced by their provider and have a 4G-capable phone, such
as the newer models of Apple's iPhone, the 5S or 5C,
Samsung's Galaxy S4 or S5, or an HTC One.
Vodafone consumer director Matt Williams says there are now
more than 400,000 active 4G devices in their network and that
number is expected to grow as more 4G devices hit the market.
"This year we boosted 4G capacity in central Auckland,
allowing more 4G data users simultaneously to experience the
fast mobile service, without performance degradation. This is
a direct response to our customers' rapid adoption of the 4G
service," Williams said.
2degrees chief executive Stewart Sherriff said its customers
have been waiting patiently and their launch of 4G was
slightly ahead of schedule.
"With the rise in connectivity and exploding demand for data
services like video, music streaming, online access and
mobile gaming, 4G is now an enabler that opens up a whole new
world of opportunity for our customers," Sherriff said.
Telecom retail chief executive Chris Quin says more than a
hundred additional 4G sites will go live before the end of
the year, but added that the number of 'sites' measure
doesn't clearly demonstrate Telecom's full capability as
different types of cell sites have different coverage reach.
Instead range and quality of coverage was the focus for the
"We think these faster speeds will quickly become the 'new
normal' for New Zealanders, just as 3G speeds did when they
were introduced a few years ago," Quin said.
Telecom says more than 60 per cent of its customer base uses
a smartphone and that over the past year data use for the
average customer had grown by 52 per cent.
Quin says a real change in behaviour is starting to emerge
among mobile users.
"In particular, we're seeing a lot more uploading of data --
often driven by people posting photos or videos to social
media to share their experiences with friends," he said.
Unsurprisingly, Vodafone's own customer insights echo similar
changes to the way New Zealanders are using the mobiles.
Vodafone says its 4G users stream four times more content
than 3G users and are more likely to make online purchases
with their device.
Vodafone, Telecom and 2degrees all offer apps to customers
that measure 4G data usage, so there are no nasty surprise
bills if/when you chew through your data allotment.
Competition drives new mobile plans As New Zealand's
smartphone addiction deepens, competition in the mobile space
is heating up. Telcos are all launching increasingly
innovative mobile plans as they seek to hang onto and gain
It's tough being a telco. According to IDC senior
telecommunications analyst Glen Saunders, New Zealand's
rugged terrain makes building mobile networks difficult while
competition means investing sizeable amounts of money on
networks is a must.
"Designing network solutions for growing data demand and
meeting customer expectations for performance is driving
further investment," Saunders said.
It's good news for consumers though as cheaper and more value
packed plans keep being launched. Add to this number
portability (being able to keep mobile numbers when swapping
telcos) which has removed a barrier hindering competition.
This has seen telcos adding as much value as possible in a
bid to hang on to existing customers.
Adding further complexity in an already competitive market
are the large number of prepaid customers. Because they're
not tied into contracts, mobile operators have to stay
especially sharp says Skinny general manager, Ross Parker.
"We only do prepay, and we don't have contracts, we always
look after our existing customers because they're always free
to leave," Parker said.
This has seen Skinny targeting talkers. Their $16 Big Value
plan provides unlimited calling between Skinny customers. The
$40 Big Talker plan offers unlimited calls/texts to
Australasian landline and mobiles on all networks.
2degrees, who've long had rollover data and shared mobile
data plans are also innovating. Their latest offering is a
free SIM with 200MB of free mobile data per month. The offer
is aimed at 3G or 4G tablet users wanting to use their tablet
anywhere there's mobile coverage.
Vodafone's Red Share is designed to both acquire and retain
customers says Matt Williams.
"We know that a lot of our customers have family members on
Prepay plans or another provider, and more than half of
consumers have decision input into someone else's plan so Red
Share is another reason to join Vodafone if you're not
already with us," Williams said.
Aimed at families, Vodafone's Red Share plans allow parents
to share mobile data with family members. Red Share also has
unlimited calls and Texts to New Zealand and Australian
landlines and mobile numbers.
Not be outdone, Telecom are offering access to the Spotify
music service for customers on the $29 prepaid plan plus
selected Ultra Mobile plans. Access to their national Wi-Fi
network of 1,000 wireless hotspots is also available for all
Telecom mobile customers.
Data caps may be getting bigger and the cost of calls and
texts has plummeted but Kiwi telcos have yet to offer what
most of us really want.
Although unlimited calling/texting is available from many
operators, unlimited data is not -- yet. -- Pat Pilcher The
700 MHz spectrum and Rural 4G rollout The New Zealand
government raised $259 million from the auction of the 700MHz
spectrum, which became available as a result of the
switchover to digital television from analogue last year.
Telecom, Vodafone and 2degrees all secured lots in the
spectrum which is especially well-suited to pushing fast
mobile broadband into rural areas because it requires fewer
repeater stations to achieve coverage and into densely
populated urban settings, such as commercial buildings.
Telecom bought the fourth 2x5 MHz lot for $83 million in the
second round of a government auction, having secured three
lots of 2x15 MHz spectrum for $66 million in the first round.
Vodafone bought three 2x15 MHz lots for $66 million in the
first round, while 2degrees bought two lots of 2x10 MHz
spectrum for $44 million, BusinessDesk reported in May.
Telecom's network capability manager Tonie De Vries says the
economics of bringing fast mobile services to areas outside
of the main centres have been challenging, but the
reallocation of the 700MHz spectrum will speed up the
"Telecom has just finished a successful trial of 4G on the
700MHz spectrum in the Waikato. For our regional customers
it's going to mean city speeds for rural NZ," De Vries told
Telecom has committed to ensuring 4G services are available
to at least 90 per cent of New Zealanders within five years.
Vodafone says as part of their rural 4G rollout, at least 300
existing rural cell towers will be upgraded to 4G within the
next five years, and five new towers each year will be built,
for five years, in areas where Vodafone's network does not
2degrees said 4G rollout to provincial areas would begin in
2015, while Hamilton, Wellington and Christchurch customers
should expect 4G coverage by the end of this year.
- By Daniel Lynch of the New Zealand Herald, additional
reporting Pat Pilcher and BusinessDesk