A1 Telekom Austria
In 2012 the Austrian market was characterised by a further intensification of competition, severe regulatory stipulations in the area of roaming and continued fixed-to-mobile substitution. Competition was focused on smartphone offers and attractive mobile bundles, which – combined with the continuing trend toward no-frills brands – led to very low pricing levels in comparison with other European countries.
As a result of mobile broadband growth and the growing customer base of no-frills brand bob, the Austrian segment posted an increase in total mobile subscribers of 2.1% to around 5.38 million in 2012. Market share, however, simultaneously fell from 40.0% to 38.8% due to intense competition in mobile communication.
Altogether attractive products and pricing structures helped achieve an increase in fixed broadband access lines of 3.0% to 1.3 million. The increase was even more marked for A1 TV, which grew by 10.2% to end the year with just under 218,800 customers.