Almost every Aussie cellphone a smartphone by 2015

Smartphone penetration in Australia is forecast to rise from 50 percent of users today to 90 percent by 2015, some 18.5m devices in total.

The iPhone to dominate until around 2014

Telsyte expects the iPhone to dominate until around 2014, with Android taking increasing market share. Nevertheless it counters this by saying: "Telsyte technology shows that platform lock-in is becoming more prevalent as users often intend to purchase the same platform, or brand of device in future purchase cycles. According to Telsyte innovation director, Foad Fadaghi, "The movement from a device mentality to a platform and application mentality in consumers is a game changer for the industry that was once just focused on moving boxes."

While Android and Apple vie for market dominance, Blackberry is expected to maintain a niche following among consumers. Telsyte, oxymoronically, "predicts Nokia to be a dark horse with its adoption of Windows Phone 7." Telsyte says that the explosion in smartphone usage will have a profound effect on the media industry. It expects that many online publishers in Australia will have more people using smartphones to access their content than those using computers.

The inflection point will occur sometime while 2014

"The inflection point will occur sometime while 2014 and could result in more traffic and revenue generated by smartphones than online, depending on the nature of their offerings. Online publishers will need to fundamentally re-organise and re-engineer their businesses for this post-PC world," Fadaghi said.

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