Challenger Rises: Vocus Targets Enterprise Mobile in Australia
Summary Bullets:
- Vocus has launched its business-focused MVNO brand, Vocus Mobile, aiming to disrupt the market and inject fresh competition into an already hypercompetitive landscape.
- Backed by an expanded customer base from the TPG Enterprise acquisition, Vocus is well-positioned to accelerate growth with its existing client base.
Australian telecoms infrastructure provider Vocus has finally launched its own business-focused MVNO brand, Vocus Mobile. Leveraging Optusβs 4G and 5G networks the company aims to position itself as a one-stop provider for enterprise communications, offering connectivity solutions across networking, collaboration, and now mobility as it looks to stand out with a range of self-serve features to create a better user experience for its clients. Will the entrance of another MVNO challenger selling basic mobile connectivity in an already crowded market make a difference?
At launch, Vocus will offer three traditional types of mobile connectivity services, including mobile voice and data for Smartphone use, 5G data plan for broadband, and 4G backup to support business continuity when primary networks are down. Customers will be supported by its self-service mobile fleet management platform, Mobile Fleet 360, giving businesses the ability to manage their mobile fleets with near real-time dashboards, bulk activation of services, and the able to configure roaming settings, reducing the reliance on traditional support channels. Vocusβs foray into the enterprise mobile services market is not surprising following on from its acquisition of TPG Telecomβs fiber network assets and its enterprise, government, and wholesale fixed infrastructure business. It has been anticipated for many years, with the company having a long-standing wholesale agreement with Optus through its consumer and SMB brands Dodo, iPrimus, and Commander. While back in 2019, the company extended its agreement to include its various other brands to provide 5G access to support its growth strategy by expanding and growing market share in large enterprise and SMB segments.
The Australian mobile market has three mobile network operators with Telstra maintaining its superior network leadership for many years. Telstra covers 95% of the countryβs population with 5G coverage and 99.7% with 4G coverage, equating to land coverage of approximately three million square kilometers, almost three times the land coverage than any of its nearest rivals. To compete against Telstra, Optus and TPG Telecom (owner of Vodafone in Australia) recently formed a network sharing agreement earlier in 2025, which extends their 5G coverage to 80.5% of the population and 4G reach to 98.4% of the Australian population with over one million square kilometers.
While the Australian enterprise telecommunications market remains in flux, with many providers struggling to achieve growth and facing revenue declines across their connectivity portfolios. The enterprise market is positioned for growth, with GlobalData expecting the business mobile market to grow 5.5% by 2029. Though service providers continue to battle it out to grow their mobile market share, with the country having three enterprise challenger brands including Aussie Broadband, Macquarie Telecom, and now Vocus all leveraging Optusβs mobile network by trying to break the incumbentβs stronghold of approximately 65% of the business mobile market. While all challengers have struggled to make a meaningful impact in the market, to date, all only offer basic mobile connectivity instead of delivering outcome-driven solutions that enterprise customers increasingly expect, such as IoT, asset tracking, and other advanced 5G innovations like network slicing.
