Things are about to heat up in the Western Australian broadband market with TPG planning on increasing its presence in Perth.
TPG has started installing new DSLAMS in 24 exchanges – all of them in and around Perth! This is a massive expansion plan considering that TPG currently only has DSLAMs in 10 exchanges in the West. Once TPG has completed these installations they will be able to sell their suite of Naked DSL and ADSL2+ plans and services.
This is an interesting strategy from TPG in making a significant move into the Perth market. Internode only has three DSLAMs in Perth and they are all in the CBD and primarily service business customers. Yet Internode isn’t rushing into the Perth market.
So why would the strategy be right for TPG if it’s not right for Internode? There are a few reasons we can think of.
Reason 1
Firstly TPG has the largest ADSL2+ network in Sydney and NSW from any of the non-Telstra network providers. Internode still has relatively few exchanges in Sydney for their Naked DSL and ADSL2+ services. Expanding in the Sydney and Melbourne markets is a far greater priority for Internode.
TPG however has excellent coverage in Sydney, Melbourne and Brisbane and has been expanding in Adelaide with accompanying billboard and media exposure. It makes sense that for TPG to keep expanding their customer base that they head out west. Internode will expand in the east first, before contemplating a significant move to the west.
Reason 2
Secondly, the main competition in Perth – especially in the Naked DSL market – is iinet. When you look at the plan and service offerings from TPG, they are vastly different to iinet.
In a nutshell: TPG provides a cheap price, with heaps of downloads and basic customer service. iinet provides a medium to high price, with an average amount of downloads and very good customer service. If we were sitting in a marketing class now we’d see iinet in one quadrant on the price/service matrix and TPG in the opposite quadrant.
Internode is far more similar to iinet. TPG can enter the Perth market and will appeal to the cost-conscious element of the market with their super high download limits at cheap prices. If Internode were to enter the Perth broadband market in a more concerted way, then they would be offering a very similar product and service to iinet. But Internode doesn’t have the local history or foundation that iinet has.
So at first we were surprised that TPG was making a big move into the WA market, but after considering their position in the market we think they’ll offer a good range of Naked DSL and ADSL2+ services to iinet. And they’ll likely be very popular.
Get Updates
The below exchanges are the 24 that will be upgraded to ADSL2+ and Naked DSL by TPG. If you would like to be updated as to when TPG is supplying service in these areas, please click the link below for the relevant exchange, scroll to the bottom of the page and ‘Register For Updates’.
TPG Updates:
Exchange ARMADALE in wa (ARMD) has been newly added for TPG
Exchange ASCOT in wa (ASOT) has been newly added for TPG
Exchange ATTADALE in wa (ATTA) has been newly added for TPG
Exchange BALLAJURA in wa (BLJA) has been newly added for TPG
Exchange BATEMAN in wa (BATA) has been newly added for TPG
Exchange BEECHBORO in wa (BCHS) has been newly added for TPG
Exchange CANNING VALE in wa (CNVL) has been newly added for TPG
Exchange CANNINGTON in wa (CANN) has been newly added for TPG
Exchange FORRESTFIELD in wa (FRFD) has been newly added for TPG
Exchange GIRRAWHEEN in wa (GIRR) has been newly added for TPG
Exchange GOSNELLS in wa (GOSN) has been newly added for TPG
Exchange JANDAKOT in wa (JKOT) has been newly added for TPG
Exchange JANDAKOT SOUTH in wa (JTSX) has been newly added for TPG
Exchange KINGSLEY in wa (KSLY) has been newly added for TPG
Exchange MANNING in wa (MNNG) has been newly added for TPG
Exchange MIDLAND in wa (MDLD) has been newly added for TPG
Exchange MOUNT HAWTHORN in wa (MHAW) has been newly added for TPG
Exchange MULLALOO in wa (MLOO) has been newly added for TPG
Exchange NEDLANDS in wa (NDLN) has been newly added for TPG
Exchange PALMYRA in wa (PMYA) has been newly added for TPG
Exchange PIER in wa (PIER) has been newly added for TPG
Exchange SCARBOROUGH in wa (SCBH) has been newly added for TPG
Exchange SPEARWOOD in wa (SPRD) has been newly added for TPG
Exchange WELLINGTON in wa (WLTE) has been newly added for TPG
