In the past few years, Australia’s mobile telecommunications industry has rapidly flourished and it has been predicted that there will be a further 6% increase in the services market this year. (Jones, 2009, 1265-1287) Their mobile penetration rate is almost 90.1% with approximately 18 million customers in Australia evidencing the fact that in Australia the mobile phone services are extremely competitive and developing very fast as their estimated growth rate last year was 54.4% (Jones, 2009, 1265-1287). Also, the mobile phone saturation rate in Australia had reached 100.76% last year (Jones, 2009, 1265-1287). This report has been written to analyze and properly understand the present situation of Telstra Australia. The first part of the report explains its history and then its internal and external environments are analyzed. Detailed customer analysis and competitive situation of Telstra is then explained. Telstra is one of the foremost important media and Telecommunications companies of Australia. During the years of its establishment, it was controlled and operated by the Australian government. In this context, Telstra holds the largest market share in mobile communication holding about 45%. However, lately, it has been facing competition from Telstra Corporation and Optus. (Dowsett, 2009, 1-7) Their GSM digital mobile network covers more than 94% of the Australian population and in 2000 they had even launched their Globalstar satellite service that provided almost 100% geographic coverage including an integrated GSM satellite handset. (Hausman, 2007, 365-383) Telstra also provides GPRS to its consumers while at the same time continually updates their network so that mobile Internet services can be provided by the company at data transmission speeds that is a lot faster than what their present GSM network services deliver. Telstra holds almost 46% of shares in the mobile market in Australia has over 12 million valuable customers. (Mullins, 2007, pp-709) Their phone products include postpaid and prepaid mobile services, 3G UMTS and GSM mobile networks, and mobile internet service. (Dowsett, 2009, 1-7) /var/www/blog-sandbox.itp/wp-content/uploads/2021/10/201449_1.jpg 383×315 8bit N JFIF [OK] 23638 –> 21867 bytes (7.49%), optimized. Figure 1. Industry Trend of the Mobile sector: 2001-2008 Telstra provides exceptional service to all in the mobile technology business and since their establishment, they have committed themselves to offer compelling and innovative services in data and telecommunication services to its consumers. Their mission statement is to design, develop and deliver better communications solutions for all of their customers. They are highly driven in bringing excellent services to the consumers to stay ahead in the competition since they aim at assisting those consumers who constantly seek to acquire flexibility and freedom in their everyday busy lives. (Rugman, 2006, pp-225) Their wireless communication services allow consumers to not only communicate with each other but also to search for entertainment, assistance, and information, at any place and anytime. Apart from providing mobile services Telstra also engages them in building relations with the various communities that they operate in. Due to their ongoing persistence in offering