Appetite for PaaS and SaaS growing in Australian organisations

Digital transformation pressures driving software investments

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SYDNEY, AUSTRALIA – Australian business software investments are shifting towards customisation and development driven by the pressure of business transformation, according to new research by emerging technology analyst firm Telsyte.

The Telsyte Enterprise Applications and Software Study 2017 investigates how software is procured and developed in Australian organisations, including the new challenges posed by large-scale IT transformation that is occurring in most organisations.

Telsyte’s research indicates enterprise software budgets are rising across the board, however, more organisations are turning their focus to developing software for better integration, customisation and digital product development.

Only 1 in 5 IT and business leaders surveyed by Telsyte indicated they had no plans on developing software to satisfy business needs.

New digital services driving Platform as a Service (PaaS) and custom development

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“Developing new products and services is now a top priority for CIOs and the ability to develop applications faster and better integrate disparate data sources has become critical,” Telsyte Managing Director Foad Fadaghi says.

Telsyte found almost 4 in 5 enterprises are customising, or considering customising SaaS (Software as a Service) applications, creating an opportunity for better cloud integration, fit-for-purpose apps, mobility and better user interfaces.

The high rate of corporate software development, combined with the ease at which development can occur in the cloud, is creating a healthy appetite for PaaS with approximately 70 per cent of Australian enterprises already using PaaS, or planning to adopt it.

Telsyte research indicates most (85%) organisations are looking to increase their PaaS investments in 2017 and beyond.

Similarly, 80 per cent of IT leaders interviewed plan to increase their SaaS budget over the next 12 months with a massive opportunity for vendors to modernise legacy systems.

Most (63%) CIOs report a need for social CRM features to support digital programs, however, only one third claim they have social features in their CRM.

Despite the arrival of machine learning and AI functionality, most CIOs still consider core operational features, upfront costs and return on investment to be the main factors influencing the procurement of enterprise applications.

About the Telsyte Enterprise Applications and Software Study 2017

The Telsyte Enterprise Applications and Software Study 2017 is a comprehensive 83-page report which provides subscribers with key market insights across many aspects of the changing landscape for enterprise applications in Australian organisations including the challenges that organisations are facing; how they are reacting to the disruptive trends; market overviews; usage and intentions; budget and spending; and forecast assumptions.

Some of the key questions answered in the study include:

  • How has digital disruption impact the ICT agenda for Australian organisations?
  • What are the key themes for transformation and business improvement?
  • How are software delivery models in Australian enterprises changing?
  • What challenges does ERP and CRM face in the age of digital disruption?
  • Can PaaS deliver on the innovation opportunity?

For further information on licensing the study or media enquiries contact:

Foad Fadaghi
Managing Director
Tel: +61 2 9235 5851
Twitter: @foadfadaghi
Email: ffadaghi@telsyte.com.au

Telsyte’s emerging enterprise technology research program provides leading insights into the technologies and services that are re-defining how Australian organisations, including the public sector, manage operations and innovate with new products and services.

In preparing this study, Telsyte used:

  • An online survey of a representative sample of Australians CIOs and IT decision makers with 269 respondents completed in September 2016.
  • The research was conducted among businesses with more than 20 employees.
  • Interviews conducted with executives from software vendors, system integrators, hardware and big data software providers, as well as their channel partners.
  • On-going monitoring of local and global market and vendor trends.

About Telsyte
Telsyte is Australia’s leading emerging technology analyst firm. Telsyte analysts deliver market research, insights and advisory into enterprise and consumer technologies. Telsyte is an independent business unit of DXC Technology.

The material in this article is copyright protected and not intended to be altered, copied, distributed or used for any commercial or non-commercial purpose, except for news reporting, comment, criticism, teaching and scholarship.

 

Android tablet sales tumble as more vendors bet on Windows touchscreens

Augmented Reality (AR), 2-in-1s and mobile connectivity set to drive tablet sales

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SYDNEY, AUSTRALIA – Tablet sales cooled off during the first half of 2017 with 1.4 million units sold, down 10 per cent from a year ago, according to new research from emerging technology analyst firm Telsyte.

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The Telsyte Australian Tablet Computer Market Study 2017-2021 found the decline was mainly due to easing demand for Android-based tablets, but also waning Android support from manufacturers who have given greater focus to Microsoft Windows 10-based touchscreen devices. Android tablet sales declined by 29 per cent compared to the first half of 2016, with many manufactures holding back the release of new Android tablets, including Google which has not released a new Nexus or Pixel tablet in over 12 months.  

Apple, Samsung, Microsoft and Lenovo remain the top four tablet manufacturers (by sales) in 1H 2017, and accounted for over 80 per cent of total units sold. Almost half of all tablets sold in Australia are Apple iPads.

Telsyte research shows more Australian consumers are opting for 4G/LTE capable tablets. The Trend will likely continue with the availability of shared data plans, larger mobile data caps and the anticipated arrival of eSIMs on tablets in the near future.

Telsyte’s latest research shows 2-in-1 tablets, or tablets which can be also used as a computing device (with keyboard), continued to go from strength to strength with 2-in-1s accounting for a third of tablet sales in 1H 2017. Windows-based devices from a range of manufacturers have clearly benefited from the merging of PC and tablet features, while demand for the iPad Pro* has also been increasing as Apple positions its top-of-range products as an all-in-one computing device for the average computer or tablet user.

“Microsoft seems to be redeeming itself with larger touchscreens despite losing the smartphone platform battle,” Telsyte Managing Director, Foad Fadaghi, says.

Telsyte estimates tablet sales will pick up with around 1.7 million to be sold in the second half of 2017, an increase of 7 per cent over the same period last year. A return to growth is expected to be driven by consumers replacing aging, unsupported devices or by upgrading to 2-in-1s.

Telsyte expects sales of Windows tablets in Australia to overtake Android by the end of 2017.

Augmented Reality (AR) and aging devices to drive upgrades

Telsyte expects the release of Apple’s ARKit and Google’s ARCore will not only encourage smartphone upgrades, but also start to have positive flow-on effects to tablets sales.

Telsyte believes some AR applications will benefit from a larger display for better viewing and content sharing experiences between families and friends. Consumers identified games and entertainment as the main AR apps they are interested in using on tablets.

According to Telsyte’s research, over 40 per cent of Australian tablet users have already tried AR applications such as Pokémon Go, Layar and AR like features found in social media photo filters. While most Australians intend to use AR mainly on their smartphones, Telsyte research shows more Australian consumers would rather use AR on tablets than on standalone AR headsets or smart glasses.

Telsyte estimates less than 10 per cent of the current iPad user base is capable of running AR apps developed using Apple’s ARKit. Google has provided limited guidance on minimum requirements for running ARCore on Android tablets; however, it is expected that low-end Android tablets will not provide an adequate AR experience, which depends on powerful CPUs and graphics processing chips.

“While AR has been around for a long time, new developer platforms and better hardware will encourage business investment in the next generation of tablet apps,” Telsyte Senior Analyst, Alvin Lee, says. 

For further information on the study or media inquiries contact:

Foad Fadaghi
Managing Director
Tel: +61 2 9235 5851
Twitter: @foadfadaghi
Email: ffadaghi@telsyte.com.au

Alvin Lee
Senior Analyst
Tel: +61 2 9235 5890
Twitter: @AlvinLee_
Email: alee@telsyte.com.au

About Telsyte’s Australian Tablet Computer Market Study 2017-2021

Tablet definition:  A computer device consisting of a 7 inch or larger touch screen that can be used in a slate format (not requiring keyboard or mouse). Telsyte’s definitions includes 2-in-1 devices with detachable or foldable keyboard, and tabletop, or reclinable desktop screens that provide a tablet form factor experience.

2-in-1 definition: Primarily refers to laptops that have a touch screen and detachable keyboards or foldable form factors to provide a pure tablet-like experience. Tablets that are known for their versatility and mimic laptop-like experience with keyboards or type covers are also considered as 2-in-1s. E.g. Microsoft Surface tablets, iPad Pro, Samsung Galaxy TabPro S, Google Pixel C, Sony Xperia Z4 Tablet, Toshiba Portege Z20t, or Lenovo Yoga 3 Pro.

In the 2017 study, Telsyte has provided forecasts for desktop touchscreen computers that can be used in a slate format. Please note this excludes blackboard style devices (e.g. Surface hub), or touchscreen laptops that require keyboard and mouse for operation (Telsyte considers these as laptop computers).

[*] Please note Telsyte measures Apple iPad Pro models as 2-in-1s for comparison reasons, due to having a specifically designed Apple keyboard which is typically sold together.

Telsyte’s Australian Tablet Computer Market Study 2017-2021 is a comprehensive 118 page report which provides subscribers with:

  • Market sizing, platform and vendor market shares and forecasts
  • End user trends across devices, usage, platforms and accessories
  • Tablet and computer purchase intentions and loyalty
  • Product reviews and insights
  • Tablet audience estimates and strategies for media companies

In preparing this study, Telsyte used:

  • Telsyte’s Mid-Year Smart Device Survey conducted in August 2017 with a representative sample of 1,056 Australian respondents, 16 years of ages and older. And additional 338 Australian respondents, 16 years and older were additionally surveyed to determine smartphones, smart wearables and tablets purchases made between January 1 to June 30 2017.
  • Telsyte’s annual Digital Consumer survey conducted in November 2016 with a representative sample of 1,060 respondents, 16 years and older.
  • Interviews conducted with executives from service providers, network operators, manufacturers, retailers, financial analysts and channel partners.
  • Financial reports released by mobile carriers, service providers, retailers and manufacturers.
  • On-going monitoring of local and global market and vendor trends.
  • Analyst reviews of leading tablet and 2-in-1 devices.

Editor’s note:

Telsyte measures sales of devices (“sell out”), not shipments or sales to retailers or carriers (sometimes called “sell-in”). Telsyte believes this is a more accurate measure of performance of products in a marketplace. Telsyte does not rely on disclosure from vendors or general assumptions made for large multinational companies that do not release local market data. Telsyte uses a comprehensive methodology that includes surveys of consumers, discussions with vendors, carriers and their partners, retailers, and financial analysts. In addition, public financial results from manufacturers and carriers are used.  Telsyte tests a wide range of products in real life usage scenarios and conducts satisfaction and repeat purchase surveys with large and representative samples of Australian smart device users. Telsyte is a pioneer in measuring and reporting tablet sales in Australia and has been providing insights on tablets since 2010.

Please note this study was formerly titled “Australian Media Tablet Market Study”

About Telsyte

Telsyte is Australia’s leading emerging technology analyst firm. Telsyte analysts deliver market research, insights and advisory into enterprise and consumer technologies. Telsyte is an independent business unit of DXC.technology. For more information visit www.telsyte.com.au

The material in this article is copyright protected and not intended to be altered, copied, distributed or used for any commercial or non-commercial purpose, except for news reporting, comment, criticism, teaching and scholarship.

 

iPhone ‘super-cycle’ expected to energise Australian smartphone market

Smartphone battleground turns to Augmented Reality with 1 in 3 already using AR apps

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SYDNEY, AUSTRALIA – Australian smartphone sales are on track for a strong calendar year with booming first half sales set to continue into the second half of the year, according to a new study by emerging technology analyst firm Telsyte.

New findings from the Telsyte Australian Smartphone & Wearable Devices Market Study 2017-2021 shows 4.4 million smartphones were sold during 1H 2017, up 16 per cent compared to H1 2016.

Android smartphones held market leadership (55 per cent share) with the top three Android vendors being Samsung, Huawei and Oppo.

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Telsyte believes Apple will emerge as market leader in the second half of 2017 with the new iPhone X featured along side the iPhone 8 and iPhone 8 Plus

“The arrival of at least three new iPhones, as well as the long-held strategy of keeping older models available at lower prices, will help Apple target its loyal customer base” Telsyte Managing Director Foad Fadaghi says. 

Telsyte estimates around 4.7m smartphones will be sold in 2H 2017, a result that could see Apple beat 2014 sales when it first released the larger format iPhone 6.

Telsyte believes a number of factors will drive iPhone sales including:

  • Almost 1 million active iPhones in Australia will not receive the latest iOS 11 update made available in September 2017, leaving models older than the iPhone 5s unsupported.
  • The iPhone repeat purchase intention in Australia as measured by Telsyte is at an all-time high: 93 per cent, compared to the second highest, Samsung with 74 per cent.
  • Aging handsets are creating pent-up demand, with nearly 1 in 4 iPhone users using an iPhone that is 3 years or older.
  • Aggressive marketing and larger data cap offers by mobile service providers. Telsyte estimates up to 65 per cent of iPhone sales in 2H 2017 will be via mobile contracts, compared to around 50 per cent in previous iPhone “S” model years.
  • The inclusion of substantial new features in the field of Augmented Reality (AR) and AI capabilities that will attract upgraders.

Augmented Reality the next smartphone battleground

Telsyte research finds that 1 in 3 Australian smartphone users have tried “AR-like” features on their smartphones which includes the popular mobile game Pokémon Go as well as Snapchat and Facebook photo filters. Telsyte believes these two categories (games and social) will be the most popular initially for AR, with navigation, education, shopping/retail and communications all likely to get early interest from app developers.

“The release of Apple’s ARKit and Google’s ARCore is expected to support more advanced AR applications, driving awareness and usage which could rapidly expand in 2018” Telsyte senior analyst Alvin Lee says.

Telsyte estimates more than half of iPhones in Australia are current capable of supporting Apple’s current ARKit, compared to less than 10 per cent of Android smartphones for recently announced Google’s ARCore. However, more Android models are expected to gain support in coming months, adding to the ongoing battle for smartphone supremacy.

For further information on the study or media enquiries contact:

Foad Fadaghi
Managing Director
Tel: +61 2 9235 5851
Email: ffadaghi@telsyte.com.au

Alvin Lee
Senior Analyst
Tel: +61 2 9235 5890
Email: alee@telsyte.com.au

The Telsyte Australian Smartphone & Wearable Devices Market Study 2017-2021 is a comprehensive study which provides subscribers with:

  • Smartphone market sizing estimates, platform and vendor market shares and forecasts
  • Smart wrist-based wearables market sizing estimates, platform and vendor market shares and forecasts
  • Smart location-based item tracker market sizing estimates and forecasts
  • End user trends across devices, application usage, platforms and operators
  • Purchase intentions and acquisition channels
  • Strategic analysis of market trends and issues
  • Device profiles and Telsyte analyst ratings of tested devices

Telsyte measures smart wearable devices in the Telsyte Australian Smartphone & Wearable Devices Market Study 2017-2021 as computing accessories worn on a user’s wrist typically paired and controlled via a smartphone. Examples includes products from Adidas, Apple, Asus, Fitbit, Garmin, Huawei, Jawbone, LG, Microsoft, Motorola, Nike, Pebble, Samsung, Sony, TomTom and others.

In preparing this study, Telsyte used:

  • Telsyte’s Mid-Year Smart Device Survey conducted in August 2017 with a representative sample of 1,056 Australian respondents, 16 years of ages and older. And additional 338 Australian respondents, 16 years and older were surveyed to septically determine smartphones, smart wearables and tablets purchases made between January 1st to June 30th 2017
  • Telsyte’s annual Digital Consumer survey conducted in November 2016 with a representative sample of 1,060 respondents, 16 years and older
  • Interviews conducted with executives from service providers, network operators, manufacturers, retailers, financial analysts and channel partners.
  • Financial reports released by service providers and manufacturers.
  • On-going monitoring of local and global market and vendor trends.
  • Analyst reviews of leading smartphone and wearable devices.

Editor’s note:

Telsyte measures sales of devices (“sell out”), not shipments or sales to retailers or carriers (sometimes called “sell-in”). Telsyte believes this is a more accurate measure of performance of products in a marketplace. Telsyte does not rely on disclosure from vendors or general assumptions made for large multinational companies that do not release local market data. Telsyte uses a comprehensive methodology that includes surveys of consumers, discussions with vendors, carriers and their partners, retailers, and financial analysts. In addition, public financial results from manufacturers and carriers are used.  Telsyte tests a wide range of products in real life usage scenarios and conducts satisfaction and repeat purchase surveys with large and representative samples of Australian smart device users. Telsyte is a pioneer in measuring and reporting smartphone sales in Australia and has been providing insights on mobile technologies since 2006.

About Telsyte

Telsyte is Australia’s leading emerging technology analyst firm. Telsyte analysts deliver market research, insights and advisory into enterprise and consumer technologies. Telsyte is an independent business unit of DXC.technology. For more information visit www.telsyte.com.au

The material in this article is copyright protected and not intended to be altered, copied, distributed or used for any commercial or non-commercial purpose, except for news reporting, comment, criticism, teaching and scholarship.

 

Streaming video on demand a hit in Australia: Subscribers up more than 30 per cent

Nearly half SVOD subscribers claim to rarely watch Free to air TV

SYDNEY, AUSTRALIA –Subscription video on demand (SVOD) services delivered over the Internet continue to feed Australians’ appetite for entertainment with subscriptions reaching more than 3.7 million[1] at the end of June 2017, a year-on-year increase of more than 30 per cent, according to a new study by emerging technology analyst firm Telsyte.

Telsyte’s Australian SVOD Market Study 2017 found around half of Australian households currently subscribe to either Pay TV or SVOD services, an increase from 38 percent in 2015. Only 11 percent of households currently have both Pay TV and SVOD.

Telsyte predicts the phenomenon of paid SVOD subscriptions will continue as consumers increasingly consume content on-demand, and across multiple devices. Popularity of exclusive and original content, as well as live streaming, is expected to continue to the drive the market.  Telsyte believes consumers will consider multiple providers, leaving room for services from Stan, Amazon, YouTube Red, Foxtel, Optus Sport, and a long list of others to encroach on Netflix’s market leadership.

Telsyte estimates that Netflix had more than 2 million subscriptions at the end of June 2017, with Stan in second with around 800 thousand, and others making up the rest of the market.

Telsyte research shows that SVOD services are putting pressure on Free to Air TV rivals and traditional Pay TV, with around a third of Pay TV subscribers also having at least one SVOD subscription, and 46 per cent of SVOD subscribers claiming to “rarely” watch FTA TV. Telsyte research shows that the average SVOD subscriber watches nearly 26 hours of video content a week across FTA TV, Pay TV, SVOD, Online TV on demand (Catch up TV & live streaming TV), and other video content sources (incl. non-streaming videos), compared to around 21 hours for the average Australian.

 “SVOD adoption in Australia has started to reach a scale which has strategic significance to media and telecoms companies alike” Telsyte managing director Foad Fadaghi says.

Bundling SVOD important for carriers under nbn

The popularity of unlimited data services on the nbn™ and increases in mobile data caps is fuelling greater SVOD adoption according to Telsyte. On average, Telsyte results show SVOD subscribers typically use 61 per cent more mobile data (3G/4G) than those who do not stream SVOD on smartphones. At the end of 2016, the rate of uptake of SVOD by nbn™ users was 25 per cent higher than non-nbn™ users.

“SVOD bundling is an important loyalty driver when mobile and broadband prices are under pressure” Telsyte Senior analyst Alvin Lee says.

For further information on the report or media enquiries contact:

Foad Fadaghi
Managing Director
Tel: +61 2 9235 5851
Email: ffadaghi@telsyte.com.au

Telsyte’s Australian SVOD Market Study 2017 is a comprehensive study which provides subscribers with:

  • Market sizing and forecasts of the Australian SVOD services market.
  • Uptake of SVOD services, pay TV and AVOD TV services, including hours spent and demographic analysis
  • Analysis of market participants and strategies
  • Services consumption preference including devices, fixed and mobile service.
  • Insights into the future of subscription video services in Australia.

In preparing this study, Telsyte used:

  • Interviews conducted with executives from service providers, mobile operators, content providers and channel partners.
  • An online survey of a representative sample of Australians 16+ years of age conducted with 1,060 respondents in November 2016.
  • Financial reports released by service providers.
  • On-going monitoring of local and global market and vendor trends.

About Telsyte
Telsyte is Australia’s leading emerging technology analyst firm. Telsyte analysts deliver market research, insights and advisory into enterprise and consumer technologies. Telsyte is an independent business unit of DXC.technology. For more information visit www.telsyte.com.au.

The material in this article is copyright protected and not intended to be altered, copied, distributed or used for any commercial or non-commercial purpose, except for news reporting, comment, criticism, teaching and scholarship.

Australian businesses embracing emerging technologies amid accelerating pace of change

IoT adoption reaching mainstream with cognitive computing intentions high

SYDNEY, AUSTRALIA – Australian enterprises are in the midst of a wave of technology adoption driven by the desire to stay relevant through creating new products and services, according to a new study from emerging technology analyst firm Telsyte.

The Telsyte Australian Emerging Enterprise Technology Study 2017 reveals that more half of organisations[1] are currently undergoing large scale IT transformation leading to widespread investigation, planning and roll out of emerging technologies.

Telsyte undertook a detailed analysis of nine emerging technology areas to better understand the rapid growth in adoption of transformative technologies by Australian organisations.

The Telsyte Australian Emerging Enterprise Technology Study 2017 includes coverage of:

  • Internet of things (IoT)
  • Artificial intelligence and automation
  • Voice commands
  • Advanced networks: From fibre to 5G
  • Personal computing and collaboration
  • High performance computing
  • Virtual, augmented and mixed reality
  • Blockchain and cryptocurrencies
  • Mobile payments and NFC

Enterprise IoT has quickly become mainstream

Most IT leaders predict five to ten times as many connected devices in their organisation within five years. This boom in both end-user devices and industrial machines such as sensors and cameras is creating massive volumes of data which can be used to enhance productivity, modernise processes and help leaders make better strategic decisions.

Nearly 90 per cent of Australian CIOs see IoT becoming important or critical to their organisation within five years. Nearly a quarter (23%) of organisations are in the test, development or the production phase of IoT. Early adopters are showing positive ROI with 59 per cent claiming costs saving from using IoT technologies, and 30 per cent claiming increased customer satisfaction.

The biggest barriers are the costs of rolling out IoT solutions and legacy IT infrastructure requirements. Two-thirds or more see a positive role for IoT in operations and IT, but there is also a similar level of interest for customer service and marketing applications.

“IoT gives organisations an opportunity to overhaul their systems and modernise processes, the challenge is doing this while maintaining legacy systems,” Telsyte Managing Director, Foad Fadaghi, says.

“A complete overhaul is often required with IoT creating barriers for organisations which are not yet at the right phase to make large scale investments.”

 IoT maturity within Australian organisations

Source: Telsyte Australian Emerging Enterprise Technology Study 2017

Growing interest in using artificial intelligence, machine learning and automation

The use of artificial intelligence and automation technology in the enterprise is increasing steadily as options continue to grow for everything from physical robots to digital assistants and chatbots. Nearly two-thirds of businesses are already dabbling with machine learning or deep learning to improve operations or influence business decision making.

Finance is considered an important beachhead with 65 per cent of CIOs seeing use cases for machine learning in financial modelling and fraud detection. However, many organisations are also seeing the customer as an important front for AI. Nearly two-thirds of organisations intend to use cognitive computing in some form, including customer-facing apps such as chatbots.

“AI intentions are running at two speeds in the Australian market, with businesses much more bullish about using automation technology than consumers,” Fadaghi says.

“There is an undercurrent of fear in the average consumer about the impact of AI on jobs and future prospects for later generations in a highly automated world.”

Other findings in the study include:

  • 1 in 4 IT leaders see a place for industry application of drones (or autonomous flying vehicles).
  • More than half are exploring or already developing augmented reality applications.
  • 74 per cent indicated they had use cases for voice recognition technology in their organisation.
  • Over 60 per cent see value in smart wearable devices such as smart watches and smart glasses in their organisation for internal operations, access control and customer facing applications.
  • 59 per cent are investigating the potential uses or disruption from blockchain technology in their industry.

 For further information on licensing the study or media enquiries contact:

Foad Fadaghi
Managing Director
Tel: +61 2 9235 5851
Twitter: @foadfadaghi
Email: ffadaghi@telsyte.com.au

Telsyte’s emerging enterprise technology research program provides leading insights into the technologies and services that are re-defining how Australian organisations, including the public sector, manage operations and innovate with new products and services. The comprehensive 118 page study provides deep local insights into the issues that are impacting emerging technology uptake.

In preparing this study, Telsyte used:

  • An online survey of a representative sample of Australians CIOs and IT decision makers with 302 respondents completed in September 2016.
  • The research was conducted among businesses with more than 20 employees.
  • Interviews conducted with executives from software vendors, carriers, system integrators, hardware and big data software providers, as well as their channel partners.
  • On-going monitoring of local and global market and vendor trends.

About Telsyte

Telsyte is Australia’s leading emerging technology analyst firm. Telsyte analysts deliver market research, insights and advisory into enterprise and consumer technologies. Telsyte is an independent business unit of DXC.technology. For more information visit www.telsyte.com.au.

[1] With greater than 20 employees

The material in this article is copyright protected and not intended to be altered, copied, distributed or used for any commercial or non-commercial purpose, except for news reporting, comment, criticism, teaching and scholarship.