There are many other mnvo's with no contract, online services...

There are many other mnvo's with no contract, online services and very comparable/competitive plans. iiNet is one using optus for example. The Vodafone TPG side of thing is yet another competitive threat, regardless (to some extent) of the different network coverage imo.

It's really about how well their industry diversification play comes off in my view, maybe a few more customers to win over in mobile but they will fast reach a customer/revenue/profit limit and that's something shareholders really don't like!