Bold ambition
Over the last two years, Optus has been on a transformational journey to deliver more than basic connectivity.
Instead of merely keeping pace with rapidly evolving customer needs, Optus has a bold ambition: to completely change what customers expect of their telco and redefine what a moder n telco should be.
A solid foundation
At Optus, we’re still doing ever ything customers expect of a traditional telco – and we’re also raising the bar and doing more innovative things as well.
Over the past 30 years, we’ve invested more than A$40 billion into building critical infrastructure, resulting in our mobile network covering 98.5% of Australia’s population. We’re swiftly advancing our rollout of 5G, but doing so in a way that ensures we deliver on the true benefits of 5G technology – like speed. We’ve achieved speed leadership for 5G in Australia, and even turbo-charged our 5G by demonstrating our 5G Max (utilising mmWave) with speeds of more than 4Gbps, quite an achievement for a challenger brand.
We’re providing more digital options for customer service, enhanced AI techniques to assist customers and a new dedicated Team of Experts approach to ensure a customer’s needs are met first time, all of which combine to provide unparalleled levels of customer service. And, of course, as we’re in a very competitive market, we’re providing subscription plans that deliver value for both new and existing customers. By adding lots of great value for customers, we’re also able to lift average revenue per user and deliver strong financial results that guarantee we can continue to invest in our network and our customer experiences.
Creating the future of technology
As the challenger brand, Optus is at the forefront of innovation and differentiation in our industry. In fact, we’re creating the future of technology that all telco customers will come to expect. We’re moving away from being a business where customers only engage with us in a transactional way, to providing our customers with genuinely positive, engaging experiences.
How?
By placing customers in control of solutions that enrich and improve their lives, we’re going far beyond traditional telco services and providing customers with options which allow them to customise their experience to precisely what their individua l needs are. Delivered to customers via a telco in an app that leverages technology in a way that transforms how customers use and think about their connectivity. We call this new way of controlling the network at an individual customer level, the Living Network.
The Optus Living Network is a collection of on-demand features that adapts to customers’ changing needs by offering them flexibility and control of their connectivity.
The Living Network is a seismic shift for the industry and is our blueprint for what a future-focused, modern telco should be. We’ve organised our network to support complicated technology in a way that it is simple for our customers to access features that allow them to make their lives better – all through a few taps in the My Optus App.
The Living Network is proof that Optus is embracing a ‘start up’ technology mentality that continues to differentiate us and drive lasting customer relationships. Given this, it’s no wonder that we’ve been able to drive a sustainable lift in our average revenue per user over the past year.
Big moves
Optus is looking beyond connectivity services at opportunities that diversify our offerings, but which also align to and satisfy the needs of our customers. As we first did with Optus Sport, we’re entering new areas where we can create great experiences for our customers.
With the growing world of content subscriptions, customers tell us it’s difficult to stay on top of their household’s many memberships. To solve this, we’ve launched SubHub, which allows customers to easily manage the multiple subscriptions they have, and we provide discounts for bundling the subscriptions customers love, as well as special promotions, to save customers money and help them discover and use the content that is right for them.
We’re also entering another huge growth market that aligns to our tech credentials and has great synergy with our traditional business: Smart Spaces.
Optus now offers the latest Smart Home and Smart Business devices, from WiFi-connected stereos to home lighting systems to digital gadgets like doorbells and security cameras. We’ll also offer customers options to install and service these devices, from self-install to full professional installation through our new O-Team.
We’ve been clear that our ambition is to be Australia’s most loved everyday brand with lasting customer relationships, and that means the onus is on us to truly add value to our customers’ lives in the moments that matter. Excitingly, SubHub and Smart Spaces open up additional revenue streams for us, providing us with additional opportunities to invest back into service, new offerings and innovation.
Looking ahead
In January, Optus celebrated its 30th anniversary, which gives us a moment to reflect on what we’ve achieved, what we’ve been offering customers: creating new choices, challenging the status quo, and creating better outcomes. But what we’re truly focused on lies ahead, as we look to create the Living Network of the future, with the best service across any industry, empowering our customers to be optimistic about the future with personalised options.
As we seek to become Australia’s most loved everyday brand with lasting customer relationships, focusing on our customers is the key to our future success.
