No contracts, no monthly access charges and no credit checks - these are increasingly attractive to mobile phone users. Cable & Wireless Optus is responding to this trend by strengthening its Optus Express Pre-Paid Mobile product.
Mobile phones have traditionally been sold with 12 to 18 month contracts which lock customers into a single rate plan for this period. In addition, only customers who entered into contracts with mobile carriers were given a range of handsets to choose from.
Cable & Wireless Optus has conducted qualitative research into customer needs/wants for pre-paid mobile phones and has found the key driver in the market is customer choice. Customers want to choose from a range of rate plans, handsets and payment methods and look for value adds like free calls.
"With recent innovations and offers, Cable & Wireless Optus is now the first carrier to satisfy all four customer requirements," said Paul O'Sullivan, Director of Mobile, Cable & Wireless Optus.
"Research confirmed that Optus Express Time is a key driver of tribal behaviour. Express Time is delivering a flourishing referral business as Optus Express Pre-Paid Mobile customers enlist their friends and family to take advantage of free* calls between 7pm and midnight every night.
"We have extended our range of handsets to now include Siemens, Motorola and Nokia and offer three rate plans to choose from and switch between.
"Customers have also indicated that availability of recharge cards is a must. There are more than 2000 retail outlets selling Optus Express recharge cards in $30, $50 and $100 denominations. Stockists include Optus World, Target, Tandy Electronics, WC Penfold, David Jones, Harvey Norman, K-Mart and Shell Select," said Mr O'Sullivan.
In response to youth interest in the product, Cable & Wireless Optus recently signed an exclusive agreement with Sanity Records to stock the product in Victoria and is in discussion with other innovative partners to increase distribution of the product. Pre-paid is an excellent way for young people (and others) to have access to a mobile phone without running up unmanageable bills.
The Range and the offers
Siemens C10 digital phone ($60 in pre-paid calls included) Cost: $199. Features: EFR capable for excellent sound quality, lightweight/slim phone.
Motorola d368 ($40 in pre-paid calls included) Cost: $249 Features: Large screen, easy-to-use menu.
Nokia 5110e ($40 in prepaid calls included) Cost: $449 Features: Interchangeable colour covers available, small and lightweight, advanced features.
*Free calls are available between Optus Express customers during Optus Express Time - 7pm to midnight AEST seven days a week. Optus Fair Go policy applies.
To continue making outgoing calls, including Optus Express Time calls, customers must top up with at least $30 worth of call credits within the minimum period of the customer's chosen rate plan. International roaming and 1900 calls are not available.
For more information:
Melissa Favero
Cable & Wireless Optus
Phone: 02 9342 5030
Email: melissa.favero@cwo.com.au