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Optus launches innovative third-party mobile content model for Optus Zoo
07 Oct 2004

Optus announced today the launch of more than 20 content partners in Optus Zoo's new channel, Zoo Arcade. This is the most fundamental revamp of Optus Zoo since it was launched in November 2003. Optus is the only carrier to provide seamless billing links to major Australian brands such as ninemsn, ARIA, triple j and Yahoo! Australia & NZ, to create Australia’s most advanced local content mobile portal.

Optus Zoo has more than 890,000 subscribers who will now be able to subscribe to and download content from any of these partner sites and pay directly from their post-paid bill or pre-paid balance, eliminating the need for credit cards or other billing mechanisms. Customers have the option to preview and purchase through either GPRS enabled handsets or the web, and have the content sent directly to their phone.

Content providers benefit from being part of Optus Zoo by gaining access to a large existing customer base, exposure in Optus Zoo promotional catalogues, and use of a billing and settlement engine that vastly simplifies their business.

In addition to local content providers, a number of international providers have joined Optus Zoo including MTV (music downloads), Weatherzone (global weather reports, maps and satellite images), Macrospace (mobile games) and Mcards (animated MMS cards for all occasions). Handset manufacturers such as Motorola are joining Optus Zoo to offer ringtones, games and other content specially formatted for their handsets.

Optus Zoo is available on most WAP enabled handsets - customers do not need to purchase a special handset to access great content.

"Optus has redefined the mobile content model to provide customers with direct and easy access to purchase content from their favourite brands by simply browsing Optus Zoo on their mobile phone," Allen Lew, Managing Director, Optus Mobile said.

"The convergence of the mobile and the computer allows us to create new experiences for our customers that match their lifestyles," Mr Lew said.

Demand for mobile data services continues to increase with data revenue accounting for 15 percent of Optus' average revenue per user (ARPU) for the quarter ending 30 June 2004. The volume of mobile traffic browsing Optus Zoo has increased 191 percent since May this year.

"Our customers have a range of interests and want to access quality content - but they don't want to jump through hoops to download it or have to buy a special new handset. That's where the unique features of Optus Zoo continue to innovate the market," Mr Lew said.

"Imagine being able to view the latest satellite and radar images for the weather forecast before you take the family on a camping weekend or deciding which beach is going to have the best break when you squeeze in your early morning surf before work. Or perhaps you want to find out if your favourite song has reached number one on the ARIA charts by checking out the official ARIA site and then download it as a ringtone to your mobile. You could even download music from one of the 150,000 songs found on MTV Mobile. All this is possible on the latest generation of Optus Zoo," Mr Lew said.

Optus Zoo features content from:

  • News and information: ninemsn
  • Weather forecasts: My Weather Station
  • Song downloads: MTV Mobile
  • Location searches: FindMap
  • Games: Mobu by Macrospace, Mobile Games
  • Entertainment industry gossip: triple j, Fonestarz
  • Manufacturer specific: Motorola
  • Phone personalisation: WebW@lkers, Dock-M, Urban Zone, Zulu, Mobilebabes, Mobile Active, Mobile Tones, Fun Zone, Pandamo, Yahoo! Australia & NZ, Mcards, Screen Names, ARIA
  • Personal information: Astrozone

Unique Features of Optus Zoo

  • Optus Zoo is available today
  • Optus Zoo is accessible from most WAP enabled phones
  • Optus Zoo offers content from well known category specialists
  • Purchases via Optus Zoo are simply added to your Optus Mobile phone bill
  • Optus Zoo content is, on average, cheaper than purchases via 1900 phone numbers
  • Optus Zoo has the everyday brands the market demands

Media contact:
Claire Hosegood
Optus Corporate Affairs
Phone: +61 2 9342 5042
Photography available on request