RSLCom Mobile Pty Ltd, a wholly-owned subsidiary of SingTel Optus Pty Ltd, has changed its name to SIMplus Mobile Pty Ltd.

Keir Preedy, Managing Director SIMplus Mobile, said Optus was entitled to use the name RSLCom for a period following the acquisition of the business.

"The new name has been developed following extensive consumer and market research and is expected to rapidly build substantial brand equity and broad appeal.

"Our research demonstrated there were many brands offering a variety of confusing rate plans and offers. SIMplus' opportunity is to cut through the clutter and make things easier for customers by offering plans with value added features to keep customers in control of their mobile spend.

"The name SIMplus comes from the Latin word for simple, we believe this sums up our product offering and approach to marketing. Using a name with a Latin origin also has a link to Optus which comes from the Latin verb 'optare' which means to choose or select," Mr Preedy said.

The change is effective immediately.

For more information:
Germaine Graham
Optus Corporate Affairs
Tel: (02) 9342 5042