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Optus refocuses retail distribution strategy
30 Oct 2012

Optus today outlined a refocusing of its retail and distribution strategy to reflect the maturing mobile market and the changing needs of Australian consumers. The new strategy will see a more integrated retail and online presence and the rationalisation of some distribution channels, enabling Optus to take greater control of the end-to-end customer experience under the Optus brand.

Rohan Ganeson, Managing Director, Sales said, "As the Australian mobile market matures and we move from a period of growth to one of customer retention, we need a distribution model that reflects this. There is too much capacity in the mobile distribution market and we have made a decision to rationalise our third party distribution channels, while strengthening our branded Optus channels."

Optus has taken the first step toward implementing this strategy by terminating the licence of the Boost brand from 20 January 2013. Optus will retain the pre-paid customers acquired during the partnership with Boost, providing them with continued access to their current plans under its own pre-paid Optus brand.

Optus has also notified TeleChoice that its retail distribution agreements will come to an end on 31 March 2013. This includes the agreements between TeleChoice and Optus' related companies Virgin Mobile and Pre-paid Services (PPS). TeleChoice will continue to be an Optus dealer and we will work with them until 31 March 2013. "This is not a decision we have taken lightly and we thank TeleChoice for their support over the last decade," Mr Ganeson said.

Optus has also reviewed its strategy to ensure it meets the changing needs of the Australian consumer. "As the products and services we sell become more diversified and sophisticated, so too do the needs of our customers. As a result, retail is no longer just a sales channel - it's a channel where customers come to better understand technology and how to get the most from it," Mr Ganeson said.

Over the next 12 months, Optus will transform its branded sales channels to become a full service customer channel. This will include a number of programs to improve and integrate the in-store and online experience plus the rollout of an additional 33 'yes' Optus stores, and over 200 jobs, to better serve our customers. Other customer initiatives will include:

  • dedicated product experts who will be on hand to offer practical information and advice to customers on the latest products and services
  • tighter integration between all Optus channels so customers who buy online can collect in-store
  • improved IT systems and infrastructure to better support Optus retail staff in delivering a better customer experience, and
  • increased focus on employee training and accreditation to ensure more consistent service and product knowledge among Optus retail employees.

"These initiatives are consistent with our strategy to lead the market in customer experience and customer advocacy. The market is maturing, consumer behaviour is changing and our retail strategy needs to reflect this. These changes will allow us to better interact with our customers and deliver a more consistent experience across all Optus sales channels," Mr Ganeson said.

Media contacts:
Gabrielle Crittenden
Optus Corporate Affairs
Tel: (02) 8082 7850