OPTUS URGES CUSTOMERS TO MAKE THEIR MOBILE DEVICES TRULY MOBILE

– Optus data shows old habits die hard with consumers rarely using tablets outside the home –

The typical Aussie household owns an average 5.4 mobile devices[1], however new Optus data shows consumers are not using their ‘so-called’ mobile devices as intended.

Immobile devices

• 44%[2] of those who have bought a SIM-ready tablet have not connected it to a mobile network, potentially not knowing how to or thinking it’s too hard.
• 41%[3] of SIM-ready tablet owners connected to the Optus mobile network only use their data for seven days or less a month and 56% use less than 200MB of data per month.
• 84%[4] of tablets purchased aren’t SIM-ready, which means that they can’t link directly to a mobile network, limiting their data usage to a Wi-Fi network.

Tim Cowan, Director of Postpaid Marketing at Optus, is encouraging Aussies to embrace the potential of mobile technology and fully enable their devices.

“Consumers often don’t realise how they can make the most of their mobile devices. They want the freedom to use their tablets anywhere at any time, but don’t want the hassle of signing up to multiple mobile plans. Others may fear bill shock from having multiple bills and not keeping track of usage.”

“Optus data sharing on My Plan Plus allows customers to have up to five devices on their mobile phone plan that share one pool of data. This allows customers to consolidate their phone and tablet plans onto one bill. Then they can use their mobile data allowance how and when they need, and on the best device for the job,” said Mr Cowan.

Breaking the habit

Alistair Horscroft is an entrepreneur who provides services that deliver behavioural change.

“The Optus data shows how slow we are to break out of the way we have always done things. Even though technology is changing at the rate of knots and we can’t wait to get our hands on the next big thing, we are less quick to change how we use it.

“Traditionally we have used our mobile phones on the move, and our computers at home or work on a Wi-Fi or fixed internet network. We are simply continuing this habit with our tablets and laptops. This may be due to factors such as the cost of new features and difficulty in giving the time required to keep up to date,” said Mr Horscroft.

Optus data sharing can help consumers break the habit and use all of their devices, wherever and whenever they need.

Data sharing – how does it work?

• Customers can get the most out of their mobile plan’s data by sharing it with up to five mobile broadband devices, like a SIM-ready tablet, pocket Wi-Fi or USB modem.
• There are no ongoing costs for Optus’ data sharing, just a one-off $5 set-up fee per device.
• It’s simple. Customers get one bill that tracks overall data usage, so they don’t need an accounting degree to figure it out.
• Bill shock be gone. Customers who use more than their included data pay $10 extra per GB, and they can share that additional data across all of their devices.

Contact Details: Fuel Communications: 02 8217 6500 / Optus@fuelcommunications.com.au

[1] GfK Market Data July 2013: 5.4 devices – the average number of devices per household (devices include basic mobile phones, smartphones, tablets, mobile broadband, laptops, and e-readers)

[2]GfK Tablets ConsumerScope. Base: Tablet buyers who purchased a 3G/4G tablet in 12 months to March 2013.

[3] Optus Insights Data September 2013

[4] GfK Retail Tracking Australia, based on tablet Wi-Fi sales volume percentage – July 2013 to June 2014. Excludes education, commercial, direct and grocery channels.