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Optus Opens possibilities with new mobile network brand
10 Sep 2010

The Open Network - the network with real possibilities

Optus today unveiled a new name for its mobile networks - The Open Network - to recognise its role in enabling Australians to connect and interact in new ways.

The Open Network embodies Optus' "anything is possible" positioning; highlighting that the network is an essential resource for our customers - which enables individuals and businesses to connect to things that matter most in their lives.

To promote the new brand a multi-million dollar national campaign has been developed with advertising agency M&C Saatchi which will launch on 12 September 2010 with a new television commercial. Outdoor, print and online advertising will follow, communicating the network brand and strengthening awareness for the quality and reach of Optus' mobile services.

Michael Smith, Optus' Corporate Marketing Director, said The Open Network brand campaign brings Optus' 3G dual band, 3G single band and 2G mobile networks under one umbrella.

"There has been a seismic shift in how people are using their mobile devices – a mobile network is no longer just technology which allows you to make calls and to send messages. The explosion of mobile broadband and the rise of smartphones have fuelled people's insatiable appetite to consume information on the go.

"It is this world of possibilities that makes this the right time to create a standalone brand for our network," said Mr Smith.

The new brand name follows the $2 billion investment Optus has made in its mobile network over the past five years, with more than 1,000 new mobile sites launched since 2008.

"We're very proud with the work we've done to make the customer experience on our network world class. We will invest over $500 million this financial year to increase both the breadth and depth of our mobile network improving The Open Network something which helps our customers get the best possible mobile and mobile broadband experience in regional and metropolitan Australia," Mr Smith said.

Optus' 3G dual band mobile network will continue to grow, providing greater mobile coverage for Optus customers. The Optus 3G dual band network now provides greater coverage than ever before and is proof of Optus' commitment to deliver choice and competition to Australian customers.

Optus at 30 June 2010 reported 8.7 million mobile customers, 4.17 million 3G subscribers and 994,000 mobile broadband customers on its mobile networks.

Media contacts:
Simone Bergholcs/James Wright
Optus Corporate Affairs
Tel: (02) 8082 7850