Since the Living Network was introduced in 2021, Optus has touted it as a unique selling point. The telco wants to differentiate on features instead of data allowances, and Managing Director for Marketing and Revenue Matt Williams compares the strategy to the launch of the first iPhone.
"I think that the sort of experience that we're trying to create is one that might compare to... Do you remember some of the old Nokia devices before the iPhone launched," said Williams speaking to WhistleOut.
"[Phones] were getting smaller, cheaper, and more basic, because there was a view that everybody just needs a little phone with Snake. But then Apple came along, and said, 'actually, you know what, these are incredible devices that people can use to live their lives'. And it created iPhone."
"Of course, the iPhone has been an absolute runaway success. And in our own way, which is a bit different from Apple, we're taking a bit of a similar philosophical approach. We know, that Australians want to get more out of their connections and that's what we're trying to enable."
Living Network is Optus' umbrella term for its unique features designed to enhance the telco experience. There's a broad spread, but they are largely split into two categories: advanced calling and connection control.
Advanced calling includes features like real-time call translation, which allows two people to talk to each other in different language. Meanwhile, connection control enables customers to pause their connection or use add-ons for unlimited data or prioritised network access.
While Williams says Optus is still working on raising awareness of Living Network, he's already seen indications of customers picking an Optus mobile plan because of the enhanced functionality.
"When parents have to get a phone for their kids, they are often choosing Optus because of services like Pause, which gives them the ability to control the connection for their kids," said Williams.
"This means they actually get quite a different experience when adding that additional line for their kids, versus going with somebody else."
Uptake varies feature by feature, but Williams said call transcription, unlimited data days, and network monitoring are among the most popular.
"What we see from lots of customers is that they want better quality connections, they want better experiences around those connections," said Williams. "So our focus is on making sure that we're delivering truly against those customer needs, and that's what we think we're doing around things like the Living Network because we know that customers are trying to get more out of their connections."
Speaking at Optus' Tech Day in late June, CEO Kelly Bayer Rosmarin pointed to the Living Network as a move away from competing on dollars and gigabytes with the goal of creating a more engaged customer base. This is a clear shift in strategy from former CEO Allen Lew, who arguably kickstarted the data wars during his tenure. Optus was the first Australian telco to introduce a 100GB plan, for example.
The pivot away from pure value does however come at a time when many Australians are tightening their purse strings, but Williams isn't too concerned. On top of pointing to amaysim as Optus' own budget brand, he says the telco's customer base is growing.
"We have tens of thousands of customers join us every week," said Williams.
"The proposition that I'm talking about resonates with lots and lots of Australians. People freely choose us in a market where there's a tonne of competition, which I take as being great evidence of the fact this idea of providing more from your connection is something Australians are after."
Alex Choros
Related Articles
