Optus wraps itself in the flag with Telstra price attack

Tim Burrowes

March 13, 2009 11:03

Optus has today launched a full-on advertising attack on rival telco Telstra, hinting that its change to its pricing structure is a blow to the Australian economy.

Full page ads feature a cut-out of Wednesday’s Sydney Morning Herald story which highlighted Telstra’s move towards billing for longer minimum units of time on calls.

The tactical Optus ads – created by M&C Saatchi – carries the sarcastic message next to the cutting: “Just what Australia needs right now.” The copy then invites Telstra subscribers to switch to Optus.

The attack marks a switch – in the past Telstra has tried to make the most of its Australian credentials, while flagging Optus’s Singaporean ownership.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

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1 COMMENTS

Optus Insider 18 Mar 09

I love the way that Optus recommends that people switch to the “Timeless” or “Fusion” plans. Both of these are ridiculously expensive unless you’re making a lot of calls. You’re looking at between $80 and $130 a month for these plans, so unless you’re spending that much on your phone bills already it’s not worth it.
I shudder to think of the sales people recommending these plans to the elderly, trying to convince them they’ll save money. And don’t get me started on the Fusion excess data charges, what a ripoff.
“A $300 charge for 2GB of excess data usage including uploads? Just what Australians need right now”.

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