Optus will dump its retail distributors Telechoice and Allphones as part of its strategy of improving its brand image.
Australia's second largest telco said today that it would invest in its own branded retail distribution and online presence to lure customers at a time when industry was experiencing negative growth.
‘‘Optus will increase its branded retail footprint while the total retail footprint will significantly reduce from the exiting of the Telechoice and Allphones channels from March 2013 and August 2013 respectively,’’ the company said in a statement.
These announcements were made when Optus released its quarterly results, which was down by 7.8 per cent from the same period last year. The company posted a net profit of $160 million ended on December 31.
The telco is repositioning its business in light of competitive pressure from its major rival Telstra and a saturated mobile market. Optus will invest in its super-fast 4G network to improve the customer experience, particularly data services.
Optus terminated its agency agreement with Boost Mobile last year as part of its review of its brand portfolio last year.
"The new strategy will give Optus greater control of the end-to-end customer experience under a single Optus prepaid brand," Optus said in a statement at the time.
Telechoice and Allphones have been contacted for comments.