This year we have started to see big steps towards 5G. What can we expect in the near future?
Allen: The first phase of 5G deployment is coming much sooner than many people think. It will combine 5G network capabilities with fixed wireless services to completely disrupt the market and redefine the role a wireless service can deliver.
Shortly after global 5G standardisation was officially drafted in December 2017, Optus was able to achieve 2Gbps data throughput using a prototype home product almost ready for market. By early 2019, we will begin rollout of this first phase of 5G and continue to lead the development of 5G in Australia. All this is thanks to an excellent team of people driving innovation, strong momentum in the market, and a unique set of technologies and spectrum that makes Optus ready for 5G deployment.
The second phase of 5G, which will focus on mobility and mass machine connectivity delivered over 5G in a range of consumer devices is further off, but it’s something we’re preparing for.
With a positive year of momentum, what factors have led to a strong performance, and how do you maintain that momentum?
Allen: Our consistent goal has been to build Optus into a digital organisation that delivers converged fixed, mobile and video services. Underpinning this has been our drive to transform the Optus network and deliver greater competition, choice and value to Australians. This year we executed on this strategy.
Last year, I said that good content and an advanced network with technology that is designed and built for the unique needs of video were essential pillars for our success.
That success was realised when our network was named ‘Best in Test’ in the P3 connect 2017 Australian benchmark following continued network investment, expansion and densification. This has meant our investment in ground-breaking partnerships, to excite customers with game-changing content and experiences has been able to reach more customers, more frequently.
With all this momentum behind us, we’re shifting focus to take the lead in the Australian market – a goal that the whole business is working towards. It’s starting with phase one of 5G but it certainly won’t stop there.
Innovation remains a cornerstone for success in the digital age. What Optus innovations have been outstanding successes?
Allen: As a challenger brand operating within a sophisticated market like Australia, innovation is inherently instilled in our operations.
Arguably the most important example of this is how we interact with our customers. Innovation in this area, through automation, research and development and big data analytics enables Optus to make unparalleled improvements to customer interactions. These interactions have been underpinned by our strong compliance culture, trust and protection of our customers privacy and data.
Innovation allows us to integrate robotic process automation into processing customer orders for greater accuracy and faster delivery. It allows us to connect with data and trends to produce and tailor impactful customer communications, and even content offerings – from billboard advertising through to handset promotions, or our partnership with the Premier League.
What is most exciting about this is that many of the technologies we’re working with are still new and developing. As technologies continue to advance, we will be able to further integrate them into our operations, providing customers with a better experience.
You have continued to focus on transforming Optus to be a mobile-led, multimedia entertainment business. With content so important, what can customers expect to see next from Optus?
Allen: Pairing the positive reputation of Optus’ network with our promise of delivering game-changing entertainment has seen us significantly expand on our content offering, including our role in delivering this to audiences, both on a local and global scale.
This year, we partnered with the Gold Coast 2018 Commonwealth Games to deliver the technology backbone for the event. In addition to significant network technology upgrades, we designed and implemented the Games network, enabling connectivity for broadcasting, telephony, internet and cloud services across all Games venues and providing an opportunity to showcase our capabilities on a global platform.
We’ve also secured the exclusive rights in Australia to broadcast all 64 matches from the 2018 FIFA World Cup™ live, expanding on our existing content offerings with the Premier League. Nonetheless, our overarching goal remains unchanged since we entered the Australian market 25 years ago, to excite customers by disrupting the status quo, deliver customer service that focuses on ‘yes’, and offer greater competition, choice and value to Australians.