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Sing-Tel Optus: Number 2 and sliding



Topic: Telstra

Tags:    3g-network  investment  marketing  mobile-phone  news  paul-osullivan  research  singtel-optus  telstra


Sign - Person falling down an avalanche

Sing-Tel Optus is starting to pay for its lack of investment in mobile operations. Findings by broking firm Merrill Lynch indicate the widening gap between Telstra and Sing-Tel Optus - the number two player in mobiles in the country – is more likely to be caused by under-investment than poor marketing.

"Our analysis suggests that Optus's underinvestment rather than a lack of marketing spend is the key reason for its underperformance versus Telstra," analysts said in a note yesterday.

"We believe that it has failed to exploit growth opportunities in mobile and fixed data and broadband services over the past three years."

The broker believes that only an increase in investment in its mobile operations will prevent Sing-Tel Optus from further losses in market share.

The importance of the mobile business to Optus cannot be understated; it contributes almost three-fifths of revenue. But last month the division posted a 6.6 per cent decline in pretax earnings for the quarter, down to $327 million, due to lower termination rates - the price a carrier charges callers to reach a phone on its network - from 12c a minute a year ago to 9c.

Optus has certainly has some catching up to do since Telstra sprang its third-generation mobile network on competitors in October 2006. Optus began rolling out a national 3G mobile network of its own last year at a cost of up to $500 million.

Findings also indicate lost ground to Hutchison Telecoms over the past three years as its 3G network expands and the 14-month delay in Sing-Tel Optus launching into the wireless broadband market.

Optus chief, Paul O'Sullivan should expect tough questions from investors in Singapore next week.

Comments

Vasso Massonic
265 comments

28 September 2008
7:00am

Comment Permalink

I reiterate what I wrote on the 23/09/08 (Broadband Forum) ...."Tony, this is very interesting. Clearly, they are in breach of the continuous disclosure provisions. The following was disclosed, inter alia, (see link below) to its shareholders on 22/09/2008 which is clearly at variance with the article. ASX & ASIC nota bene: "Drive mobile share
• Grow postpaid market share through mobile caps and plans • Strengthen prepaid leadership • Leverage wireless broadband to grow broadband market share • Generous data packages for
IPhone Extend mobile coverage • 3G HSPA network to reach 98% Australian population by Dec 09 (Jun 08: 80%)"
http://imagesignal.comsec.com.au/asxdata/20080922/pdf/00882188.pdf"

Since then, the Singapore Telecom (SGT) share price slid 6.76% between the 24/9 and the 26/9 yet not a whisper from the regulators referred to in my Post above. I am amazed at the tolerance extended to foreign companies operating in Australia.


Robert LEE
2 comments

28 September 2008
11:04am

Comment Permalink

Optus fell into a naive and immature approach to its marketing, with all those stupid monkey ads which attacked Telstra.. Maybe they should stick to selling their product and services...or maybe they can't cause they dont really have any???


Vasso Massonic
265 comments

28 September 2008
3:00pm

Comment Permalink

Robert, It's a well known fact in business that if you pay peanuts you get monkeys. Perhaps that was the message in the sales pitch!!!


Tony Power
204 comments

1 October 2008
1:05pm

Comment Permalink

I think it would be interesting to get a third party to audit the mobile coverage and signal strength in the major cities, paid for by the providers, and let the results speak for themselves. and let the better network win.


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