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1
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· Posted on
February 21, 2024

Telstra has lifted its net profit by 25% with a big thanks to Optus' silver platter

Telstra's profits climbed 25% and it may be all thanks to former Optus customers.

What's the key learning?

  • Telstra's 25% profit jump may be due to the "tens of thousands" of former Optus customers that came across to the big T following the cyberattack.
  • Your competitor's slip-up is your company's opportunity - Telstra identified an opportunity to highlight its strength in securing its own customers as a key value proposition.
  • Telstra have been ramming home ads about Telstra customers being "secured by Telstra" and ran a number of these ads during the AFL Grand Final.

👉 Background: Telstra is the numero uno in the telco space in Australia. The best for mobile network coverage. The highest monthly costs. The best tearjerker ads.

👉 What happened: Now, Telstra’s new CEO Vicky Brady has delivered her first results as CEO. We’re talking profits after tax of $900 million for the past six months - a jump of 25%.

👉 What else: Telstra said that “tens of thousands” of former Optus customers came across to the big T following the cyberattack. It’s no surprise that Telstra have been ramming home ads about Telstra customers being “secured by Telstra”.

What's the key learning?

💡 Your competitor’s slip-up is your company’s opportunity.

  • Step 1: Plan your press release that highlights why your company isn’t at risk of the same misstep.
  • Step 2: Emphasise your strengths as opposed to your competitors’ flaws.

💡Telstra identified an opportunity to highlight its strength in securing its own customers as a key value proposition.

💡In fact, Telstra ran a number of these ads during the AFL Grand Final…just a week after the breach was announced. And these thinly-veiled jabs at Optus seems to have worked with thousands of customers making the big switch.

‍

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