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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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All information contained in the Flux app, www.flux.finance, www.joinflux.com, app.flux.finance and any podcast of Flux Media Pty Ltd (ABN 27 639 804 345) is for education and entertainment purposes only. It is not intended as a substitute for professional financial, legal or tax advice. Flux Media Pty Ltd is the owner of the registered trade mark, 'What the Flux'. While we do our best to provide accurate information on the podcast, we accept no responsibility for any inaccuracies that may be communicated.
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