Telstra's price point balancing act

Telstra is trying to convince customers that its services are value for money but the telco probably shouldn't take today's price savvy consumers for granted.

Soon after David Thodey took over the reins at Telstra he announced ‘Project New’. A billion dollars was set aside to make Telstra more competitive. Until that time the company had positioned itself as a ‘premium’ company and that had allowed Vodafone, and in particular Optus, to increase their market share, especially in the mobile market. For the next 18 months Telstra had an aggressive sales and marketing campaign that paid off very well. It became the market leader in the mobile market again (based on growth). Vodafone suffered the most from this campaign and Optus flat lined during that period.

{{content.question}}

{{ twilioFailed ? 'SMS Code Failed to Send…' : 'SMS Code Sent…' }}

Hi {{ user.FirstName }}

Looks like you've already taken a free trial

Please enter your payment details

We have sent you a code via SMS to {{user.DayPhone}}

please enter this code below to activate your membership

We cannot send you a code via SMS to {{user.DayPhone}}

If you didn't receive SMS code please

SMS code cannot be sent due to: {{ twilioStatus }}

Please select one of the options below:

Looks you are already a member. Please enter your password to proceed

Please untick this box when using a public or shared device


Verify your mobile number to unlock a FREE trial

Please sign up for full access

Updating information

Please wait ...

  • Mastercard
  • Visa
Mastercard

The email address you entered is registered with InvestSMART.

Please login or select "Don't know password"

Please untick this box when using a public or shared device


Register as a new member

(using a different email)

Related Articles