Telstra began its $100 million dollar Wi-Fi network roll-out yesterday, with 150 free hotspots, and Telstra's director of fixed broadband and bundles, Stuart Bird, believes that while the technological investment is high, the real reward lies in the strengthening of its brand message.
This year Telstra announced its commitment to the nationwide Wi-Fi network, with the telco putting up an investment of $100 million to be spent over five years, however Bird told AdNews that while the bulk of the funds will be spent on the technology, the brand message and conveying that to customers plays a big role in the roll-out.
“The reason we're doing this is to provide customers with another way to connect,” Bird said.
“So there's a great marketing opportunity there absolutely, in terms of the bulk of the money, that will be spent on building the network. The actual benefit is that we can say to customers: 'Not only do you have a wonderful home network and a wonderful fixed network, but now you have this additional opportunity, not only here but when you travel overseas' That's a really important point as well.”
Telstra is working with global Wi-Fi provider Fon to also provide Telstra customers with a further 13 million hotspots overseas. Bird explained that when talking to customers Telstra always asking for another way to connect with the brand and its services, and when it provided them, the customer brand connection grew stronger.
“What we see is that the more telecommunications companies can help customers to connect in places that matter to them, the more that company matters to them. If you look at our plans over time we're not just going to roll these plans out to consumers, we're also looking at business opportunities in the future too,” he said.
When asked about the data that the telco will be able to capture as part of the Wi-Fi network, Bird said that the primary focus for building the network wasn't to collect data from either potential or current customers.
“The focus is more about making sure that what we offer to customers in the market, [ensures] we are the premium brand. So, as a result, we need to ensure that our customers perceive us as great value. This will help that perception from a customer standpoint.”
“To have your mobile with Telstra, your fixed broadband with Telstra and now to have your Wi-Fi network here and overseas, the whole concept is there are so many places to connect with Telstra, less about data collection, far more about customer experience.”
For more news on Telstra:
Telstra rolls out first hotspots in national Wi-Fi network
Telstra taps internet of things with public broadband network
Bundling is all the rage: Telstra plots ad burst from The Monkeys
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at sarahhomewood@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day. Need a job? Visit adnewsjobs.com.au.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.