Telstra 2000 Annual Report Download - page 17

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ss
Our SMS (Short Message
Service) service enjoyed huge
growth, with approximately
5.6 million digital GSM mobile
originating messages sent
weekly by MobileNet®
customers.
We exceeded our goal of
4 million Services In Operation
(SIOs), maintaining almost
half the country’s 8.5 million
mobile phone customers, and
easily surpassing our target
of 3 million MessageBank®
services, which equates to a
penetration rate of 77 per cent
of our digital customer base.
An important measure of
success is our mobile phone
churn (disconnection) rate,
which is currently the lowest
in the industry at less than
1.3 per cent per month,
reflecting our customers’
appreciation of MobileNet’s
superior network coverage
and service.
Our ‘Far and Away Australia’s
Best™’ advertising campaign,
with Australian personalities
John Farnham and Glenn
Wheatley, was extremely
effective, increasing customer
acquisitions during the
campaign. Their popularity
and likeability, Australian-
ness, trustworthiness and
sense of humour appealed
to the consumer.
➞
Internet access using
WebMode (WAP enabled
mobile phones) was launched
in December and provides
access to a wide range of
information services and
personal applications. There
are currently more than 27
applications with the top five
Telstra sites, including e-mail,
Inspirit, TV guide, Blackjack
and the Surf n’ Ski report.
Telstra was first to market
with wishlist.com, Surf n’ Ski
reports, wireless games, WAP
banking, and online share
trading. New applications and
content are continually being
developed. For example,
a Mobile EFTPOS pilot was
completed in July and will
be commercially launched
later this year.
services in operation
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