Telstra 2013 Annual Report Download - page 9

Retaining and Growing Customer Numbers
STRATEGY AND
PERFORMANCE
RETAINING AND GROWING CUSTOMER NUMBERS
WE WANT TO BE THE
TELECOMMUNICATIONS
PROVIDER OF CHOICE
OUR STRATEGIC PRIORITIES
We have continued to see good
momentum in the business as our
customers respond positively to the
initiatives we have put in place over the
past year, including new competitive
mobile and fixed bundle plans.
MOBILES
Our mobiles business continues to
provide growth for the company with 1.3
million domestic retail mobile customers
added in the past year. Since refreshing
our mobile plans in 2010, we have added
over 4.5 million mobile customers in
Australia. Our leadership in mobiles is
based on the breadth and quality of our
network coverage. We have Australia’s
largest and most reliable mobile network,
covering more than 99.3 per cent of the
population, 2.3 million square kilometres
of landmass and more than 1 million
square kilometres out to sea.
Growth on our 4G network continues and
since launch in September 2011, we have
sold 2.8 million 4G devices. This includes
1.9 million handsets, 200,000 tablets,
400,000 dongles and 300,000 Wi-Fi
hotspots. We continue to expand our device
range and we now offer 27 4G devices.
This includes a 4G dongle and Wi-Fi device,
Australia’s first 4G device combining a
USB dongle and Wi-Fi hotspot technology,
providing an ultra-fast internet connection
that up to five Wi-Fi enabled devices can
share simultaneously.
We continue to refresh our mobile offerings
and during the year we announced our
new No Lock In plans that come with great
value inclusions and do not require a
long-term contract or commitment.
Customer benefits include better budget
control, the option of using existing mobile
phones and not having to purchase a new
one, and the freedom that comes from not
being tied to a long term contract.
In the wholesale space we launched a
3G prepaid mobile offering allowing our
customers to market and custom brand
their own prepaid mobile and wireless
broadband offerings using Telstra’s 3G
service across parts of our mobile network.
FIXED
We regularly ask our customers what new
features and options they would most
value on their fixed plans. Our customers
told us that included entertainment and
mobility were important, so this year we
introduced a new range of Entertainer
bundles. In addition to high speed
broadband, unlimited local and STD calls,
and mobile phone benefits, a selection of
the new bundles now include 11 popular
Foxtel on T-Box® channels and 500
megabytes of mobile broadband data. We
grew the number of our fixed broadband
customers taking a bundle by 238,000
this year to 1.6 million, or 59 per cent of
our fixed broadband base.
Across our Telstra Business and
Enterprise and Government segments,
we have increased cloud customer
numbers by 68 per cent. These customers
are benefitting from Telstra’s world-class
Next IPTM network which provides
superior reach, speed and coverage.
Network performance is monitored and
maintained from dedicated centres by
an Australia-wide team of technicians,
allowing our customers to place greater
reliance on network applications and do
business in more places.
9%
7%
12%
68%
RETAIL PRODUCT CUSTOMER GROWTH IN FY13
CLOUD
HK MOBILES
(CSL)
MOBILES
DOMESTIC
FIXED
BROADBAND
7Telstra Annual Report 2013
STRATEGY AND PERFORMANCE