Optus refutes name change; readies for marketing push

Sarah Homewood
By Sarah Homewood | 8 March 2016

Telecommunications giant Optus has held focus groups around changing its name, with the brand also said to be readying a marketing push in a bid to win new customers.

According to Fairfax's The Sydney Morning Herald, the Singtel-owned business has been discussing changing its name to the word “Yes”, which has formerly just been its tagline.

The paper also claims that over the past 12 months Singtel in Australia has trademarked "Yes"-related monikers including "Yes TV", "Yes Crowd", "WiFi Talk Yes" and most recently renewed the word "Yes" on its own.

An Optus spokesperson has told AdNews however that the claims Fairfax are making about a name change are incorrect.

The timing of the rumoured name change comes as the brand has started seeking interest levels for its newly acquired English Premier League (EPL) rights. Optus also recently rolled out a revamped rewards offering as another way to lure more customers.

A Roy Morgan survey recently found that 20% of Australian EPL viewers would switch internet providers to watch the games, this could amount to more than 330,000 new customers for Optus.

All signs point to the fact that this year will be a big one for the telco, with not only the business now being the owner of sought-after broadcast rights, it is also entering a new year with a cemented creative and media agency roster, which could point to some big brand work coming down the pipe.

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