. Large murals were printed upon the garishly-painted walls of company’s offices all around the world. Internally, the company had a fondness for applying the One.-prefix to everything relating to the business: One.Dude, One.Team, etc(Media Coverage).
Chronological outline of One.Tel
One.Tel was listed on the Australian Stock Exchange (ASX) not long after it was foundedin 1995 to 2001. It went into voluntary administration on 29 May 2001 and intoliquidation, upon a decision made by creditors in the administration on 24 July 2001. It began business in May 1995 with a total initial seed capital of approximately $5 million.The ownership structure of the company was: Optus 28.5%; FAI 18%; James Packer 5%;Kalara Investment 50% (approximately). Kalara Investment was owned by Jodee Richand Brad Keeling (Media Coverage). PBL and New Corp’s support gave One.Telcredibility and cash base to fund it rapid expansion both domestically and overseas(Cook.T, 2001).The original thought process began with a simple initiative: they wanted to start a newtelephone company, one that the average person would understand. The company wasvery people focussed and focussed on the residential market, as opposed to corporate business. They wanted the consumer or everyday person in the street, to have access tothe entire suite of telephony products, which is why the company was marketed with thecatch phrase
“100% telephone Company”
. One.Tel had three core product offerings:fixed wire long distance, Internet service provision and mobile telephony (Wikipedia).Its business expanded greatly and included operations in the United Kingdom and severalother countries; it came to have 2.4 million customers world-wide including 500,000 inthe United Kingdom. One.Tel came to do business reselling Optus Mobile PhoneServices, reselling Telstra Local and Long Distance International Calls, reselling Telstra
The Dude was a cartoon-like depiction of a rather stupid man in his early twenties. His main role was toinform the public in television and print advertisements that even a stupid and lazy person such as himself could get a mobile phone with One.Tel (Media coverage)