SWOT Analysis

Strengths
One of the largest telecom companies in Australia.
It has strategic partnership with SingTel.
Its aim to enhance 3G services in rural and regional areas.
OPTUS has invested massively for the construction of fixed
mobile and satellite network within central districts and local
access networks.

Weakness
Might lose the first movers advantages
Limited regional presence as compared to global competitors.

Opportunities
Different structure from other telecommunication company .
Acquisition of virgin mobile.
Consumer can get various new product and services for
technological innovation.
An increasing growth in mobile service sectors.

Threats
Market saturation and reforming of regulatory environment
Global economic condition
Low switching cost for customer due to availability of
competing firms.

Recommendation
Optus can increase amalgamation with media and information
technology industries.
Optus needs to strengthen its focus on improvement of its
products and services
Peruse introduction of m-commerce by using its strength of
introducing innovative technology.
It should also use its financial assets to expand business
globally.