Optus launches 3G offering with IM

Stan Beer
Tuesday, 15 November 2005 00:55

IT Industry - Strategy

Optus has launched its initial 3G services covering Sydney, Canberra, Melbourne, Brisbane's CBD and Brisbane, Adelaide and Perth airports, dangling the carrot of cheap always on instant messaging.

The offering comes with a range of capped plans starting at $49 and includes always-on instant messaging using Ninemsn instant messenger network, a new push interface called MyZooNow and five subsidised handsets. From 1 February 2006, IM will be charged at 95 cents unlimited use per day or $5.95 unlimited for a month - until then, the service will be free.

Allen Lew, managing director, Optus Consumer said Optus had broken the 3G boundary with product differentiators not seen in the Australian market including two Australian firsts and two world firsts.

'We are the first Australian mobile operator to launch an always-on Instant Messaging (IM) service allowing users to have the same user experience on their mobile as on the PC,' Mr Lew said.

'Also launched today is Optus Wireless Connect - the first Australian datacard to offer seamless roaming across GSM, 3G and WiFi networks.

'We will unveil a brand new interface called 'MyZooNow' - an active, intuitive portal where information is continually updated and pushed to mobile handsets. MyZooNow gives a level of personalisation not seen before.

'We are the first operator in the world to launch a network infrastructure featuring Nokia's Multi-Operator Radio Access Network (MO-RAN) technology, which allows for the easy sharing of radio services.

'Optus 3G mobile services are simple, easy to use, and all about the customer. We have removed things that customers find frustrating about mobile data technology and evolved content and services to a premium level,' Mr Lew said.

Optus will launch its 3G service with four capped plans and services include video streaming, downloading of film clips and music and the ability to make 3G video calls to any mobile network in Australia and six mobile networks internationally.

The MyZooNow handset 'homepage' allows users to set up different preferences for work hours and after-work hours which will switch automatically, providing information such as stock quotes, currency news or breaking news pushed to their mobile while they are working; or LiveTV, music and entertainment in their spare time.

MyZooNow is powered by two new network systems:

The first is a content management system (CMS) which searches the web for breaking news from Optus' content providers. The system filters the alerts against users' personalised settings and pushes requested information to the handset. CMS also provides the new search function for both MyZooNow on 3G and Optus Zoo on the GSM network.

The second is a location based services (LBS) server which enables the network and certain content services to identify the location of the customer. LBS powers the FindA service (maps and directions) and can be set to automatically change the MyZooNow mode based on the location.

'Optus will be Australia's first provider of 3G IM through a partnership with Ninemsn. IM is a popular and personalised way of communicating across all age groups and 3G makes it as efficient on the mobile as through the PC with the added benefit of being able to talk to buddies wirelessly,' Mr Lew said.

Optus has also announced a mobile networking service called Optus Wireless Connect, a laptop datacard, which enables users to roam seamlessly on 3G, GSM and WiFi networks and automatically connect the user to best available service.

Four new monthly 3G capped plans will be available to consumers:

- $49 cap (minimum spend $49 with an included cap value of $230)
- $59 cap (minimum spend $59 with an included cap value of $280)
- $79 cap (minimum spend $79 with an included cap value of $500)
- $89 cap (minimum spend $89 with an included cap value of $560)

Three Optus Wireless Connect plans will be available:

- $49 cap (50MB data downloads) per month
- $89 cap (500MB data downloads) per month
- $129 cap (1.5GB data downloads) per month

Optus will start by offering the following 3G handsets:

- Nokia N70
- Nokia 6680
- Samsung Z500
- Sony Ericsson K600
- Samsung Z140