Optus launches new data donation scheme

Telco debuts new scheme to help promote digital inclusion and separately is ordered to pay a second fine for misleading NBN claims following action by ACCC

Optus has launched a new digital inclusion initiative, Donate Your Data, with the aim of helping bridge the digital divide for young Australians living in poverty. 

Launching initially with charity partners, the Smith Family and the KARI Foundation, Optus will be providing free Optus SIM cards to young Australians in need, equipping them with unlimited national standard talk and text and 10GB data for use locally, which will be topped up with extra data donated by Optus customers. Eligible post-paid and pre-paid mobile customers can now donate their data to young Australians who need it most via the telco's mobile app.

“For many of us, data is something we take for granted. However, for some young Australians accessing the internet and staying connected with the world around them is a real challenge. This entails everything from studying through to searching for jobs, watching videos or even doing a quick internet search,” said Optus deputy CEO, Kelly Bayer Rosmarin.

Optus said the charity partnership is about enabling connectivity to vulnerable members of the community, such as includes young people in need, those experiencing homelessness, people facing domestic violence, and people living in disadvantage and seeking a job.

“This project makes it incredibly simple for eligible Optus customers to make a real difference and with just a simple tap have the opportunity to contribute to the future of Australians in need,”  Bayer Rosmarin said.

Optus is looking to expand the program by working with other organisations to bridge the digital divide. Optus Postpaid and Prepaid Mobile customers on eligible plans can start donating data today via the My Optus App. It is expected more than 13,000 students in the Smith Family’s Learning for Life program and more across the KARI Foundation will benefit from the initiative.

YouTube’s star maths teacher, Eddie Woo of Wootube, is an ambassador for the program. “Throughout my career, I have seen the big difference the internet can make to a child’s education. So, when I was asked to be part of a program that would donate data to kids in need, I was stoked to be involved,” he stated.

The announcement came as Optus was ordered to pay a $6.4 million fine by the Federal Court for misleading NBN disconnection claims, following proceedings brought by the Australian Competition and Consumer Commission (ACCC). It stems from a customer announcement in May 2018 when Optus emailed 138,988 of its mobile customers claiming their existing home broadband services, provided by competitors, would be “disconnected very soon” and encouraged them to change to Optus NBN broadband to “make the switch, before it's too late”.

The ACCC noted it’s the second time in two years Optus has been ordered to pay significant penalties for misleading consumers about the need to acquire NBN services, although it’s not the only telco to have been subject to ACCC action regarding statements to customers about migrating to the NBN. TPG was also in court last year accused of misleading consumer conduct relating to NBN services that was allegedly in breach of Australian Consumer Law.

ACCC chair, Rod Sims, said the latest penalty should serve as a warning to all other telcos against misleading consumers about their NBN choices.

“The industry should be helping consumers during this process, not providing them with misleading information. We are continuing to watch this area closely,” Sims stated.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.  

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Are you sure they wont start a platform that the cheese is white, pretty sure that is racist

Hite

New brand name for Coon Cheese revealed

Read more

Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...

ravi H

10 lessons Telstra has learnt through its T22 transformation

Read more

thanks

Lillian Juliet

How Winedirect has lifted customer recency, frequency and value with a digital overhaul

Read more

Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....

Sheetal Kamble

​Jurlique’s move to mobile POS set to enhance customer experience

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in