Competitors
Strathfield’s main Optus retail competitors include Optus World stores, Allphones, Telechoice and Network Communnications. The market for Optus dealers compose mainly of these companies, with large and extensive chain stores throughout Australia. Most of these chain stores are operated through franchising systems. Other competitors include small independent stores, large retail chain stores (such as Myer) and online retailers (such as Ryda).
Main Competitors
Optus World
Optus World stores are premium dealers of Optus and are operated independently of Optus. Since operations began in March 1995, the Optus World national network of franchise stores has grown to over 140. It was acquired in 2001 by the Optus parent, SingTel Group. The main strength of Optus World is that customers are buying directly from Optus. Furthermore, their luxurious and glossy interior finishes gives confidence to customers that they are dealing with Optus itself, therefore, a perception that service quality is ensured. Optus World retail outlets are currently being converted into “’yes’ Optus Shops”. This process is to update its image to align more with Optus’. Optus World retail outlets are extensive and cover all major capital cities, providing greater physical coverage of the mobile market. Optus World’s main weakness is that they are limited to the phones and services Optus offers.
Allphones
Allphones is a chain of mobile phone franchises with a sixteen year history. They have grown considerably in the last six years, now with a network of 162 stores and kiosks around Australia, and have surpassed Optus World in terms of sheer number of outlets. This has become a major advantage of Allphones over Strathfield. Not only do they have a much more extensive and ...