Business News

The Optus brand is in tatters. How can it even begin to rebuild customers’ trust?

Written by Cassandra France, Lecturer in Marketing, The University of Queensland

Optus finds itself in a perilous situation once again. Last week’s 13-hour Triple Zero network outage left about 480 customers unable to call for emergency help. Three deaths linked to the outage are being investigated.

That outage wasn’t an isolated incident for Optus. Just this week, the Federal Court imposed a A$100 million penalty...

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