Telstra Brand Value Up 20% Despite Market Value Slump
Despite a reportedly 21% drop in its market value, Telstra has retained its position as Australia’s number one telco brand, with its brand value jumping 14% year-on-year.
According to Brand Finance Australia’s latest findings, Telstra’s brand value notched US$12.4 billion this year.
The Australian telco has also jumped up one spot, ranking 13th place globally on Brand Finance’s Telecoms 300 list.
Brand Finance Australia Managing Director, Mark Crowe, believes the telco continues to benefit from its “customer-focused” investments:
“Telstra continues to perform exceptionally well across a number of brand attributes, and is now reaping the benefits of its customer-focused investments. Telstra has formally launched a 5G Innovation Centre on the Gold Coast to house tests of new technology based on the emerging next-generation wireless standard and we look forward to the formal rollout of its 5G services in 2019″.
As more consumers are transitioning to internet based OTT messaging services – e.g. Skype, Whatsapp, Facebook Messenger – revenue growth within the global telecom industry has been in decline since 2013.
According to GSMA’s 2017 Mobile Economy report, 79% of global consumers predict the demand for OTT services is outpacing the ability of telecom brands to adjust.