The big news story this week is that Optus might be rebranding itself and changing its name to Yes.
Fairfax Media has reported that the telco has been running it past focus groups and the results have been overwhelmingly positive.
Its parent company Singtel is even looking at trademarking monikers such as “Yes TV” and “Yes Crowd”. It’s even looking at doing something with the word “Yes” itself.
Optus has to adopt this strategy with companies like TPG entering the data market
It will also mark a shift in the company from being about telecommunications to one focused just as much on entertainment with offerings like “Yes TV”, which will combine its broadcast rights to the English Premier League and the budget Foxtel competitor, Fetch TV.
The exercise will cost Australia’s second largest telco millions of dollars to differentiate itself from its rivals, covering everything from refitting stores to new advertising campaigns.
It also comes at a time when Optus is cutting costs and staff.
Optus subsequently denied this report when speaking to other news outlets.
Still, if nothing else it might pay to watch this space.