Optus is becoming a subscription powerhouse
Getting customers is one thing; retaining them is another. This is especially true in Australia’s telco market, where, in addition to the three major networks, over 30 Mobile Virtual Network Operators (MVNO) offer competitive prices for SIM plans. So how do telcos differentiate themselves well enough to keep customers coming back each month?
Optus has a clear plan for this – subscription products. The second largest telco in Australia, Optus, has pivoted towards other subscription services over the past few years. The telco offers customers live sports coverage and other TV options, using that as a retention method.
And now, Optus’ plan is even clearer with MasterClass streaming service to its subscription management platform, SubHub.
This article discusses how Optus is becoming a subscription powerhouse, keeping customers on the hook with much more to offer than just phone plans.
What is Optus’ SubHub?
Optus launched SubHub in late 2019 as part of its Optus Living Network. SubHub is a free-to-use platform that allows customers to manage their content subscriptions. The platform is handy for those who want one bill instead of multiple bills from different streaming services. Just add your subscriptions to SubHub and manage them on one platform.
SubHub is free for Optus customers, and when multiple subscriptions are added to the platform, subscribers receive discounts. Here’s a breakdown:
- Adding one paid subscription doesn’t result in a discount
- Two paid subscriptions result in a 5% discount
- And three or more result in a 10% discount
Discounts are a great incentive for customers, considering they are likely already subscribed to some content providers. If adding those content streamers to SubHub will result in discounts, customers will likely sign up and stay with Optus.
Here’s a list of some popular apps you can add to SubHub:
- Netflix
- Optus Sport
- Prime
- Paramount
- Binge
- Brit Box
- YouTube
- Calm
- Kindle Unlimited
- Microsoft 365
- Sweat
- Iwonder
- iQIYI
- Inkl
- MasterClass
How Optus’ addition of MasterClass to SubHub broadens its reach
MasterClass is a streaming service that offers online classes taught by experts in various fields, such as cooking, writing, and photography. This differs from the typical content streaming app, as it aims to educate rather than entertain. But that is precisely why its addition is a big deal – while other popular streaming apps are expected, MasterClass attracts a different set of consumers.
The likes of Coursera and Udemy come to mind when discussing MasterClass. They all have education in common. However, MasterClass takes a different approach – allowing celebrities to host classes on both education and self-improvement. Imagine signing up for an acting class taught by Natalie Portman or a gymnastics class by Simone Biles. Yes, these are actual classes on MasterClass.
Adding this service to Optus’ Subhub subscription management platform means that customers now have access to a wider range of content and services, making the platform more valuable. Customers now have even more reason to log on to Optus and engage, making them more likely to continue using the platform and renew their subscriptions.
Optus – the subscription powerhouse
The list goes beyond MasterClass – Optus is now the go-to telco for subscription products. Optus Sport comes to many Australians’ minds when the telco’s name is mentioned. That’s because Optus Sport, a key subscription product for the telco, has garnered attention over the years as the sole provider of live football matches for several major leagues.
To put this into perspective, Optus Sport now has over 825,000 subscribers. The streaming service holds exclusive rights to the English Premier League (EPL) thru 2028. And that’s not all – Optus Sport boasts several other leagues, from J. League to UEFA Champions League.
Now, Optus has also added Netflix to SubHub, and we’re sure you can guess what that means. By far the most popular streaming service in Australia, Netflix is bound to attract even more subscribers to Optus through its SubHub platform.
Here’s how Optus content vice-president, Clive Dickens, put it: “What that means is there are, I estimate, in excess of five million Australian homes that now subscribe to Netflix and every single one of those homes, if they are an Optus customer, will be eligible to bring over their existing Netflix subscription into SubHub.”
Conclusion
We expect the list of Optus subscription products to grow in the coming months and years. Having SubHub as an option makes this expectation more likely to become a reality. With Netflix, Prime, Optus Sport, MasterClass, and more, customers can now bundle their content services into one platform with one bill.
And the best part – discounts. Nothing attracts subscribers more than value, and paying less for a service you already have just for moving to Optus, is a sure way to attract new customers and retain existing subscribers.