People dont choose Telstra if they are price seekers or value seekers, they choose Telstra for quality, best coverage, easy to setup (nighthawk) etc.
On that point of quality TPG isnt even a threat to Telstra as they wont even have voice, its data only to start, so TPG will be driven by price seekers, not value or quality.
The point of creating belong was to create a brand separation, so they can develop a cheap brand (Belong), and maintain their quality brand (Telstra).
I hope for Telstras sake they use belong to chase prices, and maintain Telstra, or they will undermine each other and undo a previously good strategy.
Where to now for long term investors of Telstra, page-3774
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