Executive summary
'Not Worried About Data' is a triumph of thinking long-term in a 'short-term' category.
Competing for customers in market on a monthly basis, the Pre-Paid mobile category became stuck in a downward spiral of price promotions and bonus data that had devalued every brand's offering. With its customer base in freefall and a price premium that made it tough to win a race to the bottom, Telstra chose to step away from this short-termism and looked ahead - rediscovering its unique value, rethinking its audience, and committing to a strategy, idea, and a culture of ongoing iteration, for...