Matt Williams is the Managing Director of Marketing & Revenue at Optus. Matt arrived in Australia and joined Optus just over a year ago. Prior to this, he developed rich global experience and cross industry knowledge in New Zealand and Europe. During his time in Europe, he worked in banking and consulting sectors. Majority of his career was spent at Vodafone, where Matt lead the group in a several roles across marketing in both local and African/Asian markets. In this episode we discuss: • The digital disruption of the telecommunications sector transitioning to the next era of industry, with seamless and dynamic experiences for customers enabled by 5G networks. • How marketing at Optus challenges the status quo in the telco market through powerful branding and establishing an end to end customer experience. • Key challenges in determining the optimal mix of long-term brand building and short-term activation and direct response. • How Optus built a sustainable differentiation and reshaped value proposition to ensure customer acquisition and retention. • How digital consumers are redefining the current telco landscape with trends in flexible working, shift to e-commerce and the rising consumption of video media. Three Quick Questions: • What business book do you recommend? 'Everybody Lies' by Steph Stephens- Davidowitz • Who is one person to follow on social media? Scott Gallaway - Professor of Marketing at NY University Business School • If you could have dinner with anyone, who would it be? Matt's wife To learn more about Optus and its offerings, visit https://www.optus.com.au/ You can follow Matt Williams on LinkedIn