How Telstra is bringing multichannel experiences to life

Andrea Sophocleous

In the 12 months since Telstra launched its 4G network across Australia, the telco has witnessed an insatiable appetite for video content among its customers.

"We are seeing our network inundated with content consumption and it's only been a short space of time," Adam Good, director of digital media and content at Telstra Media, told attendees at the Engage Forum, an event organized by the Association for Data-driven Marketing and Advertising (ADMA) and held in Sydney in November 2013.

Video consumption, Good added, is still mostly taking place on desktop computers, but this may not be the case for long, as "a huge amount of growth" is coming from tablets and smartphones. The numbers back up his claims: smartphone data usage among Telstra customers has increased by a phenomenal 5,934% between 2010 and 2013, and tablet data usage is also up by 1,064% since 2011.