Optus has cancelled its retail distribution agreement with TeleChoice, which includes Virgin Mobile and Pre-Paid Services.
The agreement will end 31 March next year and is part of the telco's revised strategy for retail and distribution to a more integrated retail and online focus.
Optus also recently ended a 12-year agreement with Boost Mobile.
“As the Australian mobile market matures and we move from a period of growth to one of customer retention, we need a distribution model that reflects this,” Rohan Ganeson, managing director, sales, said in a statement.
“There is too much capacity in the mobile distribution market and we have made a decision to rationalise our third party distribution channels, while strengthening our branded Optus channels.”
Ganeson said the revised strategy is a result of changing consumer needs.
“As the products and services we sell become more diversified and sophisticated, so too do the needs of our customers. As a result, retail is no longer just a sales channel – it’s a channel where customers come to better understand technology and how to get the most from it,” he said.
Further changes are also set to come over the next 12 months, including rolling out 33 new Optus stores and improving IT systems and infrastructure.
The telco will also offer “product experts” in-store to advise customers on how to use products.
Optus would not reveal how much the revised strategy costs and would not disclose where the new 33 stores would be located.
Yesterday the Telecommunications Industry Ombudsman (TIO) revealed that complaints about Optus have increased 47 per cent in 2011-12.
Follow Computerworld Australia on Twitter: @ComputerworldAU
Join the CIO Australia group on LinkedIn. The group is open to CIOs, IT Directors, COOs, CTOs and senior IT managers.