Optus has announced that it will be discontinuing several features from its Living Network, a move that has left some customers wondering about the future of their mobile services. For those unfamiliar, the Living Network was introduced as a suite of digital services designed to enhance the mobile experience for Optus users.
These services included a range of tools aimed at giving customers more control over their mobile plans and usage. However, as of October 18, many of these features will no longer be available.
What is the Living Network?
The Living Network was part of Optus’s strategy to offer more personalised and flexible options to its customers. It included features like Pause, which allowed users to temporarily halt their mobile service, and the Optus Pause app, which provided control over connected devices and time spent online.
Other services included Call Translate, a real-time translation service for phone calls, and a donation platform allowing customers to donate data to charitable causes.
What’s Being Axed?
Optus has confirmed that several features of the Living Network will be axed, including Call Translate, Optus Pause, and Optus Donate Your Data. The decision to phase out these services was likely influenced by their low usage rates among customers.
While innovative, these features didn’t seem to resonate with a large portion of the user base.
A spokesperson from Optus commented on the decision, saying, “We constantly evaluate our products and services to ensure we’re providing the best value to our customers.
Why These Features?
The features being discontinued are among the least used in the Optus Living Network, indicating that while they may have been innovative, they did not meet the needs or expectations of the majority of users. For example, Call Translate was a novel idea, especially for those who frequently communicated with non-English speakers.
However, it seems the demand for real-time translation during phone calls was not as high as anticipated.
Similarly, while Optus Pause provided a way for users to take a break from their devices, it’s likely that users found alternative methods to manage screen time without needing a dedicated app.
The same goes for the Donate Your Data feature, which, while charitable, may not have seen the widespread adoption needed to justify its continuation.
What’s Next for Optus Users?
Some users might feel disappointed by the removal of these features, but Optus remains fully committed to providing value. The company now prioritizes enhancing and improving the most popular and essential services for its customers.
By retiring certain features, Optus strategically shifts its focus toward optimizing resources and delivering services that benefit the majority.
Expect more streamlined and focused offerings as Optus continues to innovate and adapt to the evolving needs of its customer base.
For users affected by the discontinued features, Optus ensures support in transitioning to alternative services or methods to achieve similar outcomes.
Conclusion
The axing of some Living Network features by Optus is a clear indication that the company is prioritizing the needs and preferences of its broader customer base.
While it’s always difficult to see certain services go, the focus on more widely used features suggests that Optus is committed to providing the best possible experience for its users.
As mobile technology continues to evolve, it’s likely that Optus will introduce new and improved services that better align with the needs of its customers.
