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Optus Vision 2013: Thriving in the customer-driven economy

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In today's increasingly digital world, consumers are able to connect with organisations in more ways than ever before and dictate the terms on which they want to be engaged.


Optus Vision 2013 is a complimentary event held at the Sydney Convention Centre on 2 May that will equip you with the knowledge, insights and strategies to transform your business in this customer-driven economy. Organisations will hear from global futurists, innovative thinkers, technology experts and leading chief information officers (CIOs) about how changing customer expectations and technology are transforming business. Delegates will also be the first to learn about the findings from the Optus Future of Business Report 2013, which will be released at the event.


Here are some common questions I often get around the rationale behind Vision 2013.


Q. Why did Optus start the Vision event series for Australian businesses?

We first launched the Optus Vision event series in 2011 as part of our commitment to partnering with business and re-investing in Australian organisations. Our goal is to equip IT and business leaders with the trends that are reshaping business and insights and strategies to help them succeed.


One way we do this is by launching our annual thought leadership research at the event. We started with the results from the Optus Future of Work Report in 2011, which investigated how technology was making the Australian workplace more flexible, collaborative and social. We expanded on this last year with the Optus Future of Business 2012 report, which found that Australian businesses were embracing digital technology to become more responsive to customers. This year, we look more closely at the roles different channels such as online, mobile, social media, contact centres and bricks and mortar will play in engaging and serving customers in the future.


Q. What can attendees expect on the day?


The event program is structured as a full day conference that will be split into a morning plenary session featuring our international keynote speakers, an address by Optus Business Managing Director, John Paitaridis and release of the Optus Future of Business Report 2013 findings.


The event will then move into afternoon breakout sessions covering topics ranging from mobility, cloud, multi-channel IT strategies, machine-to-machine, the future of contact centres and big data.


Q. Who is speaking at the event?


We're excited to have a first-class line-up of speaking talent that includes global thought leaders as well as leading Australian business and government organisations at the forefront of technological and business change such as CBA, ATO, Woolworths and NICTA.


In terms of international speakers, Rachel Botsman, Social innovator and author of What's Mine is Yours: The Rise of Collaborative Consumption, will share how trust across multiple platforms is the new currency and what this means for the future of your business. Jack Uldrich, global futurist and best-selling author Foresight 20/20, will deliver the closing keynote on the future of IT and what this means for business.


On the business and government side, Michael Harte, Commonwealth Bank CIO, will talk about building customer relationships in real time. Australian Taxation Office CIO Bill Gibson will explain how online service delivery is changing customer interactions. Has Fakira, Head of Multi-option Retail and IT at Woolworths, will explore how the leading supermarket chain is leveraging mobility within retail to enrich the customer experience. Rami Mukhtar from National ICT Australia will talk about how big data can help organisations personalise offerings to their customers.


We will also hear from leaders and experts at technology vendors such as Cisco, Microsoft, Juniper and Samsung about technology issues ranging from the use of mobile devices to information security and the new world of work.


Q. Why should businesses attend?


Irrespective of their size and reach, organisations that attend can learn how to better anticipate their customers' needs. New technologies open exciting opportunities that businesses of any size and industry sector can capitalise on to drive growth. Optus Vision can help them to be strategic with their choices to generate maximum returns.


Q. What about your Future of Business report? What does the report cover?


The Optus Future of Business Report 2013 surveyed 550 decision-makers and nearly 2,200 consumers to explore how organisations and their customers engage in multi-channel world. We asked businesses how they plan to use digital and traditional channels within three to five years, and benchmarked responses from consumers about their future expectations.


Among the results, we found that over the next three to five years the number of organisations using mobile as a channel to engage their customers will nearly double. We also learned that although many organisations use a multi-channel approach to interact with customers, only 12 percent have fully integrated channels to deliver a consistent customer experience. The report provides statistics, insights and case studies on how Australian organisations can orchestrate their traditional and digital channels better to serve their customers.


Q. Can people who are unable to attend still participate in the event?


We'll stream some of the keynotes live to the web, and there will be a team at the event blogging sessions and taking photos. You'll just need to follow the #optusvision Twitter hashtag on the day.


However, the best way to ensure you get the insights firsthand is to be there.


Q. Do you have any closing comments?


Optus Vision 2013 is an event for any organisation that values their customers and wants to serve them better to gain a competitive advantage. We look forward to sharing the day with you and helping you to thrive in this new, customer-centric economy.


Find details and register through the Optus website at


By Scott Mason, Optus Business Vice President, Marketing, Products and Strategy.


All views expressed are the author's own