Optus announced that it would name its mobile networks 'The Open Network' as it attempts to position its service as "an essential resource" for customers.

From a marketing viewpoint, The SingTel subsidiary aims to catch up with Telstra's network, which was labeled "Next G" by Sol Trujillo, the company's former chief executive. Optus' competing service had not had a name for some time.

Michael Smith, Optus' corporate marketing director, said that the new label would bring under one umbrella the company's dual band, 3G single band and 2G mobile networks.

In a statement, Smith said, "There has been a seismic shift in how people are using their mobile devices. A mobile network is no longer just technology which allows you to make calls and to send messages... The explosion of mobile broadband and the rise of smartphones have fuelled people's insatiable appetite to consumer information on the go."

"It is this world of possibilities that makes this the right time to create a standalone brand for our network," Smith added.

Optus' extensive marketing campaign, which involves a new television advertisement, in addition to outdoor, print and online advertising, aims to make the country aware of the new brand.

Smith adds that his company, over the past five years, had invested $2 billion in its mobile network. He says that more than 1000 new mobile sites were launched since 2008.

"We're very proud with the work we've done to make the customer experience on our network world-class," the executive said. "We will invest $500 million this financial year to increase both the breadth and depth of our mobile network, improving The Open Network - something which helps our customers get the best possible mobile and mobile broadband experience in regional and metropolitan Australia," Smith said.