Optus Broadband and Mobile Services Knocked Out for Five Hours: Investigating the Root Cause
Optus, a major telecommunications provider in Australia, experienced a significant outage that resulted in the widespread disruption of its broadband and mobile services for a duration of five hours. The outage affected a vast number of Optus customers, including both individuals and corporate entities, which raised concerns about the root cause of this technical failure.
When asked to explain the reason behind the outage, Optus CEO Kelly Bayer Rosmarino attributed it to a technical network fault. However, her statement raised some questions regarding the transparency of Optus in addressing the issue. Rosmarino’s mention of a soundbite suggested that the company prioritized its relationship with the media over its own customers.
With over 10 million mobile customers alone, representing more than one-third of Australia’s population, Optus has become an integral part of the country’s infrastructure. Its services are utilized in various sectors, from transportation to healthcare and emergency services. Therefore, Optus customers, who are becoming increasingly tech-savvy, not only seek to understand how such an outage occurred, but also question why it happened given the advancements in technology.
In a rapidly digitalizing world, it is crucial for companies like Optus to have effective crisis communication strategies in place. The importance of responding promptly and transparently within the so-called golden hour cannot be understated. Optus, being a telecommunications company, should have been prepared with alternative communication methods to mitigate the impact of such an outage. For instance, utilizing email or backup networks could have helped to minimize the disruption experienced by customers.
Crisis communication expert Timothy Coombs emphasizes that the reputation of an organization can be further damaged by various factors, such as past incidents, track record, and the severity of the damage caused. In this case, Optus, as a technology provider, faces intensified scrutiny since it presents itself as a master of the very technology that failed.
To regain trust and demonstrate accountability, Optus should strive to disclose the root cause of the outage in a way that is understandable to its users. By sharing information and insights, the company can signal to its customers that they are valued and that Optus is committed to resolving the issue and preventing similar incidents in the future.
In conclusion, the recent outage experienced by Optus has highlighted the need for transparent and effective crisis communication. As technology becomes increasingly pervasive in our lives, companies like Optus must prioritize their customers’ concerns and expectations. By embracing openness and striving to provide clear explanations, Optus can rebuild trust and reinforce its position as a reliable telecommunications provider.
Source: The Conversation (Au and NZ) – By Peter Roberts, Lecturer, School of the Arts and Media, UNSW Sydney
