Optus will not change its name to 'Yes'

After days of rumours, Australia's second-largest phone and internet provider Optus has announced that it will not change its brand name to "Yes".

Reports had surfaced earlier this week claiming that the Singtel-owned Optus had considered changing its brand name, and set to launch a massive marketing campaign to expand its entertainment services in order to get more customers.

The Sydney Morning Herald had reported that after market analysis, the telco decided to come up with a massive million dollar branding push and adopt “Yes” as its official name. Over the past 12 months, Optus has concentrated on “Yes”-related trade marking in Australia, including “Yes TV”, “Yes Crowd” and “WiFi Talk Yes.”

However, an Optus spokeswoman has now confirmed with ZDNet that the company will not change its name to “Yes.”

After acquiring the exclusive broadcasting rights to the English Premier League (EPL) last week, Optus chairman Paul O'Sullivan mentioned that the company aimed to “reposition” itself as a multimedia company.

This was accompanied by reports from The Australian saying the telco was planning to slash 1,000 jobs to fund its EPL deal, with the newspaper citing leaked documents. However, Optus denied all reports but conceded that the company might consider restructuring the organisation in future.

In related news, Optus in February launched a new accelerator program that would help entrepreneurs, social enterprises and not-for-profit organisations deal with the challenges faced by young Australians. With technology-backed ideas, Optus believes the program will help pave the way to bring young Australians' dreams to life.

Related: Optus launches Future Makers social change accelerator program to help vulnerable young Australians