TLDR version: Optus’ brand and reputation have been negatively impacted by its handling of the cyberattack in 2022 and the highly visible outage in November 2023. The announcement of Stephen Rue as the new CEO is the next step in rebuilding the firm’s image and improving performance. This brief looks at three challenges facing the firm: Restoring trust and subscriber growth, performance of its Enterprise Fixed business, and driving growth in average revenue per user (ARPU).