Ehab Abdou was one of the first dealers for Optus when it entered the Australian retail market in 1993, though he declined an offer to become an Optus franchisee in 1995 to start his own business, TeleChoice, as a franchiser for OneTel. TeleChoice grew to 55 locations in its first five years and became a partner for Optus after OneTel's collapse in 2001, expanding to 156 locations and representing over 20% of Optus' network traffic. After contracts with Optus and then Telstra, TeleChoice now operates independently using Telstra's 3G network, making it Australia's largest privately-owned telecommunications provider.

2. EhabAbdou was one of their first dealers, when Optus started their entrance into the
Australian retail market in the year 1993 with one shop in Brunswick under the name of
Digital One.
Ehab was offered a franchise by Optus in the year 1995, however, Ehab did not accept the
offer because he saw an opportunity to put his own entrepreneurship into action by taking on
a dealership with One Tel and become a franchiser. At that time, the brand TeleChoice took
off and expanded to 55 locations in its first five years.
TeleChoice were already in discussions with Optus as a potential partner for expanding the
TeleChoice/OneTel product offering long before the infamous collapse of OneTel. However,
with the sudden demise of OneTel in the year 2001 which created a natural fit for TeleChoice
and a huge opportunity for Optus to take advantage on the ready network of professional and
successful franchisees controlled by TeleChoice.
This new found bonding between TeleChoice and Optus saw tremendous growth for both
parties. On the top of this organic growth, Optus elected TeleChoice to take on its retail
subsidiary C2One, which helped TeleChoice to expand from 55 locations to 156 locations
through the time frame of 11 years and proceeded from representing less than 5% of Optus'
throughput to more than 22%. The Optus subsidiary - Virgin Mobile was also a huge
beneficial from TeleChoiceFrom a very young age, the owners of TeleChoice have had
entrepreneurial flair.

3. The Chief Executive Officer - EhabAbdou who is the founder actually studied Mechanical
Engineering at Swinburne University, however, he never worked in this field. Immediately
after university, he felt an instinct to self-employment being the son of an entrepreneur. When
he started his first business venture, he was only 20 years of age. Paul Reeves is the
Managing Director, business partner and consummate salesman. At the tender age of 21,
prior to his first entrepreneurial venture in 1987, he initially studied Business and Marketing
at Deakin University, which was followed by a stint selling the hottest new product in town,
Mobile Phones. This precisely exhibits that Ehab's and Paul's experience in this industry
traces back to the beginning of hand-held devices in Australia, which is 24 years, and is at par
with anyone in this field in Australia.
TeleChoice entered into a 3 year contract with Optus following the collapse of OneTel in the
year 2001. With more lucrative terms, TeleChoice had become Optus' largest channel by far,
leading Optus to renew the TeleChoice contract for a further 3 years in the year 2004.
In 2008, Telstra aggressively pursued TeleChoice as a replacement following the breakdown
of the relationship between Telstra Retail and their leading channel, Crazy John's. Optus
matched the Telstra offer and renewed the TeleChoice contract for 5 years that ended on 31
March 2013 in the bidding war. TeleChoice became the largest telecommunication's kiosk

4. operator in Australian shopping centres peaking at 156 locations, and over one hundred
franchisees and around 40 company operated stores.
TeleChoice was also a major sponsor of Australian Rules Football having simultaneous
sponsorship contracts with leading AFL clubs Carlton, Adelaide Crows, West Coast Eagles,
Brisbane Lions, and Sydney Swans.
The latest change in Optus' management resulted in a change of direction with Optus'
distribution strategy. In October 2012, Optus advised TeleChoice that the contract will not be
renewed further. Also, coherent with this approach, Optus declared in December 2012 that it
will not renew the contract for all phones.

5. Post expiration of the Optus contract, TeleChoice knew that its success within the Optus
relationship was established on the niche placement of the brand and the entrepreneurial
strength of the TeleChoice business model, combined with the active and involved franchisee
network. The TeleChoice brand has built a loyal customer base and regular repeat business
through emphasis on professional and customer focused work practices.
As per the market research and customer feedback regarding the TeleChoice brand, it showed
that the entrepreneurial strength of the TeleChoice business mobile plans model has
permitted the group to become more agile in responding to market demands and taking
advantage of trends both locally and overseas, tailor offers and specials to pull in niche
markets, and be more inventive in the delivery of standard offers to suit individual customer
requirements.
TeleChoice entered into a contract with Telstra Wholesale using parts of Telstra's 3G network
in April 2013. This transformed TeleChoice to become Australia's biggest sovereign retailer
and carriage service supplier. This means that TeleChoice, as result of our partnership with
the Australia's biggest network provider, has 3G mobile coverage through an incredible
network footprint. Spreading over a land mass of more than 1.2 Million km and all over 7000
mobile base stations, this network is superior to any other in Australia, bar Telstra.
The consumer benefits are numerous apart from the network. For instance, all TeleChoice
customers can have free calls to other TeleChoice customers. This can be a part of a family,
business or community group and would be less expensive from a communication viewpoint.
Additionally, without any type of penalty, customers can move up and down the plans. And
without paying exorbitant early termination fees, those who wish to upgrade their handset
before the expiry of the 2 year contract period, can do so.

6. Australia is made up of many cultures with varied backgrounds. To call overseas, as a
standard part of our offer customers can utilise plan inclusion
Rather than simply talking about it with marketing tag-lines like 'no gotchas', these and many
other conceptions are the deviation between delivering true flexibility. In its own right,
TeleChoice is now a private-enterprise Telecommunications Carriage Service Provider that
started from humble beginnings as a dealer for major carriers. In reality, TeleChoice is now
Australia's biggest Australian owned and sovereign retailer/ carriage service provider.
The pace of change is in favour of the Telecommunications sector as for the future. Here are
some major estimations:
 By 2017, 70% of Australians will have a tablet device.
 Over the next 3 years, smart-phones (5” or higher) are expected to quadruple.
 Also in the next 3 years, data usage through smart-phones will double.
 There is a strong acceptance for the wrist-phone-watch since their launch, and will
grow to be the next big thing since mobile phones.
 Across all products within utilities and telecommunications needs, TeleChoice
product range provides customers with solutions.
 To enhance their lifestyles, these solutions will provide our customers with the
confidence that they are achieving great value as well as the ability to utilise
technology.
 The TeleChoice distribution channels are equally important as the TeleChoice product
range.
 Hungry for success and maintains a lower cost base and more flexible model to
market, clearly the management of retail outlets by TeleChoice Franchisees who are
active within the daily operations creates a driven sales force.
 Flexibility, transparency and financial savings are just the beginning for TeleChoice
customers. TeleChoice now has a strong on-line presence in www.telechoice.com.au
with many exciting and competitive offers, in addition to the well-established brick
and mortar channels.
 Customers are becoming partners of TeleChoice rather than merely users. Offering
parts of the Telstra 3G mobile network, very competitive plans, simple customer
access portal and spend-management tools, TeleChoice has the best plans in the
market.
 The complex telephony Plans are clarified by TeleChoice. Australian customers are
now so much better off with an agile and aggressive telecommunications' provider as
unique as TeleChoice. The high cost of telecommunications products are lowered by
TeleChoice. The agony and jargon of getting a new mobile service provider phone
contract are now simplified by TeleChoice retail stores and TeleChoice on-line. It’s a
sigh of relief for the customers.