Following its expansion, Optus has bestowed its 3G network with its very own brand name: “The Open Network.”

Now with its very own identity, the Optus 3G network can compete head-to-head with Telstra’s Next G network.

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

"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 consume information on the go."

Optus will be marketing the network’s brand from Sunday via print, TV and online advertisements.

Optus has invested $2 billion in their mobile network over the past five years. More than 1,000 new Optus mobile sites have been launched since 2008.

"We're very proud with the work we've done to make the customer experience on our network world-class," Mr Smith 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."

The Open Network also allows wholesale customers to use its mobile network making it more ‘open.’  Wholesale customers include Dodo, TPG (mobile), iPrimus, Virgin and iiNet.