Editing Telstra (section)

==Market position==
Since the Australian telecommunications industry was deregulated in the early 1990s, Telstra has managed to remain the largest provider of telecommunications services<ref>{{cite news | url= http://www.itwire.com/it-industry-news/market/51198-australian-telecoms-revenues-pass-40-billion | title= Australia Telecom Revenue passes $40 billion | publisher= iTWire.com | url-status= live | archive-url= https://web.archive.org/web/20160304082622/http://www.itwire.com/it-industry-news/market/51198-australian-telecoms-revenues-pass-40-billion | archive-date= 4 March 2016 | df= dmy-all }}</ref> despite the emergence of rivals [[Optus]] and [[TPG Telecom]]. A ''[[Harvard Business Review]]'' article from 2005 authored by a consultant to Telstra on this topic, reported "that a strategy of offering lower rates on some routes and at certain times of day, even though its prices, on average, were higher than its rivals", helped Telstra retain several points of market share it otherwise may have lost.<ref>{{Citation
 |last         = Roberts
 |first        = JH
 |title        = Defensive marketing: How a strong incumbent can protect its position
 |journal      = Harvard Business Review
 |volume       = 83
 |issue        = 11
 |date         = November 2005
 |pages = 150–2, 154, 156–7 passim
 |pmid = 16299967
 |url          = http://hbr.org/2005/11/defensive-marketing-how-a-strong-incumbent-can-protect-its-position/ar/1
 |access-date   = 31 January 2014
|url-status      = live
 |archive-url   = https://web.archive.org/web/20140203010437/http://hbr.org/2005/11/defensive-marketing-how-a-strong-incumbent-can-protect-its-position/ar/1
 |archive-date  = 3 February 2014
|df           = dmy-all
}}
</ref>

In early 2011, Telstra successfully extended its market share lead by discounting its mobile phone products.<ref>{{cite news | url= http://www.theaustralian.com.au/business/discounts-extend-telstras-market-share-lead/story-e6frg8zx-1226050082261 | publisher= theaustralia.com.au | title= Discounts extend Telstra's market share lead | first=Tracy | last=Lee | date=5 May 2011}}</ref>

By 2020, Telstra's revenue was $26.2&nbsp;billion,<ref>{{Cite web|last=Telstra Corporation Ltd|date=13 August 2020|title=2020 Full Year Results|url=https://www.telstra.com.au/content/dam/tcom/about-us/investors/pdf%20F/130820-MR-Financial-results-for-the-full-year-ended-30-June-2020.pdf|url-status=live|access-date=4 April 2021|website=Telstra|archive-date=3 December 2020|archive-url=https://web.archive.org/web/20201203135404/https://www.telstra.com.au/content/dam/tcom/about-us/investors/pdf%20F/130820-MR-Financial-results-for-the-full-year-ended-30-June-2020.pdf}}</ref> Optus' was $9.0 billion,<ref>{{Cite web|last=Singtel|date=28 May 2020|title=Optus year-end results reflect challenging fourth quarter|url=https://www.singtel.com/content/dam/singtel/investorRelations/financialResults/2020/Q4FY20-Optus-NR.pdf|url-status=live|access-date=4 April 2021|website=[[Singtel]]|archive-date=1 June 2021|archive-url=https://web.archive.org/web/20210601035252/https://www.singtel.com/content/dam/singtel/investorRelations/financialResults/2020/Q4FY20-Optus-NR.pdf}}</ref> and TPG Telecom's was $4.4 billion.<ref>{{Cite web|last=TPG Telecom Ltd|date=25 February 2021|title=TPG Telecom announces full year results for 2020, declares maiden dividend|url=https://www.tpgtelecom.com.au/sites/default/files/asx-announcements/TPG%20Telecom%20-%20FY20%20Results%20Media%20Release%20-%20for%20release%20to%20ASX.pdf|url-status=live|access-date=4 April 2021|website=[[TPG Telecom]]|archive-date=10 March 2021|archive-url=https://web.archive.org/web/20210310073743/https://www.tpgtelecom.com.au/sites/default/files/asx-announcements/TPG%20Telecom%20-%20FY20%20Results%20Media%20Release%20-%20for%20release%20to%20ASX.pdf}}</ref>