Australian telecom firm Telstra plans to tap Olympic-sized opportunities in the world's largest telecom market with value-added services before the 2008 Games.

"In our view, China is the most exciting telecommunications market in the world," said Brian Pilbeam, Telstra Asia's president.

Telstra has decided to change the name of its international operations from Telstra International to Telstra Asia to highlight its focus on the Asia Pacific region and the Chinese market is a top priority, Pilbeam said.

The Games may be a big opportunity for Telstra in expanding here, with China's more than 626 million telecom subscribers.

Telstra has already been designated as the official technical adviser to telecommunications services for the Olympics. It has set up a special team to be engaged in the work.

Pilbeam claimed that his company has accumulated more direct Olympics experience than any other telecom operator.

Telstra started to prepare for the Games in 1992 and was the official operator at the Sydney games in 2000.

Besides experience in operating telecom networks and services for the Olympics, long-term co-operation with China is another advantage for Telstra,

according to Pilbeam.

Telstra was already an official partner when Beijing was bidding to host the 2008 Games.

Pilbeam said his company has conducted several training workshops with organizers of the Beijing Olympic Games and will continue the work till 2008.

He declined to say how much Telstra will receive from providing consulting to the organizers, but indicated it is a fair return on its investment.

Pilbeam said that although China's telecom market is still highly regulated and protected from foreign operators, the pace of opening up has begun to accelerate and the regulatory environment ahead does allow for foreign operators to participate in the market.

Beginning next year, China will greatly lift its restrictions on foreign investments in telecom services, according to its commitment to the World Trade Organization.

Plibeam said his company will continue to exchange views with Chinese telecom carriers and explore opportunities in areas like telecom systems integration.

However, the primary focus of Telstra will be on value-added services. Since China already has very advanced telecom infrastructures, the development of value-added services will be a good way to elevate network productivity and Telstra's experience in that area can be a help, according to the Telstra Asia chief.

Source: China Daily