The Optus-led group of nine (G9) Consortium has today rebranded itself as Terria.
The name, derived from 'Terria Australis' (unknown land of the South), formalises the consortium's structure after the appointment of former Soul executive Michael Simmons as managing director and previous NSW treasurer Micheal Egan as chairman.
"We like the fact that [the name] is phonetically the same as terrier which hints at the energy and tenacity which will be needed to win the best communication outcome," Egan said.
IiNet chief regulatory officer Stephen Dalby said it was time for the group to operate under a formal title.
The former G9 name was created by the media, and remained after the group was reduced two eight members, following the acquisition of PowerTel by AAPT.
Terria members include Optus, iiNet, Internode, AAPT, Macquarie Telecom, Primus, TransACT and Soul.