Optus faced multiple challenges in 2022, including recovering from the impacts of COVID and a major data breach in September that resulted in the loss of 65k customers. While Optus recovered those customers within 1-2 quarters, the data hack significantly damaged their brand equity and increased financial pressures. Going forward, Optus' leadership will need to determine how to rebuild brand trust and identify growth strategies to revive the business. In Q3 2023, Optus showed positive signs as the impact of the cyber attack was contained and net connections grew again since December 2022.