One.Tel was a group of Australian based telecommunications companies, including principally the publicly listed One.Tel Limited (ACN 068 193 153) established in 1995 soon after deregulation of the Australian telecommunications industry, most of which are currently under external administration by court appointed liquidators.
The company was established by Jodee Rich and Brad Keeling and had high-profile backers such as the Murdoch and Packer families. James Packer and Lachlan Murdoch sat on the board of the company.
One.Tel attempted to create a youth-oriented image to sell their mobile phones and One.Net internet services. It became Australia's fourth largest telecommunications company before collapsing in 2001. Rich and Keeling continued to receive $7m in payments shortly before the company entered administration. The Packer and Murdoch families were embarrassed by the failure of the company, especially after it was reported that both James Packer and Lachlan Murdoch had persuaded their fathers to back the company and invest.
The company's slogan was You'll tell your friends about One.Tel, to draw the connection between the brand and personal communication. The company also had a cartoon mascot known as "The Dude". The Dude was a cartoon-like depiction of a man in his early twenties, drawn by Adam Long, Jodee Rich's brother-in-law.