the opening of a "Digital Transformation Centre" in Sydney to design and built new digital tools for its service systems. In June 2014, Telstra disclosed that it had 3 million customers on "electronic billing" saving it $3 million per month in costs. Telstra also mentioned that live chat accounted for 10% of total contact centre activity. In December 2015, Telstra Digital launched customer service on Periscope. In October 2016, the Executive Director of Telstra Digital Gerd Schenkel left Telstra to become CEO of a fintech company. Retail store network Telstra owns and operates a series of retail stores known as Telstra Stores. Some are directly owned and operated by Telstra and some are operated by licensees. As of May 2016, Telstra has a total of 360 retail stores across Australia. This includes several new 'Discovery' stores, where Telstra has invested millions in redesigning key stores based on local requirements. These designs include new displays, accessory shops, digital tickets and free baristas. 109 of Telstra's stores are owned and operated by Vita Group, a publicly listed company with a market capitalisation of approximately $600m (June 2016). In February 2011, Telstra announced the creation of an additional 100 retail stores within three years. In August 2016, Telstra disclosed that "over 300" Telstra stores were equipped with low energy Bluetooth beacons. The carrier opened the world's first Android store, called "Androidland", on Bourke Street, Melbourne, Australia, in December 2011. These developments built on Telstra's T[life] concept stores it had launched in the early 2000s. New brand In October 2011, Telstra launched a new brand identity and color scheme. The new identity launched with the slogan "It's how we connect", and features the "T" from the previous logo in a variety of colors. This was followed by a "brand refresh" in February 2014 and again in 2016. In 2013, Telstra was assessed as Australia's third most valuable brand, after Woolworths and BHP Billiton. In 2016 Telstra became Australia's most valuable brand, which it maintained in 2017. Sponsorships Telstra sponsors numerous awards around Australia, including the Australian Business of the Year award, the MYOB Small Business Award, and the National Aboriginal & Torres Strait Islander Art Award (NATSIAA) which has become known as the Telstra Award. Notable past winners include Vaxine, APS Plastics, and eWAY. Telstra was a major sponsor of the V8 Supercars car racing championship through its BigPond brand and directly sponsored the