The company, which suppliers SIMs for data and voice to customers that supply their own devices, has grown strongly since it began in early 2012.

It uses a ‘virtual telco’ model, using the Optus network and its own billing software to plug customers in with minimal effort.

Amaysim founder and CEO Rolf Hansen says he is aiming for a million customers, and has revised the company’s revenue estimate upward by 20%. He now says it will reach $130 million in the year to 30 June 2014.

According to Hansen, in a market that has seen new entrants launch aggressively priced products and network carriers moving away from handset subsidies to enter the BYO mobile arena, Amaysim has managed to increase its growth momentum and market share by offering a consistent DIY experience.

“Over the past six months the market has changed drastically,” Hansen said. “With the ‘free lunch’ façade of handset subsidies becoming a thing of the past, the shine continues to wear off long-term contracts. The BYO handset market is heating up, Aussie consumers are becoming increasingly savvy and will no longer settle on a provider based solely on price.”

This claim is backed up by the results of Telsyte’s most recent Australian Mobile Services Market Study 2014, which showed subscriber growth in the MVNO sector grew by 8.6% in the six months to December 2013, compared with overall mobile industry subscription growth of just 0.2%.

This research also found Amaysim to be Australia’s largest MVNO. “We’re simplifying and improving our online DIY service as well as our increasingly online and mobile-driven customer service as more people join us in record numbers month-on-month.

“The result is that our Net Promoter score has gone from positive 58 to 64 over the past 12 months, which is no mean feat in an industry where an even slightly positive score is cause for celebration.”

In an increasingly ecommerce-friendly market, new customers joining amaysim through a mobile device now make up 15% of all online sales, which is a jump of over 100% compared with the rate of sales through mobile devices 12 months ago.

“We aim to have one million Aussies join the Amaysim community.