Monday, 02 November 2020 10:31

Optus announces amaysim acquisition, new digital-only brand gomo Featured

Optus announces amaysim acquisition, new digital-only brand gomo Courtesy Singtel Optus

Telco Singtel Optus will acquire Australia's biggest mobile virtual network operator, having signed a deal to buy amaysim for $250 million, the company says, adding that it will also be launching a new digital brand gomo which is aimed at providing simple plans and budget-friendly services.

Optus chief executive Kelly Bayer Rosmarin said both moves were strategic plays designed to disrupt the MVNO market and offer greater choice for value-seeking customers.

“Today’s announcements demonstrate our commitment to winning the hearts and minds of all Australians, adding two new complementary brands to Optus to cater to the needs of specific groups of customers," she said in a statement.

“Optus has been rated Australia’s strongest brand, and is competing well in the market, but we have not had any sub brands competing in the growing MVNO segment of the market.

"That’s why we are so excited to extend our reach and appeal by adding Australia’s largest and most successful MVNO brand, amaysim, and a new digital brand, gomo, to our line-up.”

amaysim has a customer base of about 1.19 million. The company's chief executive Peter O'Connell said: "We are delighted to announce the proposed sale of amaysim's mobile business to our long-term strategic wholesale partner, Optus.

"amaysim has a first-class team that cares for its customers which Optus has recognised through this acquisition. We believe Optus, with its deep knowledge of our operations, is well-placed to look after our customers and take the growth of the business to the next level.

"I am very proud of the business we have built over the last 10 years and, since listing on the ASX in 2015, we have achieved healthy organic growth complemented by successful strategic acquisitions of Vaya, Jeenee and OVO's customers.

"We had to continuously reinvent ourselves and adapt to intense competition and despite the challenges, amaysim has grown its mobile subscriber base, delivered best-in-class customer service and maintained its incredible culture."

Bayer Rosmarin said amaysim would remain a standalone brand after the acquisition was completed.

“In only 10 years, amaysim has grown to be Australia’s largest MVNO, building a brand and service offering that has resonated with Australian consumers,” she said.

“Already underpinned by Optus’ premium 4G network, amaysim has a customer-oriented philosophy which very much aligns with Optus’ own customer-first approach.

"Optus will keep the amaysim brand intact and this deal will provide the certainty and backing amaysim needs to power ahead and accelerate its growth in the MVNO segment.

“As its many awards attest, amaysim has successfully resonated with a broad segment of the Australian market. This acquisition cements the long-term relationship between Optus and amaysim and guarantees that amaysim customers will continue to enjoy the benefits of Optus’ premium mobile network. We welcome the amaysim team into the Optus family.”

As to Gomo, the company said it would be a digital-only offering in the MVNO market. Customers will have an app for joining, service and payments.

Optus managing director of Marketing and Revenue Matt Williams said: “Gomo is the go-to solution for Australians who just want more affordable, mobile connectivity, plain and easy. We know customers prefer digital service options, so we’ve prioritised that in our offering, along with flexibility and simple activation, so value-seekers get everything they want, and nothing they don’t."

Optus said gomo was the result of in-depth research of what consumers wanted – and what they don’t want – and placed it all in the context of an economically challenging period. It also leveraged learnings from Singtel’s successful gomo apps in Singapore, the Philippines, Indonesia, and Thailand, and was set to provide a simple experience.

“Utilising Optus’ mastery of digital experiences, gomo is set to be the real challenger brand of the MVNO market – just as Optus is the challenger in the MNO market - and we plan to really shake up the market with what Gomo has to offer," Williams added.

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Sam Varghese

Sam Varghese has been writing for iTWire since 2006, a year after the site came into existence. For nearly a decade thereafter, he wrote mostly about free and open source software, based on his own use of this genre of software. Since May 2016, he has been writing across many areas of technology. He has been a journalist for nearly 40 years in India (Indian Express and Deccan Herald), the UAE (Khaleej Times) and Australia (Daily Commercial News (now defunct) and The Age). His personal blog is titled Irregular Expression.

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