Optus acquires Amaysim for $250 million; launches its own MVNO: Gomo
In a big move, Australian telecom company Optus has acquired Aussie mobile virtual network operators. Amaysim for a consideration of $250 million. Optus also acquired 3 other MVNO brands – Jeenee, OVO and Vaya. These 3 MVNOs had been acquired by Amaysim in the past 5 years. The acquisition of Amaysim will see the telco get access to over 1.19 million customers.
Additionally, the telecommunications provider has launched its own MVNO brand which will be called Gomo. This brand already has a great presence in the Philippines, Singapore Indonesia and Thailand in the same name and under Singtel, its parent company.
More on Optus acquiring Amaysim
Amaysim’s decision of selling came post its MVNO agreement with telecom Optus ended earlier in 2020. Amaysim said in its ASX announcement that accepting the acquisition proposal by Optus for the sale of its mobile business would provide premium to its shareholders. The telecom provider is also planning to delist from the Australian Securities Exchange and wrap up once the deal is completed.
Peter O’Connell, Amaysim CEO said they are delighted to announce the proposed sale of their mobile business to their long-term wholesale partner, Optus. Amaysim has a world-class team that deeply cares for its customers which telco Optus has successfully recognised through this acquisition, O’Connell adds. Amaysim believes that Optus, with its immense knowledge of their operations, is placed well to look after their customers and grow the business to the next level.
Telecom provider Optus said that Amaysim will always remain as a standalone brand with complementary strengths and strong parallels to Optus’ rival position in the market.
Kelly Bayer Rosmarin, Optus CEO said that in just 10 years, Amaysim has become Australia’s biggest MVNO and built a service and brand that resonates with Aussie consumers.
Optus launches its own MVNO brand in Australia: Gomo
Apart from acquiring 4 MVNO brands, Optus has also launched its own mobile virtual network operator brand called Gomo. It is a newly launched digital-only brand that will be focusing and targeting on ‘value-conscious’ customers. The brand will have a unique digital interface through a mobile app that can be accessed for the onboarding process, payments and service. Telco Optus said that this move was inspired by the present economic climate and lessons learnt from Singtel’s (its parent company) business in Southeast Asia.
Matt Williams, MD of Marketing and Revenue at Optus said that Gomo is positioned to be the go-to solution for Aussie consumers who want more affordable mobile connectivity. The telco knows that customers prefer service options that are digital, and that’s what they’ve prioritized in their offering along with simple activation and flexibility.
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