Optus has unveiled its plans to disrupt and reinforce its presence in Australia’s Mobile Virtual Network Operator (MVNO) market.
The Company has announced two bold initiatives: first, entering into a purchase agreement with amaysim to acquire Australia’s largest MVNO mobile business; and second, launching Gomo, a new digital brand designed for those seeking simple plans and budget friendly telecommunication services.
Under the agreement with amaysim, the fourth largest mobile provider in Australia, Optus will acquire the shares of its mobile holding company and its customer base of approximately 1.19 million subscribers for $250 million.
Optus values the strong performance and customer first focus of the amaysim business and after the acquisition, amaysim will remain as a standalone brand with strong parallels and complementary strengths to Optus’ challenger position in the market.
Building on Optus’s track record as digital leader, Gomo will be a true digital-only offering in the MVNO market. With its straight-forward subscription pricing, Gomo will target value-conscious Australians seeking easy mobile connectivity.
To control their account, Gomo customers will have a digital interface – the Gomo app – which can be accessed 24/7 for onboarding, service and payments. Gomo customers will benefit from Optus’ premium nationwide network, with full accessibility to its 4G coverage of more than 98% of Australians and quickly growing 5G network.
Kelly Bayer Rosmarin, CEO, Optus
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.
Peter O’Connell, CEO and Founder, amaysim
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.
