1. Building a seamless customer
experience across channels
Steve Toth, Sales Director
Omni-channel Marketing Conference
27 February 2013
amaysim Services Ltd..
Level 6, 17-19 Bridge St
Sydney, NSW 2000
Australia

2. Building a seamless customer experience Strictly Confidential.
1. amaysim roots
2. CEO’s brief
3. Our market
4. Guiding principles
5. Bricks & Click
6. Knowing your customer
7. Parting thoughts

3. amaysim roots
The Low Cost Mobile Model Strictly Confidential.
Off-line
1. SIM-Only
Introduced to
2. Online Only Model
3. Simple, low rates – no lock in contract
4. best in class service
30% + Market Share
40% + New Subscriber Share
90% + Customer Satisfaction
3 Strictly Confidential

4. CEO’s Brief
August 2010 :- 12 weeks to launch Strictly Confidential.
1. Develop retail strategy
2. Build logistics & remuneration model
3. Get 5 national retail brands
4. Launch 1 November
By the Way……….
1. You cannot say who we are.
2. We do not have a product to show yet.
3. We have not worked out the price.
Good Luck Steve!

5. Our Market
5 Strictly Confidential.

6. Telco Landscape
Australia is home to a population of dissatisfied, high value customers… Strictly Confidential.
High price levels, high ARPUs
(Australia is home to some of the world’s
highest usage & ARPU)
22.6m people and growing… +
30mil mobile subscribers Complex tariff structures
131% penetration
700+ complex mobile offers (Network operators dominate with complex
High ARPU of $51 (Germany $26, UK $40*) offers and high prices)
+
Confused and dissatisfied customers
(frustrated and highly dissatisfied with current
offers)
+
Source: ABS 2009, Wireless Intelligence 2009, Roy
Morgan 2009, IBISWorld 2009, Tariff Consultancy 2008
* AUS blended ARPU, UK and DE are Vodafone ARPU
Highly competitive and commoditised industry
* Source: The Clever Stuff Market Research
6

7. Purchase Path
the challenges for e-commerce only:- Omni-Channel at work Strictly Confidential.

8. Guiding
Principles
8 Strictly Confidential.

9. Guiding Principles
Strictly Confidential.
Simple Agile
Empathetic

10. Brand DNA
How our communications platform works together with our company vision and values Strictly Confidential.
STRATEGIC
PLATFORM A force for good in
a dirty business
BRAND
IDEA amaysim (amazing) stories
Great value & Premium
BRAND Simplicity
PROOF savings quality &
POINTS service
To be the telecommunications brand that
VISION
Australians love most
VALUES Agile, simple, reliable, empathetic

11. Applied Strategy
Strictly Confidential.
Optimise the customer Involve the customer
Focus on the right
based to build
Customer Set-up
on their needs stickiness
MONITORING
INFRASTRUCTURE
COMMUNICATIONS
11

12. Products,
People Love
12 Strictly Confidential.

13. Simple Products
Strictly Confidential.

14. Target Audience
amaysim is targeting selected segments with its products Strictly Confidential.
• amaysim UNLIMITED:
20-49 yr, young families, SINKS & DINKS, value seekers,
med-to-high mobile usage.
• amaysim AS YOU GO:
current base 40-69 yr mature adults with restricted
budget, low mobile usage.
• amaysim MOBILE BROADBAND:
20-49 yr, mass-market but tech influencers should
be covered.
14

15. Net Promoter Score
WOM is the Key Strictly Confidential.

16. Strictly Confidential.
27/02/20

17. Smart Distribution
17 Strictly Confidential.

18. Bricks & Clicks
Strictly Confidential.
Challenge
How;
− Does online business with no stores become Omni-channel
player
− Do you get bricks and mortar to support and embrace
online.
Solution
1. Remove fear of online cannibalisation and competition
2. Promote bricks and mortar option to customers
3. Share online revenue

19. Omni-Channel On and Offline Distribution
Strictly Confidential.

20. Distribution is King
Strictly Confidential.
We continue to hold and optimise our strong retail distribution creating barriers to entry 12,096 outlets
for copycats… (Dec 2012)
Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12
429 1,249 1,249 1,249 1,249 1,249 1,249 1,249 1,249 1,249 1,249 1,249 1,249 1,249
622 622 1,434 1,434 1,434 1,434 1,434 1,434 1,434 1,434 1,434 1,434 1,434
800 800 1,800 2,100 2,800 3,000 3,200 3,300 3,500 3,500
545 545 545 545 545 545 545 545 545 545 545 545 545 545
429 429 429 429 578 578 578 578 578 578 578 578 578 578
- 363 363 363 363 363 363 363 363 363 363 363 363 363
181 181 181 181 181 181 181 181 181 181 181 181 181 181
156 156 156 156 156 156 156 156
191 191 191 191 191 191 191 191 191
161 161 161 161 161 161 161 161 161
170 170 170 170 170 537 537 537 537 537 537 537 537 537
81 81 81 81 81 81 81 81
Other 811 861 1,138 1,650 1,803 1,950 1,985 2,016 2,095 2,430 2,590 2,902 3,120
1,754 outlets 1,754 4,370 4,420 5,509 6,970 7,842 9,226 9,561 10,292 10,571 11,106 11,366 11,878 12,096
(Nov 2010)
20

21. New generation distribution setup. Strictly Confidential.
State of the art captive web channel efficiently provides
customer info, sales funnel, top up and activation portal.
Low cost, high quality retail channel partnerships create
mainstream distribution reach whilst keeping costs down.
Nation wide top-up availability ensures customer
convenience whilst pushing drive-to-web conversion.
22 Strictly Confidential

22. Know your
Customer
22 Strictly Confidential.

23. Brand and Company Personality
amaysim personality Strictly Confidential.
Flexible
None of these 45% Innovative
Old fashioned
40% Human
35%
30%
Inspirational Friendly
25%
20%
Arrogant 15% Efficient Telstra
10%
5%
Optus
Dull/boring 0% Clever Vodafone
Virgin
Bureaucratic Empathetic amaysim
Leader, not a follower Reliable
Confusing Amazing
Makes a lot of mistakes Witty
Honest/has integrity
23

24. amaysim is clearly differentiated and in a good
position to grow the brand Strictly Confidential.
Makes a lot of mistakes
Vodafone
None of these
Virgin
Human Confusing
Witty
Flexible Dull/boring
Empathetic
Arrogant
Clever Friendly Old fashioned
Optus
Innovative Telstra
amaysim Honest/has integrity Bureaucratic
Inspirational Efficient
Leader, not a follower
Amazing Reliable
Q29. Please indicate which of the following words you feel best describe the following brands?
Source: MediaCom Pulse – n=400

25. Parting thoughts
1. Start with the product
2. Clear Communication
3. Know your customer. (Research)
4. True Omni-Channel (broad distribution)
25 Strictly Confidential.