Omni Channel Marketing Conference - Steve Toth

amaysim Services Ltd..

Level 6, 17-19 Bridge St

Sydney, NSW 2000

Australia

Building a seamless customer

experience across channels

Steve Toth, Sales Director

Omni-channel Marketing Conference

27 February 2013

Strictly Confidential.

Building a seamless customer experience

1. amaysim roots

2. CEO’s brief

3. Our market

4. Guiding principles

5. Bricks & Click

6. Knowing your customer

7. Parting thoughts

Strictly Confidential.

amaysim roots

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1. SIM-Only

2. Online Only

3. Simple, low rates – no lock in contract

4. best in class service

30% + Market Share

40% + New Subscriber Share

90% + Customer Satisfaction

Off-line

Introduced to

Model

The Low Cost Mobile Model

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!

CEO’s Brief August 2010 :- 12 weeks to launch

Strictly Confidential.

Our Market

5

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Telco Landscape Australia is home to a population of dissatisfied, high value customers…

6

Confused and dissatisfied customers

(frustrated and highly dissatisfied with current

offers)

Complex tariff structures

(Network operators dominate with complex

offers and high prices)

Highly competitive and commoditised industry

+

+

+

High price levels, high ARPUs

(Australia is home to some of the world’s

highest usage & ARPU)

Source: ABS 2009, Wireless Intelligence 2009, Roy

Morgan 2009, IBISWorld 2009, Tariff Consultancy 2008

* AUS blended ARPU, UK and DE are Vodafone ARPU

22.6m people and growing…

30mil mobile subscribers

131% penetration

700+ complex mobile offers

High ARPU of $51 (Germany $26, UK $40*)

* Source: The Clever Stuff Market Research

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Purchase Path the challenges for e-commerce only:- Omni-Channel at work

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Guiding

Principles

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Guiding Principles

Empathetic

Agile Simple

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STRATEGIC

PLATFORM

BRAND

IDEA

BRAND

PROOF

POINTS

VISION

VALUES

To be the telecommunications brand that

Australians love most

Agile, simple, reliable, empathetic

amaysim (amazing) stories

Simplicity Great value &

savings

Premium

quality &

service

A force for good in

a dirty business

Brand DNA How our communications platform works together with our company vision and values

Strictly Confidential.

Applied Strategy

11

COMMUNICATIONS

INFRASTRUCTURE

MONITORING

Involve the customer

to build

stickiness

Optimise the customer

based

on their needs

Focus on the right

Customer Set-up

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Products,

People Love 12

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Simple Products

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• 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.

Target Audience

14

amaysim is targeting selected segments with its products

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Net Promoter Score WOM is the Key

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27/02/20

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Smart Distribution

17

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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

Bricks & Clicks

Strictly Confidential.

Omni-Channel On and Offline Distribution

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Distribution is King

20

1,754 outlets

(Nov 2010)

12,096 outlets

(Dec 2012)

We continue to hold and optimise our strong retail distribution creating barriers to entry

for copycats…

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 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

Strictly Confidential.

New generation distribution setup.

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.

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Know your

Customer

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23

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%Flexible

Innovative

Human

Friendly

Efficient

Clever

Empathetic

Reliable

Amazing

Witty

Honest/has integrity

Makes a lot of mistakes

Confusing

Leader, not a follower

Bureaucratic

Dull/boring

Arrogant

Inspirational

Old fashioned

None of these

Telstra

Optus

Vodafone

Virgin

amaysim

Brand and Company Personality amaysim personality

Strictly Confidential.

amaysim is clearly differentiated and in a good position to grow the brand

Flexible

Innovative

Human

Friendly

Efficient

Clever

Empathetic

Reliable Amazing

Witty

Honest/has integrity

Makes a lot of mistakes

Confusing

Leader, not a follower

Bureaucratic

Dull/boring

Arrogant

Inspirational

Old fashioned

None of these

Telstra

Optus

Vodafone

Virgin

amaysim

Source: MediaCom Pulse – n=400

Q29. Please indicate which of the following words you feel best describe the following brands?

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Parting thoughts

1. Start with the product

2. Clear Communication

3. Know your customer. (Research)

4. True Omni-Channel (broad distribution)