It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
Innovation energy retailer, Mojo Power, is launching its brand in Australia and has its eyes on disrupting the domestic market with a more customer-centric focus.
The new model means customers sign up to a flat-rate subscription based on the level of service support required from Mojo. In doing so, they get access to energy at wholesale rates without any cost mark-ups.
According to Mojo’s CMO, Mark Khademi, the company’s key priority is providing the best service to customers, while helping them become more energy efficient. For those families with large electricity bills, that could mean substantial savings.
“Unlike existing electricity retailers, which make more money the more electricity their customers use, at Mojo, we don’t profit from energy consumption,” he told CMO. “We charge a flat monthly fee called an EnergyPass that allows customers to access our wholesale rates. For the first time, the interests of the retailer and those of its customers, to use less electricity and lower their bills, are completely aligned.”
Khademi claimed one of Mojo’s differentiators is this pricing offer, where the company separates the service provided from the amount of electricity used. This allows Mojo to offer a range of service levels for different types of consumer.
The company also plans to roll out Mojo-owned smart meters, which allow customers to see how much they’ve spent at any point in time.
“We can even predict how much your bill will be each month and Mojo can use this data as well to recommend the right tariff for each individual customer and to tailor specific solar and home battery storage technologies for every home,” Khademi said. “This is how we bring customer-centricity to energy.”
Why the traditional model is ready for disruption
Khademi anticipates this new customer focus will disrupt the energy sector, which he claimed has traditionally been more profit than consumer driven.
“Mojo is set to disrupt an energy category that for too long has been run in the interests of big businesses rather than the consumer,” he said. “At its core, the Mojo brand is about absolute alignment with its customers. But most energy retailers get this fundamentally wrong.
“While price will always be important, we’re trying to reinvent our category by introducing real differentiation through the data and insights we can provide, empowering our customers to make informed decisions about their energy use.”
As a young business, Khademi said just understanding who the brand’s ‘customer’ is can be a challenge.
“This is where we’ve focused much of our efforts to date,” he explained. “Carrying out analysis on the market, seeing how customers interact with the brand and our messaging whether it be online or in person.
“It's too easy as a business grows to get disconnected from your customers. In any business, I’d encourage everyone to spend some time every month on the frontline and speak to real customers. I’ve always found this an insightful way to understand some of the challenges your brand faces.”
Taking the brand to the next level across Australia
Mojo Power recently teamed up with creative media agency, Naked Communications, to help take its marketing mission and brand to the next level as it begins its launch journey across Australian states and territories.
“We are looking forward to working with Naked, whose passion and desire to challenge convention was clear in their pitch to us,” Khademi said. “Our ambition is to be Australia’s most trusted energy provider. We’re building a brand that is forward looking and that positions us to educate the market on the changes and opportunities that are approaching, such as home battery storage. We know we have a great business model, and now it’s time to build a great brand.”
Naked Communications’ managing director, Tim Kirby, saw Mojo’s inspirational vision as timely in an industry hungry for innovation.
“This is a category that is in desperate need of innovation, and the Mojo business model delivers exactly that,” he said. “So our task of launching the business and building the brand is an exciting one, and something we are getting stuck in to from day one.”
The brand will be launching to NSW customers over the coming months, before expanding to other states.