​Mojo Power has sights set on disrupting the Aussie energy market

New innovation energy retailer is launching in Australia and wants to shift the focus to customer centricity

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.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandate,We currently have Available FOB Rotterdam/Houston for JP54,D2, D6,JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Nice!https://www.live-radio-onli...

OmiljeniRadio RadioStanice Uzi

Google+ and Blogger cozy up with new comment system

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in