​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

Blog Posts

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

Is artificial intelligence riddled with bias?

The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.

Katja Forbes

Founder and chief, sfyte

At the deeper levels of artificial intelligence, computing machines make all kinds of correlations among whatever data is available to th...

Fraction Tech

Is artificial intelligence riddled with bias? - Customer Design - CMO Australia

Read more

https://myiplookup.com/ - find your ip address and location information in our main page. Also there are many ip tools you can use : IP L...

savefrom

iSelect outlines new approach to arrest ineffective marketing as its reports full-year results

Read more

https://myiplookup.com/ - this website will allow you to View Alexa Ranking and graph Check http headers of a website, tool to compare te...

savefrom

The Star's first CMO creates all-new marketing team

Read more

Good tips to follow. Thank you!

Anna Travis

5 things every business can do to drive brand loyalty

Read more

Thank you! That was useful to know.

Belia Adam

Why your best social marketing brand tool could be hiding in plain sight

Read more

Latest Podcast

More podcasts

Sign in