Updated: Optus confirms Amaysim stays a standalone brand, underpins AGL's first mobile service

Optus completes $250 million acquisition of the mobile virtual network operator brand

Amaysim will remain as a standalone brand following Optus’ acquisition of the mobile virtual network operator for $250 million.

The news comes as AGL launches its own first mobile brand, also taking advantage of the Optus network.

Optus completed its purchase of the 10-year-old amaysim business this week, taking on 1.2 million subscribers. As part of the deal, the brand will remain standalone while continuing to tap into the telco’s national mobile network infrastructure. Amaysim is the country’s fourth-largest mobile provider and largest MVNO locally.

Optus CEO, Kelly Bayer Rosmarin, said the two brands shared a common challenger spirit that will be pivotal to future success. Despite this, she said amaysim will remain its own brand in order for Optus to realise the best possible opportunities in the lower-end customer market.

“This purchase unites two strong challengers in the market, both with cultures centred on delivering the best possible outcome for customers. In 10 years, amaysim has built Australia’s largest MVNO through customer growth augmented by its own acquisitions of other brands including Jeenee, Vaya and OVO,” Bayer Rosmarin said.

“Amaysim’s brand has resonated with convenience and value-seeking customers in an increasingly competitive market, and Optus will support its continued pursuit of excellence in the MVNO market.”

The acquisition was announced on 2 November 2020 and is worth $250 million. Shareholders of amaysim approved the transaction at an extraordinary general meeting on 21 January 2021.

In addition to this, Optus debuted its own low-cost and digital-only mobile brand, Gomo, in Australia last November as a further push into the lower-end MVNO market. The Singtel-owned Gomo brand is already operating in the Singapore, Philippines, Indonesian and Thailand markets.

“For Optus, the acquisition of amaysim cements our leadership in the MVNO market and allows us to offer customers another compelling option to connect via our world-class mobile network,” said Bayer Rosmarin. “I’d like to thank the teams who have come together and worked tirelessly to bring us to this exciting moment and welcome the amaysim team into the Optus family.”

AGL joins the mobile race

Also this week, AGL has announced AGL Mobile, a new range of products offering mobile phone plans utilising the Optus network. The aim is to provide customers with more choice on their essential services.

AGL will offer mobile SIM plans, no-lock in contracts and a $5 discount per month for customers who combine their mobile services with an AGL energy plan. AGL chief customer officer, Christine Corbett, said the utility provider was excited to bring together home energy, Internet and now mobile services under one brand offering.

“We want to transform how Australians connect to the essential services that power their lives,” Corbett said. “We’re offering customers simplicity and ease by taking away the hassle of calling several providers and becoming the one provider who can offer it all. 

“By bundling services, we are delivering value, convenience and flexibility for customers, while also helping to make homes and businesses smarter and more efficient.”

AGL customers will be able to manage essential services through the AGL app. Three SIM plans are on offer covering data allowances of 5GB (small), 20GB (medium) and 50GB (large). The plans are month-to-month, with no-lock in contracts and will be discounted by $5 per month when combined with an AGL energy plan.

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