This morning Optus has announced plans to acquire Amaysim, Australia’s 4th largest mobile operator. Amaysim itself has recently purchased Vaya, Jeenee and OVO’s customer base.
A few months ago Optus shut it’s only in-house MVNO sub brand Virgin Mobile. Amaysim will fill this vacancy in the Optus business. Realistically the result for customers of a merger/acquisition like this is that Amaysim is likely to offer less innovative and competitive offerings in the mobile services market because Optus will have a tighter grip over their products and prices.
Optus aims to acquire Amaysim shares (ASX: AYS) and its customer base of approximately 1.19 million subscribers for $250 million, subject to completion conditions including amaysim’s shareholder approval, and payment adjustments. Optus CEO Kelly Bayer Rosmarin describes the announcements as strategic plays designed to disrupt the MVNO market and offer greater choice for value-seeking customers.
In only ten years, amaysim has grown to be Australia’s largest MVNO, building a brand and service offering that has resonated with Australian consumers.
Already underpinned by Optus’ premium 4G network, amaysim has a customer-oriented philosophy which very much aligns with Optus’ own customer-first approach. Optus will keep the amaysim brand intact and this deal will provide the certainty and backing amaysim needs to power ahead and accelerate its growth in the MVNO segment.
We are delighted to announce the proposed sale of amaysim’s mobile business to our long-term strategic wholesale partner, Optus. amaysim has a first-class team that cares for its customers which Optus has recognised through this acquisition. We believe Optus, with its deep knowledge of our operations, is well-placed to look after our customers and take the growth of the business to the next level.Amaysim CEO and Founder, Peter O’Connell
Optus say they value the strong performance and customer first focus of the amaysim business and after the acquisition, amaysim will remain as a standalone brand with strong parallels and complementary strengths to Optus’ challenger position in the market
If you’re an existing amaysim customer or were considering porting to them what do you think of this news?