Amaysim ready for "once-in-a-generation" NBN churn

Amaysim wants to pounce on the burgeoning NBN market as it prepares to sell home broadband to customers.

The Australian mobile provider propelled itself into the broadband market in July through the acquisition of internet service provider Australian Broadband Services (AusBBS) for $4 million.

Amaysim chief executive Julian Ogrin told shareholders at the company's annual general meeting last week that the acquisition was timed to capitalise on a "once-in-a-generation" churn event once the National Broadband Network was complete.

"The NBN provides a once-in-a-generation forced churn event which will see eight million premises ready for NBN service by FY19," Ogrin said.

"Expanding further into Australian households is a key priority for us, and our move into broadband provides the company with an opportunity to address a new consumer segment and capture a greater share of household wallet."

Ogrin explained that the company planned to adapt Amaysim's go-to-market strategy, digital marketing and subscriber experience overlay onto AusBBS' already commercialised broadband product.

He added that Amaysim planned to start cross-selling broadband to its existing mobile customers, before targeting a broader market in line with the NBN rollout.

"We will differentiate our product offering through a dual-branded positioning, value, quality of service, subscriber empowerment and simplicity. Our experience in mobile disruption will hold us in good stead when it comes to creating high-value, yet simple to understand products that will resonate with Australians," he said.

Ogrin said it would conduct closed trials of its broadband product before Christmas, with plans for a full market launch early next year.

Amaysim celebrated a milestone at the start of the month, passing one million customers.

A recent poll from Kantar showed that Amaysim combined with Vaya – which it acquired in January – held 4.9 percent of Australia's mobile market share as of September 2016.