Monday, 10 April 2017 12:11

amaysim acquires energy company Click Holdings Featured


Mobile services provider amaysim has acquired Click Energy Group Holdings and says a co-branded energy product can be expected by the second half of the financial year 2018.

The acquisition was described as the next step to amasyim becoming the "remote control" for smart homes.

Today's announcement follows amaysim's move to sell NBN broadband plans. The company says it has more than a million mobile customers and claims to be the fourth largest mobile services provider in Australia.

Click sells electricity in Victoria, NSW, Queensland and South Australia and gas in Victoria and NSW. It also owns a utility connection service provider which helps customers to connect utilities when they change residences.

Chief executive Julian Ogrin said the acquisition was "a natural extension of amaysim’s success in disrupting the mobile telco market".

“When amaysim entered the mobile market in 2010, contract plans dominated, prices were inflated, competition was scarce and customer service was poor,” he said.

Julian Ogrin.

Julian Ogrin says from the time amaysim launched its mobile offering in 2010, it has been disrupting the market and staying ahead of the curve.

“We see this as the perfect opportunity to bring the same amazingly simple, customer-centric approach that has enabled us to disrupt the mobile telco space into a new market which has consumers crying out for better options,” he said.

“We're aiming to have an amaysim-branded energy product as part of our suite of offerings, alongside mobile, data-only and NBN plans, by the second half of FY18.

“Click Energy is a 100% online energy company, which means compared to other energy retailers, it’s able to offer very competitive rates to customers and (has) no lock-in contracts or exit fees, making it a perfect fit with the attributes that have enabled amaysim to excel in telco."

Click’s chief executive and managing director Dominic Drenen said: "The emergence of multi-retail product offerings in the home has been a part of Click’s strategic plan, as we have seen this evolve in other markets globally.

"We are delighted to be a part of amaysim and take the lead in the Australian marketplace."

Ogrin said the retail energy market in Australia was ripe for disruption.

“Customers are increasingly moving towards self-services and are expecting greater transparency and value for money when it comes to their energy costs,” he said.

“The amaysim technology platform and single sign-on capability is core to our vision and essential to providing customers with a superior user experience.

“It allows us to extend our simple and transparent offering to other household services like energy, and enables customers the ability to subscribe and manage multiple products easily.”

iTWire asked Ogrin whether it was a good guess that likely joint products would attempt to save on billing and management of energy sources.

He replied: "We're aiming to have an amaysim-branded energy product as part of our suite of offerings, alongside mobile, data-only and NBN plans, by the second half of FY18. In time, we will provide customers a combined platform that delivers all services through a single sign-on.

"Our focus now is to look at the brands that sit within the amaysim Group and consider how best to enable them to work together and synergise to deliver maximum value for all customers. It is still early days, but in future we will bundle products and deliver them to customers at competitive prices."

Ogrin was also asked whether he foresaw any competition from other companies that may attempt to follow in amaysim's footsteps in the years ahead.

His response was that from the time the company launched its mobile offering in 2010, it had been disrupting the market and staying ahead of the curve.

"We saw in Click Energy a fantastic opportunity to bring the amazingly simple customer-centric model that enabled us to disrupt the Aussie mobile market into energy services, where consumers are crying out for better options.

"It's a model that sets amaysim apart from our competitors, and we believe it makes us uniquely positioned to move seamlessly into this new market. Moving into energy also brings amaysim one step closer to its vision of being the 'remote control' for the smart home, allowing customers to manage their mobile, broadband and energy plans with the touch of a button.

And finally, when asked whether he saw the possibility of reductions staff numbers after the acquisition, Ogrin responded that the acquisition was not about cost savings, but rather about opportunity for growth.

"We have the right organisational structure in place at amaysim to drive forward our vision. In the coming months, we will look to bring the two companies together and work more closely, but at this stage it's business as usual for both teams. Click will continue to operate in Melbourne under the leadership of Dominic Drenen and his experienced executive team," he said.


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Sam Varghese

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Sam Varghese has been writing for iTWire since 2006, a year after the site came into existence. For nearly a decade thereafter, he wrote mostly about free and open source software, based on his own use of this genre of software. Since May 2016, he has been writing across many areas of technology. He has been a journalist for nearly 40 years in India (Indian Express and Deccan Herald), the UAE (Khaleej Times) and Australia (Daily Commercial News (now defunct) and The Age). His personal blog is titled Irregular Expression.



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