What’s disrupting after you have been disruptive –

The new Marketing Rule Book

ADMA Global Forum, Sydney 4.8.2015

Christian Magel, Co-Founder amaysim

The Big Marketing ShiftThe Big Marketing Shift

amaysim – A Disruptive Force In amaysim – A Disruptive Force In MobileMobile

• Complex mobile plans

• Some of the highest mobile rates in the Western world

• Lock-in contracts & bill shock

• Offshore customer care

• Customer dissatisfaction with NPS between -15% and -42%

• Oligopoly

Starting PositionStarting Position

• Online led disruptive mobile service provider

• No worries, simple, BYO mobile plans with great value

• Fair, transparent and customer centric offering

• Local Customer Service

• Innovator

amaysim Propositionamaysim Proposition

Direct Marketing On Steroids

• Always on performance marketing & traditional marketing bursts

• Digitally driven company with hybrid distribution

• Data & results based marketing

• Strong personalized & automated CRM

• Digitally minded team with little telco background

Strategy

Direct Marketing On Steroids

• Disrupted the Australian telco market in 5 years

• Australian 4th largest independent mobile company

• NPS of 57%

• 56% brand awareness

• Acquisition & retention costs 5-10 times lower than industry average

• Multi award winning

• Successful IPO in July 2015

Results

How The Landscape Has Changed How The Landscape Has Changed Competition

• Highly competitive• Copy of success

recipes• New players

Consumer

• Data, the new gold• BYO trend• Always on

promotions

Media Usage

• Heavy switch to mobile

• Rise of Netflix & Co• Always on

Technology

• Attribution• DSP’s• SaaS offers• Big Data

amaysim

• Own media channels

• Mature & listed• Team of 150

Organisations

• Need for agile behaviour

• Speed is the essence

Creative

• Decreasing ROI on classic media

• Rise of earned & owned

So, what’s next?So, what’s next?

New Marketing New Marketing

Works Like A Works Like A

NewsroomNewsroom

New Marketing Works Like A New Marketing Works Like A

NewsroomNewsroom

Editors

Reporting & Quotes

Production

Organization

Culture

Planning

Distribution

• Create original, unique & relevant content daily

• Be sharable

• What’s your cause?

Create Like EditorsCreate Like Editors

• Multiplying effect comes from own customers & channels

• Product is Marketing in its pure form

• Think mobile only

• Rule based & automized media buying

Distribute Like NewsDistribute Like News

• Audience rates are your currency

• At your fingertips, real time, everywhere, actionable

• Learnings drive competitive advantage

Report In Real Time QuotesReport In Real Time Quotes

• Start lean multi-functional teams

• Minimal viable communication

• Create – test – measure - pivot

• Create your own production & channels

Organise Like An Editorial Team

• Integrate all tools, systems & channels

• Sourcing – manufacturing – distribution

• Marketing becomes it’s own media company

Plan & Organise Like A Media Channel Plan & Organise Like A Media Channel

• Find a cause for your company

• Build a strong, agile and flexible culture

• Live it everyday

Act On Values & A CauseAct On Values & A Cause

• Find white spots, where marketing has never been before

• Connected home, real-time marketing, augmented reality, digital commerce, wearables, persona management

Think Like An Investigative JournalistThink Like An Investigative Journalist

Thank You!

Christian Magelamaysim

Co-FounderTwitter: christianmagel

christian.magel@amaysim.com.au