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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
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
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