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Amaysim Australia Ltd. is an Australian provider of mobile phone plans. Amaysim operates as a mobile virtual network operator on the Optus mobile network,[1] and specialises in offering a range of SIM-only mobile plans. As of June 2024, Amaysim had over 1.5 million mobile subscribers.[2]

Key Information

Amaysim was founded in 2010. The company was listed on the Australian Securities Exchange from 2015 until its acquisition by Optus in 2021.

History

[edit]

Amaysim was founded as an Australian telecommunications provider by Peter O'Connell, Rolf Hansen, Christian Magel, Thomas Enge and Andreas Perreiter in November 2010.[3]

Amaysim became a publicly listed company following an IPO/share offer[4] and floated on the Australian Securities Exchange in July 2015.[5]

In January 2016, Amaysim acquired Vaya, another Australian mobile virtual network operator for A$70 million.[6]

Amaysim entered the broadband market in July 2016 with the acquisition of Internet service provider AusBBS for $4 million ($1 million in cash, $1.5 million in Amaysim shares on completion and another $1.5 million in shares one year after completion).[7]

In early 2017, the Amaysim group acquired the online energy retailer Click Energy for $120 million in a move to extend its range of services to Australian households.[8]

In October 2018, Amaysim sold all of its 15,000 broadband customers to Southern Phone for $3 million and stopped reselling broadband services.[9] The company cited "unsustainably high wholesale costs, intense competition and the need to allocate the company's capital appropriately" as reasons for the exit.[10]

In December 2019, Amaysim acquired Jeenee Mobile, a mobile virtual network operator for $7.8 million. Jeenee Mobile's existing 41,700 customers were migrated to Amaysim's sister brand Vaya.[11]

In June 2020, Amaysim acquired OVO, a mobile virtual network operator for $15.8 million. The deal added 77,000 mobile subscribers to Amaysim's subscriber base.[12]

In September 2020, AGL Energy signed an agreement to acquire Click Energy from Amaysim for $115 million.[13][14]

On 2 November 2020, Amaysim entered into a share sale agreement with Optus, where Optus acquires 100% of Amaysim shares for A$250 million.[15][16][17] It was delisted on 6 April 2021.[18]

In April 2024, Optus announced it would shut down the Vaya brand and all its customers were subsequently migrated to Amaysim.[19]

In January 2025, Circles.Life ceased its Australian operations, transferring existing customers to Amaysim.[20]

Controversy

[edit]

Between October 2017 and March 2018, its online energy retailer, Click Energy, told its consumers that they could receive discounts between 7 and 29% below its market energy offers if they paid their bills on time and that consumers could save between $84 and $946 if they switched to Click Energy. In March 2019, the Federal Court of Australia ordered penalties of $900,000 for misleading claims, because discounts were calculated on their market offer rates which were higher than their standing offer rates available to all consumers, while savings were calculated based on estimated savings if they paid on time rather than if they switched to Click Energy.[21] In addition, Click Energy was ordered to send each affected customer a notice correcting the misleading claims.[22]


In January 2020, Amaysim published an advertisement on Twitter that included the statement "…your mother loves the Unlimited Mobile Data offer from amaysim" and the hashtag ‘#UnlimitedMobileData’ when its plan provided unlimited data only for the first three renewals, before reverting to a capped amount. In October 2020, amaysim was fined $126,000 by the Australian Competition & Consumer Commission for misleading advertising, misrepresenting the "unlimited" data it claimed to provide in its advertisement.[23]

References

[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Amaysim

View on Grokipedia
from Grokipedia
Amaysim Limited is an Australian provider founded in November 2010 in , specializing in affordable prepaid mobile plans, broadband internet, and device sales as a (MVNO) on the 5G and 4G network, which covers 98.5% of the Australian population. Acquired by —a of —in February 2021 for A$250 million, the company has grown its customer base to over 1.8 million through organic expansion and recent acquisitions, including the migration of Vaya customers in 2024 and Circles.Life's 150,000 Australian subscribers in January 2025. The company was co-founded by Peter O'Connell, Rolf Hansen, Christian Magel, Thomas Enger, and Andreas Perreiter, with a mission to disrupt the traditional market by offering transparent, value-driven plans without long-term contracts or hidden fees. Initially focused on SIM-only mobile services launched in 2010, Amaysim quickly gained traction as Australia's fourth-largest mobile provider by emphasizing self-service online management and competitive pricing. It listed on the Australian Securities Exchange (ASX: AYS) in 2015 before delisting following the acquisition, which allowed it to retain its independent brand while leveraging Optus's infrastructure for enhanced access on eligible plans. Under ownership, Amaysim has expanded beyond mobile into NBN fixed-line broadband in 2024 and compatibility, while introducing international roaming add-ons and long-expiry plans up to 365 days. Its plans typically include unlimited national calls and texts with varying data allowances, starting from basic options to unlimited data tiers, and it has earned recognition for in value segments. As of 2025, Amaysim continues to prioritize digital-first experiences, with features like app-based plan management and express SIM delivery, positioning it as a key player in Australia's competitive MVNO landscape.

Overview

Company Profile

Amaysim Australia Ltd. was founded in November 2010 by Peter O'Connell, Rolf Hansen, Christian Magel, Thomas Enge, and Andreas Perreiter as 's first low-cost mobile service provider, emphasizing simplicity and fairness in offerings. Initially established as a (MVNO), the company operated on the network to deliver affordable, no-contract mobile plans to Australian consumers. Amaysim went public in July 2015, listing on the Australian Securities Exchange under the ticker ASX: AYS, which enabled further expansion of its operations. The company was delisted from the ASX in April following the announcement of its acquisition by in November 2020, which was completed in February for A$250 million, after which it became a wholly owned of the larger telecommunications firm. This transition integrated Amaysim's customer base and brand into Optus's portfolio while maintaining its independent operations. Headquartered in , , Amaysim employs between 100 and 200 people and serves as the country's fourth-largest telecommunications company. As of 2025, its subscriber base exceeds 1.8 million mobile customers, reflecting sustained growth in the competitive MVNO market.

Services Offered

Amaysim's core services revolve around SIM-only plans, offered on a prepaid basis, featuring unlimited national calls and texts alongside varying data allowances ranging from 15GB to 120GB per 28-day cycle. These plans are structured without lock-in contracts, emphasizing affordability with introductory pricing as low as A$12 for the first renewal on select options. In 2016, Amaysim expanded into fixed-line services through its acquisition of Australian Broadband Services (AusBBS), launching (NBN) plans that provided unlimited data across various speed tiers, including NBN 12, 25, 50, and 100 options. This diversification aimed to leverage Amaysim's customer base for bundled offerings, but the company exited the market in October 2018, ceasing sales on October 26 and transferring customers to Southern Phone due to high wholesale costs and service quality issues. Amaysim entered the energy retail sector in 2017 by acquiring Click Energy, which offered electricity and gas plans with competitive discounts off usage and supply charges, such as 13% in for gas and up to 21% in Victoria. These subscription-based services targeted cost-conscious households with no-lock-in options similar to Amaysim's mobile model, but the energy division was sold to in September 2020 for A$115 million. Amaysim also pursued growth through integrations with other mobile virtual network operators (MVNOs), acquiring Vaya in 2016 and absorbing its customer base before shutting down the Vaya brand in April 2024 and migrating users to Amaysim plans. In December 2019, it acquired Jeenee Mobile, integrating approximately 41,700 subscribers into its ecosystem. Similarly, in June 2020, Amaysim purchased OVO Mobile, adding 77,000 customers and phasing out the brand over subsequent months. In January 2025, Amaysim acquired the Australian customer base of , adding over 150,000 subscribers. Following the divestiture of its energy business in 2020, Amaysim refocused exclusively on mobile services, though it re-entered the NBN market in 2024 with new unlimited data plans across speed tiers from NBN 25 to NBN 1000.

History

Founding and Early Years

Amaysim was founded by a team of four German entrepreneurs—Rolf Hansen, Christian Magel, Thomas Enge, and Andreas Perreiter—along with Australian telecommunications investor Peter O'Connell, who served as chairman. Drawing from their successful experience launching simyo, Europe's pioneering no-frills mobile virtual network operator (MVNO) in 2005, the group sought to disrupt Australia's telecom sector, which was perceived as complex and overpriced. Their vision centered on delivering transparent pricing, no lock-in contracts, and straightforward plans to appeal to cost-conscious consumers frustrated with traditional providers. The company launched on November 23, 2010, as an online-only MVNO operating exclusively on the 3G network. Initial offerings included simple prepaid SIM-only plans with pay-as-you-go rates—such as 15 cents per minute for calls and 5 cents per for —allowing light users to keep costs under A$10 per month without recharge fees or hidden charges. This model emphasized flexibility and accessibility, targeting customers who brought their own devices and preferred digital sign-up over physical stores. In its early years, Amaysim faced significant challenges in building trust within a market dominated by incumbents Telstra, Optus, and Vodafone, which controlled over 90% of subscribers and relied on bundled contracts and retail presence. As a newcomer without a proprietary network, the company depended on word-of-mouth referrals and targeted digital marketing, such as online ads and social media, to attract users wary of unproven providers. These efforts proved effective, with customer recommendations driving much of the initial uptake, as 41% of surveyed users in 2014 cited referrals as their reason for joining. By 2012, Amaysim had grown to subscribers, fueled by its no-contract flexibility and price guarantee commitments that locked in rates against increases. This milestone reflected strong organic expansion, with the subscriber base nearly doubling annually through mid-2013, reaching around 500,000 by late that year. The emphasis on simplicity and value resonated, positioning Amaysim as a viable alternative in a competitive landscape. As it approached 2015, Amaysim prepared for an (IPO) on the Australian Securities Exchange (ASX), securing advisory support from firms like , Reunion Capital Partners, , and Macquarie Capital to scale operations and fund growth. This involved enhancing backend systems for customer management and negotiating extended network agreements with , while maintaining profitability through efficient, asset-light operations. The IPO, completed in July 2015, raised A$207 million and marked the culmination of five years of foundational development.

Growth and Acquisitions

Following its 2015 IPO, Amaysim continued rapid expansion in its core mobile business, reaching 1 million subscribers by November 2016 through sustained and the launch of unlimited data plans. To diversify beyond mobile services, the company entered the energy retail market in March 2016, acquiring customers and building a portfolio of over 60,000 energy accounts by 2019. In April 2017, Amaysim launched NBN fixed-line broadband services, growing to approximately 20,000 customers before facing challenges from high wholesale costs. In October 2018, Amaysim sold its customer base to Southern Phone Company for A$3 million, allowing it to refocus on mobile and operations. The business was subsequently divested in February 2020 to Powershop for up to A$40 million, including deferred payments based on performance. Later that year, in June 2020, Amaysim acquired the customer base of rival MVNO OVO Mobile for A$15.8 million, adding 77,000 subscribers and bringing its mobile base to approximately 1.17 million as of mid-2020. These moves reflected a strategic emphasis on scaling the core mobile segment amid increasing competition in non-core areas.

Acquisition by Optus

In November 2020, announced an unconditional cash offer to acquire Amaysim's mobile business for A$250 million, representing an all-cash transaction for 100% of the shares in Amaysim's mobile and its approximately 1.19 million subscribers. The deal was structured as a share sale agreement, subject to shareholder approval and customary closing conditions, and marked a significant consolidation in Australia's (MVNO) sector. Shareholders approved the transaction at an on 21 January 2021, with over 72% voting in favor, paving the way for completion on 1 2021. Following the acquisition, Amaysim Australia Limited applied for delisting from the Securities Exchange (ASX), with approval granted and the company removed from the official list effective 6 April 2021. The transaction ended Amaysim's status as an independent publicly listed entity, shifting it fully under ownership after the prior of its energy business. Optus pursued the acquisition to strengthen its position as a leader in the MVNO market, enabling greater control over Amaysim's customer base—already utilizing the network—to drive network utilization, , and opportunities in the competitive low-cost mobile segment. By internalizing its long-term wholesale partner, Optus aimed to enhance its portfolio of challenger brands while maintaining Amaysim's appeal to budget-conscious consumers. Immediately following the acquisition, Amaysim operated as a standalone of , preserving its independent brand identity and core business model to ensure continuity for its customers. Amaysim subscribers gained shared access to Optus's infrastructure, allowing eligible plans to utilize the network's advanced capabilities without immediate changes to service terms or pricing structures. This integration focused on leveraging Optus's resources for improved coverage and speeds while retaining Amaysim's agile, digital-first operations.

Operations and Business Model

Network Partnerships

Amaysim operates as a full (MVNO), relying entirely on the wholesale network for its mobile services without owning any spectrum licenses or physical infrastructure of its own. This with Optus began at Amaysim's launch in 2010 and provides nationwide coverage across , reaching 98.5% of the population through Optus's and infrastructure, with coverage extending to many rural and regional areas. Amaysim manages all aspects of billing, , and plan provisioning in-house, while leveraging Optus's core network for voice, data, and connectivity. Historically, Amaysim utilized 's network for its initial services until the nationwide phase-out of technology. Following the shutdown on October 28, 2024, Amaysim supported customer transitions by promoting compatible VoLTE and devices to ensure continued access to services and network functionality. The network no longer supports non-VoLTE or devices post-shutdown, aligning Amaysim's operations with modern and standards. Post the 2021 acquisition by , Amaysim gained seamless access to Optus's expanding network, enabling the rollout of high-speed data plans with download speeds up to 150 Mbps for eligible customers in covered areas. This integration has enhanced Amaysim's service capabilities, including improved international and calling options through Optus's affiliations with the global network, covering over 120 destinations.

Marketing and Customer Acquisition

Amaysim adopted a digital-first approach to sales and , conducting all transactions exclusively through its website and while eschewing traditional retail stores to minimize overhead costs and redirect savings toward competitive pricing for consumers. This online-only model emphasized a do-it-yourself (DIY) , leveraging proprietary technology for seamless sign-ups, account management, and activation to streamline customer . The company disrupted the Australian telecom market with aggressive pricing strategies, including competitor price guarantees that offered matches or beats on rival plans and the introduction of unlimited data options subject to policies, positioning Amaysim as a low-cost alternative to established carriers. These no-lock-in, prepaid SIM-only plans focused on transparency and flexibility, appealing to cost-sensitive users by eliminating hidden fees and contract commitments. Amaysim's advertising campaigns highlighted humor and simplicity, incorporating the "no worries" branding to evoke a relaxed, hassle-free Australian ethos while targeting and budget-conscious demographics through , (SEO), and paid digital ads. Initiatives like the "Go on, feel amaysim" platform used light-hearted visuals to promote freedom from overpriced bills, boosting and engagement via platforms such as and . Customer acquisition expanded rapidly, growing from approximately 500,000 subscribers in to over 1.18 million total mobile customers by mid-2020, fueled by referral programs offering $10 account credits per successful invite and bundling opportunities with integrated brands to cross-sell services. Post-2020, growth continued through organic expansion and acquisitions, reaching over 1.8 million customers as of 2025. To support retention, Amaysim implemented auto-renewal features for prepaid plans, loyalty discounts such as bonus data for long-term users, and transparent billing practices that clearly outlined usage and costs, contributing to monthly churn rates averaging 2.2% in 2020. These tactics, combined with high Net Promoter Scores above 50, helped maintain customer in a competitive prepaid segment.

Advertising Misrepresentations

In 2020, the Australian Competition and Consumer Commission (ACCC) investigated Amaysim's mobile service advertisements for potential misleading representations regarding data allowances. The investigation focused on promotions published by Amaysim from , 2020, which described certain mobile plans as offering "unlimited" data, creating the impression of no restrictions on usage. In reality, these plans provided unlimited data only for the first three billing renewals, after which they reverted to capped allowances, with consumers incurring additional charges for exceeding those limits; the advertisements did not adequately disclose these policy restrictions. On October 15, 2020, Amaysim paid a penalty of A$126,000 to the ACCC following infringement notices for these contraventions of the Australian Consumer Law, without admitting liability. Some reports indicated the matter was resolved through Federal Court proceedings, though the official ACCC record emphasizes the administrative penalty payment. In response, Amaysim cooperated with the ACCC and ceased the misleading advertisements, contributing to broader sector monitoring by the regulator to prevent similar issues in . No additional ACCC penalties for mobile-related misrepresentations have been imposed on Amaysim since 2020.

Energy Retail Disputes

In 2019, the imposed a penalty of A$900,000 on Amaysim Energy Pty Ltd, trading as Click Energy, for engaging in false or misleading conduct in relation to its retail promotions. The Australian Competition and Commission (ACCC) had instituted proceedings in July 2018, alleging breaches of the Australian based on practices from October 2017 to April 2018. These promotions targeted customers in Victoria and , where Click Energy claimed discounts of 7% to 29% on charges for on-time bill payments, alongside estimated annual savings of A$84 to A$946 from switching providers. The representations were misleading because the advertised discounts were calculated against variable market offer rates, which were higher than the regulated standing offer rates, resulting in minimal or no actual savings for many customers—and in some cases, higher bills overall. Additionally, the discounts were applied as credits to subsequent bills rather than the initial one, providing no benefit to customers settling their final account. Click Energy admitted to the conduct, and the also ordered the company to implement a three-year compliance program, send corrective notices to affected customers, and cover the ACCC's legal costs of A$50,000. The regulatory action contributed to Amaysim's decision to divest its operations, culminating in the sale of Click Energy to in September 2020 for A$115 million. This transaction was partly driven by the need to mitigate risks from an evolving regulatory landscape and economic pressures, including those from the . Following the sale, Amaysim ceased all energy retail activities, refocusing exclusively on services.

Current Status

Post-Acquisition Developments

Following its acquisition by in 2021, amaysim underwent significant operational integrations within the ecosystem, including the shutdown of the Vaya brand in April 2024. announced the closure, with Vaya ceasing new customer sign-ups on April 22 and beginning customer migrations to amaysim plans from May 22, ensuring no service disruptions as existing SIMs, phone numbers, and connectivity remained intact. Vaya customers were seamlessly transitioned to equivalent or improved amaysim plans, often at the same or lower prices, incorporating features like VoLTE, , and data banking. In January 2025, amaysim further consolidated Optus's MVNO portfolio by acquiring the Australian customer base of , another Optus-owned virtual operator, adding over 150,000 subscribers to its roster. The deal, announced on January 21, aimed to streamline operations and enhance market position, with migrations starting February 20 and completing without requiring new SIMs or interrupting service; affected customers retained their numbers and were mapped to comparable amaysim unlimited data plans. This move pushed amaysim's total subscribers to approximately 2 million as of October 2025, strengthening its competitive stance against rivals like . Operational synergies with post-acquisition included accelerated access to the parent's 5G network, with amaysim enabling automatic inclusion for new and existing customers on its $30, $40, and $50 unlimited plans starting July 2023, covering 98.5% of the Australian population. Shared infrastructure facilitated expanded plan options, such as international roaming bundles priced from $20 for 1GB and 30 minutes of calls in over 90 destinations, valid for 365 days and addable to any plan. Customer support integration with enhanced efficiency through AI-driven tools for faster query resolution and personalized service. Leadership evolved to support these changes, with Vir Inder Nath appointed as and Head of amaysim in 2024, bringing over 20 years of telecom experience from roles like CEO of Homes. Under Nath, amaysim shifted strategically toward digital innovation, upgrading its for streamlined plan management, eSIM activation, and NBN home internet setup. AI enhancements extended to customer service for segmentation, personalization, and quick decision-making, alongside in-house AI-generated marketing campaigns like "The Escape Story" in 2025 to boost engagement.

Financial Performance

Amaysim's financial performance demonstrated steady growth in its early years as a , with net revenue reaching A$212.6 million in FY2015, driven primarily by subscriber expansion and competitive pricing strategies. By FY2020, the company's total net revenue had increased to A$490.5 million, reflecting diversification into the energy sector, although mobile-specific revenue stood at A$190.1 million amid a slight decline from the prior year's A$223.4 million due to lower . Statutory net profit after for FY2020 was A$0.648 million, a turnaround from prior losses, supported by underlying EBITDA of A$40.1 million across operations. The 2020 acquisition by valued Amaysim's mobile business at A$250 million, representing an enterprise value to EBITDA multiple of 21.9x based on the FY2020 mobile underlying EBITDA of A$11.4 million. This deal highlighted the strategic premium placed on Amaysim's 1.19 million subscriber base and digital-first model, which emphasized cost efficiencies through low-overhead operations. Key performance metrics pre-acquisition included an (ARPU) of A$21.77 monthly (approximately A$261 annually) for mobile services in FY2020, down from A$25.25 the previous year due to pricing pressures and acquisition-related subscriber mix changes. The digital business model contributed to underlying EBITDA margins of around 8% for the group in FY2020, bolstered by minimal physical infrastructure costs. Following the acquisition, Amaysim's financials were integrated into , resulting in no separate public reporting, though it is estimated to contribute to Optus's MVNO revenue streams, which saw overall mobile revenue growth of 1.4% in FY2025. The divestiture of the Click Energy subsidiary to AGL for A$115 million in 2020 provided net proceeds of A$51.9 million after debt repayment, effectively offsetting the A$120 million acquisition from 2017 and allowing focus on core mobile operations prior to the deal.

References

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  70. https://www.news.com.au/technology/gadgets/mobile-phones/acc-fines-phone-companies-amaysim-and-lycamobile-for-making-false-claims-about-unlimited-data/news-story/0eaab2eabde63b77658c8633ad8961a1
  71. https://www.arnnet.com.au/article/1263856/amaysim-pays-126k-penalty-for-unlimited-mobile-data-ad.html
  72. https://www.accc.gov.au/media-release/click-energy-to-pay-900000-for-misleading-claims
  73. https://www.accc.gov.au/media-release/accc-takes-action-against-click-energy-for-misleading-savings-claims
  74. https://www.smh.com.au/business/companies/amaysim-fined-900-000-for-advertising-dodgy-energy-discounts-20190327-p517x5.html
  75. https://www.nsenergybusiness.com/deals/agl-energy-click-energy-group/
  76. https://www.power-technology.com/news/agl-acquire-amaysim-click-energy-group-australia/
  77. https://www.ozbargain.com.au/node/842642
  78. https://eftm.com/2025/01/amaysim-buys-circles-life-consolidating-further-the-aussie-mobile-market-259177
  79. https://ausdroid.net/mobiles/carriers/2025/01/21/circles-life-acquired-by-amaysim/
  80. https://www.mordorintelligence.com/industry-reports/australia-mobile-virtual-network-operator-mvno-market
  81. https://itwire.com/it-people-news/people-moves/amaysim-accelerates-growth-with-new-leadership-appointment-set-to-disrupt-the-mvno-market-with-full-service-telco-expansion.html
  82. https://play.google.com/store/apps/details/amaysim?id=au.com.amaysim.android&hl=en_IN
  83. https://campaignbrief.com/amaysim-launches-first-ai-generated-tv-commercial-the-escape-story-developed-entirely-in-house/
  84. https://www.theaustralian.com.au/business/business-spectator/amaysim-posts-healthy-profit-subscriber-growth/news-story/647ff6fc8ee3404c992fafb1dc11f47e
  85. https://www.telecompaper.com/news/amaysims-fy-revenue-ebitda-declines-mobile-subs-base-jumps-15-following-jeenee-ovo-acquisitions
  86. https://openbriefing.com/AsxDownload.aspx?pdfUrl=Report%252FComNews%252F20200831%252F02274324.pdf
  87. https://www.optus.com.au/about/media-centre/media-releases/2025/05/optus-announces-solid-mobile-growth-delivering-strong-results-for-fy25
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