Amaysim enters electricity market, to release NBN plans

Budget mobile operator Amaysim has muscled in to the electricity market weeks before it launches its NBN offering.

Amaysim chief executive Julian Ogrin.

Budget mobile operator Amaysim has muscled in to the electricity market just weeks before it pulls the trigger on its NBN offering.

ASX-listed Amaysim is buying Melbourne-based Click Energy for $120 million with chief executive Julian Ogrin saying the move to a new vertical shouldn’t surprise the market.

“We have always been focused on how we can increase our share of the mobile wallet,” he told The Australian.

“The NBN is a huge churn opportunity in the market and a diversified offering and the opportunity to cross-sell across a bigger user base is a big plus for us.”

He said Amaysim’s NBN plans should hit the market in the next four weeks. Over time it would have a triple-play offering of broadband, mobile and electricity services.

Click’s boss Dominic Drenen said the energy market was changing as customer behaviour and expectations shifted towards value. “A lot of the disruption is happening behind the meter,” he said. “For us that shift meant that we had to add new verticals to our offering and the future of utility retail is multi-vertical.”

Click offers electricity in Victoria, NSW, Queensland and South Australia, and gas in Victoria and NSW, with about 155,000 customer accounts, representing 136,000 households. It also owns a utility connection service provider, On the Move, which offers a convenient way to connect utilities when people move.

Mr Ogrin said Amaysim’s secret weapon was its micro-services platform that allowed it to provide a transparent offering to customers while giving them the ability to subscribe and manage multiple products easily.