amaysim today announced its acquisition of fellow Optus MVNO, OVO, for $15.8 million. The OVO brand will be phased out and all customers will be migrated to amaysim within four months.
amaysim has yet to provide specifics with regards to the migration, but is promising that all customers will be moved to a plan with value equal to, or better than their existing plans, and says most subscribers will receive increased inclusions.
This is pertinent, OVO mobile plans represent better value in some circumstances. For example, OVO currently sells a 10GB plan for $19.99 on a 30-day recharge, while amaysim's equivalent is a 5GB plan for $20 on a 28-day recharge. While the two telcos are almost on par when it comes to 30GB plans, OVO's plan is sold as a 30-day recharge and amaysim's as a 28-day recharge. This means amaysim customers end up recharging 13 times per year, thus paying $30 more.
There's also a disparity between mobile broadband plans. OVO offers 100GB and 250GB data-only SIMs, whereas amaysim's offering maxes out at 90GB. Once again, OVO plans are sold on a 30-day recharge, while amaysim plans are sold as a 28-day recharge.
OVO customers will keep their 30-day recharges when they're migrated to amaysim. amaysim says it may allow amaysim customers to swap to 30-day recharges at a later date.
"The migration plan ensures there is no detrimental impact on customers," said an amaysim spokesperson. "Our team will work hard to ensure a seamless migration so all customers are on an equal or better plan and will not need to pay more for their mobile phone services, in line with amaysim’s values of simplicity and fairness."
While amaysim is acquiring OVO's customers, it is not acquiring the telco's entertainment platform, OVO Play. OVO Play is a free streaming services (with some premium content) that encompasses motorosport, esport, rugby, surfing, and radio. Viewers with an OVO mobile plan are able to acquire bonus data for their next recharge based on time spent streaming. OVO Play will continue to exist post acquisition, but will be branded.
The acquisition will add approximately 77,000 subscribers to amaysim's customer base, bringing it to a total of 1.17 million. amaysim recently added 41,700 customers to this number through its acquisition of Jeenee Mobile at the end of last year. This migration was completed in less than three months.
Alex Choros
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