Ever asked yourself before, what's next, if you have successfully disrupted an industry? I'd like to give an outlook on what I believe will be the future attitude and organisation of the new marketing rule book.

1. 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

2. amaysim – A Disruptive Force Inamaysim – 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

3. 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

4. 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

5. How The Landscape Has ChangedHow 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

6. So, what’s next?So, what’s next?

7. New MarketingNew Marketing
Works Like AWorks Like A
NewsroomNewsroom

8. New Marketing Works Like ANew Marketing Works Like A
NewsroomNewsroom
Editors
Reporting & Quotes
Production
Organization
Culture
Planning
Distribution

9. • Create original,
unique & relevant
content daily
• Be sharable
• What’s your cause?
Create Like EditorsCreate Like Editors

10. • 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

11. • 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

12. • Start lean multi-
functional teams
• Minimal viable
communication
• Create – test –
measure - pivot
• Create your own
production & channels
Organise Like An Editorial Team

13. • Integrate all tools,
systems & channels
• Sourcing –
manufacturing –
distribution
• Marketing becomes
it’s own media
company
Plan & Organise Like A Media ChannelPlan & Organise Like A Media Channel

14. • 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

15. • 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

16. Thank You!
Christian Magel
amaysim
Co-Founder
Twitter: christianmagel
christian.magel@amaysim.com.au