Amaysim's secret to success: Don't copy the carriers

Australia's largest mobile virtual network operator has bumped up its Unlimited mobile data plan to 5GB and is about to boost its brand visibility in a big way.

Amaysim's recently appointed managing director Julian Ogrin is no stranger to the cut and thrust of the highly competitive telecommunications space, and the pressures are even more acute when you are in charge of arguably Australia's largest mobile virtual network operator (MVNO). While the Australian MVNO space has already undergone a wave of consolidation, those left standing -- Amaysim, Virgin, ALDI, YoTango -- are busy sprucing up their wares and making sure they have what it takes to stand out from the crowd.

For Ogrin, the immediate goal is to get 1 million users onto the company's books by 2015. Amaysim's latest pitch to the market -- boosting its Unlimited data plan to 5GB of data -- just might do the trick.

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