FAST GROWING MVNO TELCO TANGERINE ACQUIRES NUMOBILE CUSTOMERS

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Australia’s fast-growing internet and mobile data challenger MVNO Tangerine is further expanding by acquiring smaller Telstra MVNO numobile’s sim mobile assets from today, adding the brand’s 7000 customers to Tangerine as the telco moves into a strategic growth phase.

numobile was originally established as an MVNO using the Telstra network and also supplied refurbished handsets. Initially launched in 2019, backed by Macquarie Bank before sale, Tangerine’s acquisition is for the sim mobile customer base only, not the handset component.

Chief Executive of Tangerine Andy Branson said the Australian established brand was a complementary acquisition for Tangerine, and a demonstration of Tangerine’s leading position in the MVNO sector, having experienced rapid growth as a result of offering Australians bundled pricing, generous data banks and data and mobile products common to network operator pricing plans.

“We are delighted to enter our next phase of growth with the acquisition of numobile’s mobile sim business. We lead the MVNO market with innovative products that now sees Tangerine offering customer products such as shared number data plans for smartwatch compatibility, placing Tangerine in the position of being the only MVNO challenger to offer this alongside the legacy telcos.

“numobile’s model was innovative for the market at the time, and that demonstrated to us that there is a customer base who want to be with MVNO’s, rather than network telcos, because of what those customers value in a provider, and we believed there was a significantly strong synergy between the customer base of numobile and Tangerine, which led to this acquisition.

“Those now 7000 customers are likely to want the most innovative products available that suit their needs. We believe Tangerine’s discount bundling and product offering utilising the Telstra nbn* network will deliver a strong rate of customer retention as they recognise that Tangerine can offer them continuing value with a provider that constantly updates its products and pricing.”

Tangerine is part of the Group’s brand portfolio together with brand More. numobile’s sim mobile customer base will be added to Tangerine, and the Group will not retain the numobile brand name.

Tangerine has also led the MVNO challenger brands in establishing partnerships with entertainment and sports brands including with BINGE streaming and the National Basketball League, marketing to consumers who value discount bundled pricing across data and mobile for streaming, study, entertainment and family household use.

Tangerine has also announced a significant investment in women’s sport, securing five-time Paris Olympic gold medalist Mollie O’Callaghan as an Ambassador, and a team sponsorship of the Melbourne Renegades with women’s champion Milly Illingworth leading the sponsorship campaign.

Branson added that the growth of Tangerine, combined with the marketing investment, has positioned Tangerine to capture not only existing MVNO customers from their competitors, but those who are disenfranchised with the complexity of legacy telco’s.

“Since establishing in 2014, we have been committed to providing Australians across regional and metropolitan Australia with the best in data and mobile technology, including being among the first MVNO’s to offer nbn® fast speed to regional areas. We have always led with a competitive pricing structure combined with simple customer support and set up processes and our numobile acquisition will enable us to deliver this to even more Australians.”