Broadband’s evolving brand landscape

This report analyses the strategic re-entry of Amaysim into the Australian fixed broadband market. Following a period of subscriber stagnation where Optus broadband numbers fell over three and a half years, the group is adopting a multi-brand strategy similar to Telstra and TPG. By leveraging Amaysim’s 1.5 million mobile subscribers and high brand affinity, Optus seeks to target specific consumer segments and drive growth in a fragmenting retail landscape underpinned by NBN resellers and white-label providers.