OnePass Mobile teases “deeper integrations” with its namesake

OnePass Mobile picked up where Catch Connect left off earlier this month, with existing Catch Connect customers moving over to a more-or-less identical set of OnePass Mobile plans. It’s not impossible to imagine that a few of these customers had never heard of the brand before the changeover. 

The rest have likely encountered OnePass via one of its many retail partners, which include Wesfarmers brands like K-Mart and Bunnings Warehouse. The $4 per month membership program has been pitching itself as “Amazon Prime for Aussies” for a couple of years now. Signing up for either a monthly or yearly OnePass membership gets you free shipping from select partners and access to exclusive deals.

Although the various benefits of OnePass aren’t yet being extended towards OnePass Mobile customers, those involved are already hinting at future plans.

In a statement earlier this month, OnePass Mobile indicated that the name-change is just the start of its plans for the telco space.

“With deeper integration across OnePass benefits and future product enhancements on the horizon, customers can expect a mobile experience that’s smarter, simpler, and better connected,” it said.

Given the popularity and success that Coles, ALDI and Woolworths have had when it comes to pairing up perks for shoppers with prepaid phone plans, OnePass Mobile announcing its own spin on this formula feels less like a matter of it than a matter of when.

It’s worth noting that the relationship between OnePass Mobile and its namesake isn’t quite as seamless as the examples mentioned above though. While OnePass itself is owned and operated as a division of Wesfarmers, OnePass Mobile is operated by amaysim.

Speaking to Reviews.org, amaysim’s Vice President and head of challenger brands Vir Nath refused to provide more concrete details on what this might look like. Instead, he was quick to highlight the potential of the OnePass brand to reach a much broader base of customers than Catch Connect ever could.

Citing the relationship between OnePass and OnePass Mobile, Nath said that the two parties were well positioned to reinforce one another and generate sustained growth.

“Our focus is on building a flywheel strategy, encouraging more OnePass members to adopt OnePass Mobile, while also leveraging the mobile offering to drive increased OnePass sign-ups,” he explained.

Although Nath insisted it was too early to talk about whether the provider will look to expand its offering into parts of the market that Catch Connect erred against (such as 5G mobile plans, excess-charge free data allowances and home internet plans), he confirmed that the company is currently exploring new ways to deliver value to customers. 

As for how OnePass Mobile  plans to differentiate itself from the many other MVNOs providers out there, Nath was consistent in his belief that the brand is well positioned to deliver something unique.