We know that not all customers are the same. Our research has identified a gap in the market for a simple product that still represents the best bang for buck. From this, Jiva was born.
Jiva is aimed solely at customers who are looking for a simple, ‘set and forget’ broadband and phone service on a network with proven quality and reliability. They don’t want a lot of contact with billing and support staff, they don’t need flashy add-ons or want to muck around with different data packages - they just want a broadband and landline phone service.
We don’t have a set target, but from our research we believe there is a significant market that is attracted to the simplicity of what Jiva offers, so we expect to hear from a lot of interested consumers.
Jiva represents 20 years of lessons learnt from operating a national network and delivering excellent customer service and, thanks to iiNet investment and previous acquisitions, Jiva had a high-speed ADSL network and billing system ready to go.
We are optimistic that there are many potential Jiva customers who would be attracted to this very simple offer but we will need to launch it first, build brand awareness and see how it tracks before making financial projections.
Our objective in the next twelve months is to establish the Jiva brand and show that an innovative, high-quality internet and phone offering can be successfully delivered within the traditional ‘cost-conscious’ segment of the Australian Internet provider market.
Jiva is targeting customers who are interested in simplicity and require lower levels of contact. This is in direct contrast to iiNet’s customer base who enjoy being able to choose from multiple services and products and appreciate having the option of support to help them set up. We have therefore been able to price Jiva competitively for customers in that segment of our market.
We expect other service providers will lose customers to Jiva. It’s possible some iiNet customers may want to move to a Jiva service, but we expect the numbers to be manageable as iiNet has its own good-value offerings.
Most of our customers come from the incumbent. They have the largest base and don’t offer anything like the Jiva product. Of course, we compete across the board, and look forward to welcoming customers from any ISP.
Jiva uses a very different network configuration, using simpler authentication and a much simplified customer service structure. Jiva is, in essence, a stripped-out internet and phone product - no shaping, no multiple plans, configuration methods, email, or service add-ons. As a result, the range of customer service tools is also pared down to a minimum and the need for customer service staff is much lower than that required for iiNet.
The only thing Jiva and iiNet have in common is that they share the same ADSL network. Jiva broadband services are minimalistic, so customers get a simple, high-speed, reliable connection at minimum fuss. As a result, the product incurs lower costs for both supply and customer support.
Our award-winning contact centre staff are being trained in-house to join teams dedicated to Jiva customers; we are not outsourcing. We are very proud of our support, regardless of where it is located. Complex products require a high level of support and we’ll leave that space to iiNet. Jiva is a simple product offering and will require less support, but when customers need help, Jiva will be there for them and will deliver the same high levels of customer service that we demand across the business.
Jiva will catch up with the iiNet staff at the Christmas party and other social events, but the teams will be dedicated to Jiva customers so have no direct reporting structures. There is a lot to be learned from the way iiNet runs the business, but Jiva has a different focus and a different approach to the market.
We think that service is a significant differentiator. Jiva’s approach to service is to eliminate complex billing options and additional products, but when support is required, top shelf service will be available. There are companies that focus on low price today, and there is no reason to believe they will disappear with the NBN. Jiva isn’t planning to focus on price. Our focus is simplicity.
Yes – see http://www.simple.net while it wasn’t used as a model for Jiva it shares some characteristics.
There is one manager. Remember – it’s simple. There is also a dedicated customer service team.
Our market research has identified a customer segment that likes to pick and choose services and avoid complex bundles. They want simplicity and that is the customer segment we are targeting with Jiva.
iiNet has no plans to release an unlimited ADSL product. Jiva’s unlimited ADSL plan is designed to help keeping things simple, by removing the multiple choices confronting customers about the ‘right’ quota, or the need for shaping and monitoring consumption, or buying extra data packs - it simplifies the decision making for customers and the delivery for iiNet.