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TPG launches ‘Felix’ mobile sub-brand – Telco / ISP




TPG Telecom is set to move forward with a new digital-only telecommunications brand called ‘felix’, after Vodafone registered the brand late last year.

Details on the new offering were scarce other than that it would launch “in the coming weeks”, be fully digital, and powered by renewable energy.

The business model appears to be similar to that of the challenger brand of Telstra Belong – which has the same environmental marketing and digital customer support model – via Iñaki Berroeta, CEO of TPG would have said felix is ​​not only intended to be a competitor of Belong.

“Transparent, sustainable and straightforward is what customers tell us they expect from their telecommunications plan,” Berroeta said in a statement.

“We’ll be announcing the details of the felix plan closer to launch in the coming weeks, but we’re committed to making it a simple experience for customers.”

Berroeta believed that digital-only media models would continue; they proliferated during the current pandemic out of necessity, when telecom operators lost access to large outsourced call center operations and quickly had to set up chat, knowledge bases and other open source tools -service to sort the volume of customers requiring assistance.

“Register [to felix] will be a straightforward process via the felix app and once customers receive their SIM card it will be a fully digital experience, ”said Berroeta

“Covid has accelerated the trend for consumers to move away from retail and call centers, and we expect this shift to continue.”

Vodafone Hutchison Australia, which this year merged with TPG, registered felix’s name at the end of last year, signaling its intention to potentially launch a mobile sub-brand.

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