OVO Mobile steps up bricks-and-mortar retail strategy

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OVO has gone from selling exclusively online a fortnight ago, to also having a presence in close to 1,400 stores including Australia Post and 7-Eleven.

From this week, OVO SIM cards will be available in selected post offices across the country. This follows OVO’s arrival in 617 7-Eleven stores last week.

OVO CEO Matt Jones says it has been a big month for the Optus reseller.

“The bricks-and-mortar retail strategy is really starting to build momentum as we cater to people who either prefer to buy items like mobile and data plans from a shop, or want the added convenience of not waiting for their SIM to be posted to them,” he said.

“Our combined presence across Australia Post and 7-Eleven stores gives us true national point-of-sale coverage. We’re expecting this to drive further growth in subscribers, particularly in the lead-up to Christmas and as families prepare for back-to-school, come January.”

Mr Jones says one of the reasons OVO is growing so rapidly is the escalating reluctance of Australians to commit to long-term contracts.

“We’re attracting customers who can no longer justify paying a premium for no discernible benefit, especially now when they can walk into a convenience store or post office, port their existing number over to a better-value prepaid service and be up and running in hours,” he said.

“We’re expanding our retail footprint so as to better reach these customers who maybe don’t realise they have a better choice available.”