👉 Background: TPG is the telco brand that merged with Vodafone back in 2020 in a $15 billion merger, making it the third-largest telco network in Australia, behind Telstra and Optus.

👉 What happened: After being a pure-play mobile operator for a long time, TPG has now announced a new content play, with a partnership with Hubbl, the streaming aggregation platform.

👉 What else: Hubbl gives consumers a single interface to view different streaming apps, so you don’t need to jump in and out of apps to find new content. And this content-play is all part of TPG’s plan to keep its customers sticky.

What's the key learning?

💡When your business has become so commodified, you need to show value in new ways. There are only two key differentiators in the mobile space - network range and price.

💡TPG and their Vodafone brand isn’t the leader in either of these categories - so something else has gotta give in order to retain their customers. And content appears to be the main play.

💡Even Telstra and Optus have invested billions of dollars buying content:

• Optus bought the sport broadcast rights to the English Premier League for $600 million
• Telstra partnered streaming platforms like Fetch
  

TPG is hoping its new partnership with Hubbl might keep its customers as loyal as Hamish and Andy to Hubbl-ads.