iiNet will launch an alternative ISP brand called Jiva next month that will offer unlimited ADSL2+ broadband from $79 a month.
CEO Michael Malone said in a statement the alternative brand strategy aimed to capture a market that "wants high quality broadband that they can just set-and-forget".
However, he was quick to point out that Jiva is "definitely not 'budget' iiNet" — a clear reference to Telstra's recent plan to create a budget brand for its services.
Telstra had planned to buy Adam Internet and use it as a budget brand in the market. However, the planned acquisition fell through, and iiNet swooped to pick up Adam for $60 million.
It is unclear what broadband infrastructure Jiva's services will run on. Comment is being sought from an iiNet spokesperson.
It is expected that Jiva customers will require less support than customers of iiNet and its other brands, although the company will have its own dedicated support resources handpicked from existing iiNet staff.
Sign-up to Jiva will be online. Details of only one plan have been released to date, a 24-month plan with unlimited ADSL2+ data, "all local and national landline calls, and a wireless modem ... from $79 per month".
One of iiNet's other ISP properties, Internode, has historically had a strong focus on simple broadband plans via its Easy Broadband services.
More to come