People telecom has created a new director of consumer marketing role to strengthen its consumer market presence.
The carriage and VoIP vendor has appointed Annalisa Haskell to the position.
She has 17 years marketing experience with companies such as St George Bank, NRMA Insurance, American Express and Optus.
Company CEO, Ryan O'Hare, said the appointment freed the business up to assess its approach to the consumer space.
"We have always focused on being a service-based organisation, which is particularly key in the business to business market, but it is very difficult to push that service bandwagon to develop and implement a pile of products for the consumer space at the same time," he said. "We have had a number of individual managers pushing the people bandwagon but none in unity, so bringing that focus as well as a new way of thinking about how we present ourselves to market is valuable."
The initial focus of the new role would be to understand consumer doubts and issues around VoIP, Haskell said.
"The reality is that a lot of very valuable customers are still not very confident with technology and that needs to change," she said.
"With VoIP, consumers are not yet interested in whether you have really good customer service, they are interested in whether the service works and how expensive it is," O'Hare said.
Despite this barrier, the company was still achieving significant growth in the space, gaining 16,000 customers more than the initial 10,000 it hoped for when it launched its consumer VoIP offering in April this year, O'Hare said.