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All Hail the New Number 2! Launched in 1993 in a Western Australia garage, the company sells itself as solid like a big telco but spunky like a startup. iiNet has also challenged itself with breakthrough products, the latest of which is iiNet Labs, a research and development division that focuses on the needs of the company and its customers. The company that once organised staff for a climb up Mount Kilimanjaro now finds itself at the summit of 'coolness', taking home the top accolade at Anthill Magazine's Sixth Annual Cool Company Awards.