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iiNet likes to call itself a challenger brand. First and foremost, that means taking on communications behemoths like Telstra and Optus (sometimes in court). But it also means challenging itself with breakthrough products, such as Naked DSL in 2007, phone-modem combo BoB in 2009 and internet TV in 2010.
Research has revealed that emerging consumers are paying far more on average than the rest of the world, despite earning the lowest wages.