Friday, June 21st, 2013 - the AMPLI Survey

SYDNEY, 20 June 2013 – AIMIA will begin a process to identify a successor to its CEO John Butterworth who is stepping down after almost nine years in the role. Butterworth will continue in the role of CEO until 13 September 2013.

Tim O’Neill, AIMIA President and joint Managing Director of Reactive, said “We will obviously be sorry to see John go but understand his desire to explore new opportunities in the industry after many years in the role. He will leave AIMIA well prepared for the future.”

“John has a clear view of the changing shape of the industry and has implemented a range of initiatives including new services, appointing Corinne Franks as our first General Manager and generally positioning AIMIA’s strategy and vision to reflect our role in supporting our broadening membership base and leading the development of the digital industry in Australia,” said O’Neill.

Since John Butterworth joined as CEO in July 2004, AIMIA has:

  •     More than doubled its company membership base to over 400 businesses
  •     Expanded its focus to attract the support of all major Australian digital powerhouses including ninemsn, Microsoft, Fairfax Digital, News Ltd, Foxtel, Google, FaceBook, Yahoo!7 and eBay
  •     Launched a patron and sponsorship program that has secured major financial support from a range of high profile partners including KPMG, Adobe, Nokia, BigPond, Akamai, AAPT and various State governments
  •     Created a year-round program of events with more than 20 industry forums and briefings a year
  •     Led the development of a range of new member services and benefits including numerous research reports, digital industry salary surveys, and education and training courses
  •     Led the development of industry standards, research, and guidelines in a variety of digital sectors including mobile, tablet publishing and group buying

“When I joined AIMIA in mid-2004, the digital industry was still considered niche. The organisation itself only had two people on staff and a small membership base,” said Butterworth. “I’m very pleased and proud of the way AIMIA has grown in step with the digital industry in the years since. Today we find ourselves with nine full and two part-time staff and a membership base of more than 400 organisations.”

Commenting on his plans, Butterworth said, “My view of my own future is strongly aligned with AIMIA’s strategy. The relationship between the digital industry and the broader business community is changing significantly and it’s an excellent time for me personally to start exploring the commercial opportunities I can see in the relentless march of digital into business more broadly. ”

“With our General Manager in place and it being AIMIA’s 21st birthday later this year, it’s the right time to step aside and allow an orderly transition to a new CEO with a fresh pair of eyes to lead AIMIA into the future,” he said.

“I was an active AIMIA member before I joined the organisation and will remain an active member after I leave. I look forward to continuing to support and contribute to AIMIA’s industry development efforts and the quest for 'more dollars for digital’,” Butterworth said.

The AIMIA Board of Directors has formed a search committee and Harvey Nash has been retained to carry out this search due to its digital expertise, global network and reach. Bridget Gray, Managing Director of Harvey Nash in Australia said, "I am delighted to be working with AIMIA to find John's successor. Australia is fast growing into a digital powerhouse and I anticipate strong interest in this role."

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the AMPLI Survey


This research is the eighth survey of the longitudinal analysis of mobile phone behaviour, usage and preferences. The first report was delivered in August 2005, the second in May 2006, the third in March 2007, the fourth in August 2008, the fifth in September 2009, the sixth in October 2010 and the seventh in October 2011. As well as the core questions, there are topical questions included in the survey that change with each edition.

The special topic of this survey, decided by the Mobile Industry Group, was Impact of Tablets on Mobile Phone Use. Previous special topics have included ‘Mobile Phone Advertising and Marketing’, ‘3G Mobile Phone Ownership’, ‘Mobile Advertising’, ‘Communities and User-generated Content’, ‘Mobile Commerce’ and ‘Mobile Phone Applications’.

This project is the only independent and open study of the Australian market that has been carried out with the support of major industry partners. The sample size used for this analysis was 1,784 respondents, which is a strong response rate. The results of the 2012 Survey sample can be generalised to Australian mobile phone owners between 18 and 75 years of age.

About AIMIA
Founded in 1992, AIMIA is the peak industry body for Digital Content, Services and Applications in Australia. AIMIA is devoted to the commercial development of the industry as a whole and to the commercial development of the distinct AIMIA members and AIMIA member groups. See www.aimia.com.au
Jennifer Jefferys on or
P: 02 9469 5700
W: www.aimia.com.au/ampli

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Tim O’Neill, AIMIA President and joint Managing Director of Reactive, said “We will obviously be sorry to see John go but understand his desire to explore new opportunities in the industry after many years in the role. He will leave AIMIA well prepared fo

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