Australia was a "perfect" place to launch next due to a tech-savvy population and a low number of high-volume mailers. For example, Australia has about four major banks, compared to thousands in the U.S., and three major mobile operators. "It was much easier to get a well-organized market offering," Payne said.
But Australia Post, which has struggled financially with falling letter volumes, isn't going to give up. It plans to market itself as a trusted broker for online communications with its Australia Post Digital Mailbox due to its long history of handling people's sensitive information.
Alex Twomey, general manager for Australia Post's external affairs, said the organization's research shows that "if people don't know or trust the company in the middle," they will not engage with the service.
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