Ann: Aussie launches digital first challenger brand, page-4

unsure now

It's reasonable to be unsure now as a better understanding of the potential is needed, perhaps through the briefing or the AGM etc, but the general thrust involving the targeting of two distinct markets is a fairly common approach.

Nick Scali introduced the Plush Furniture range to cater for people with less expensive taste and that appears to be working quite well.
The streaming and internet sevices with or without advertising is another example.

ABB offers infrastructure and expertise and the idea of spreading the costs linked to that potential across a wider group of consumers isn't totally without merit, but we'll see.