We’re Emagine and we’re all about alignment

Emagine was founded in 1998 and has been delivering best practice campaigns to enterprise clients worldwide ever since, making us an expert in our field. Founder-led, our CEO David Peters started Emagine on the back of a career delivering marketing solutions at Bouygues Telecom France and Optus in Australia.

Our Mission:

To create a real-time analytics and execution platform that enables our clients to interact with their customers in a meaningful impactful way.

Company Vision:

Large enterprises with millions of customers want to change the way they interact with their customers. They are moving away from traditional batch outbound campaigns to ‘always on’ real-time contextual capability to managed customer interactions. They expect sub-second event detection to determine if a “moment of truth” exists. At that moment, they expect sub-second Next Best Action to be made to the customer taking into account their customer’s real-time context, history and recent offer experience. This interaction should occur via the optimal touchpoint, and be omni-channel.

Our vision is to solve this customer interaction problem by delivering our real-time analytics and execution platform and managed services, in multiple industry verticals to enable our clients to interact with their customers in a meaningful impactful way. This will drive incremental business results for our clients, and ensure we are a profitable growing product company.


Business model

Confident in our approach, we will take up to 35% of our fees and put them at risk based on achieving business results. Results are mutually defined at the start of every new relationship and if we hit them we are compensated. If we achieve double, we get double. It’s a win-win business model.

Management team

Emagine's team has the skills, global experience and know-how to deliver results with operational excellence - and we deliver that onsite for our clients.

  • David Peters (CEO) Executive Director

  • Greg Armstrong Chief Marketing Officer

  • Mitchell Klaassen Chief Technology Officer

  • Andrew Considine General Manager Sales

Close XDavid Peters (CEO) Executive Director

An experienced Telco marketer with a strong track record in delivering increased revenues and decreasing churn for mobile operators in Australia and France, David turned his entrepreneurial dreams to reality when he founded Emagine in 1998.

David has led the growth of Emagine’s business globally by focussing first and foremost on delivering outstanding results for Telco clients, using a combination of the very best people, the best tools, and a strong collaborative relationship with clients that is ultimately win-win.

David is an Alumnus of the Harvard Business School, having completed the Owners and President’s Management Program in 2014. He also holds a Bachelor of Commerce degree (Marketing major) from the University of New South Wales, Australia.

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Close XGreg Armstrong Chief Marketing Officer

As CMO, Greg is responsible for overall Product Management at Emagine, and running our Customer Value Management practice for our clients.  As an experienced Telco marketer, Greg brings a wealth of marketing expertise to our customers in their quest for increasing revenues and decreasing churn. He has a strong record of achievement in senior marketing and general management positions within telecommunications companies in incumbent, challenger and niche market positions in Australia and New Zealand.

Prior to joining Emagine, Greg held the positions of General Manager of the Consumer division of Telecom New Zealand, and Group Director of Commercial and Consumer at AAPT Australia. It was in this latter role that he first worked with Emagine and became a convert!

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Close XMitchell Klaassen Chief Technology Officer

Mitchell is responsible for Emagine’s technological direction, architecture, development and innovation. This includes the continued evolution of Emagine’s best-in-class product suite of real-time, cloud based, customer value management and adaptive contextual marketing applications.

Mitchell has a long history in telecommunications, including extensive leadership experience with cutting-edge real-time digital technologies.

Prior to Emagine, Mitchell was the regional Chief Technology Officer (APAC) at Matrixx Software, helping drive their real-time digital commerce platform.

Prior to Matrixx, he spent 10 years with Redknee Solutions, holding multiple leadership positions. These included Director of Solution Engineering, Product Management, Consulting and Network Architecture, across their real-time OSS/BSS portfolio.

Mitchell started out his career with Nortel, across Network Engineering and Network Management Software business units.

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Close XAndrew Considine General Manager Sales

Andrew is an experienced sales and marketing executive with a background in engineering and a strong track record in delivering successful solutions for clients across the world.

Prior to Emagine, he co-founded willstream.com, a mobile remittance platform, where he was responsible for building the business from inception to launch across both Europe and Western Africa. Previous roles include Director of Business Development, EMEA at Redknee, Inc. and Director of Pre-Sales at Sentito Networks - a Boston based technology start-up.

In his earlier career as an engineer, Andrew was heavily involved in cutting edge technology projects across the telecommunications domain.

Andrew is also a mentor for the School of Social Entrepreneurs in Australia.

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  • Mark Chambers Director CVM Consulting

  • Rosemary Hay HR Manager

Close XMark Chambers Director CVM Consulting

Mark Chambers is an experienced CVM marketeer with over 20 years experience in CVM and Mobile telecommunications general management in Asia, Africa and Australia.

Mark was Head of Campaign Management and Analytics for Airtel Africa Group, from 2012 – 2015 based in Kenya, and has a deep understanding across Airtel’s African markets and CVM in those markets. Mark has extensive experience in Advanced Analytics, Big Data, Campaign Management, Market Research, Segmentation Strategy, CVM, and Prepay General Management having held these positions within Airtel Africa, Airtel India, Telkomsel Indonesia, Optus Australia and SingTel Singapore.

Mark has a Masters degree in Applied Science (Innovation) from RMIT Melbourne.
Mark is an experienced data-driven marketeer, who is passionate about delivering results

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Close XRosemary Hay HR Manager

Rosemary brings over 30 years’ experience to Emagine across the banking and telecommunications industries. In her time with the company, Rose has acquired wide and diverse international experience in the telecommunications industry with a strong focus on building sustainable operations coupled with best international practices.

Prior to joining Emagine as 2003, Rose spent 13 years with Advance Bank in Sydney, Australia (now St. George) managing IT support teams across multiple sites and cities.

Currently studying for a Master of Business in Human Resources (MBUS) at the University of Technology in Sydney, Rose heads up Emagine’s HR function, supporting our growing team both in Australia and abroad.

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Board of Directors and Advisory Board

  • Allan Brackin Chairman

  • David Peters CEO

  • Tony Kalcina Non-executive Director

  • Steve Killilea Emagine Advisory Board Chair

Close XAllan Brackin Chairman

Allan has been in the technology industry for over 20 years, most notably as the former Director and Chief Executive Officer of Volante Group. Prior to Volante, he founded Queensland Laser & Survey Supplies and Applied Micro Systems (APS), which later grew to become AAG Holdings. Allan currently serves on the board and the Audit and Risk Committee of the New South Wales Heart Foundation and is a member of the National Finance Advisory Committee and National IT Committee.

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Close XDavid Peters CEO

David is founder and CEO of Emagine International. Formerly of Bouygues Telecom France and Optus in Australia, David has extensive experience delivering closed-loop marketing solutions for clients in Asia, Europe and Australia.

For a more detailed biography, please visit our Management Team.

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Close XTony Kalcina Non-executive Director

With over 25 years’ experience in the telecommunications and IT industries, Tony Kalcina is the founder and a current director of Clarity, the global open source software provider, which manages over 110 million subscribers globally. During his time at Clarity, Tony was heavily involved in its ASX float in 2000 which saw it capitalised at $270 million.

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Close XSteve Killilea Emagine Advisory Board Chair

Steve Killilea is the founder and Chairman of Australian technology company Integrated Research. Steve is also the creative force behind the Global Peace Index study, a noted donor to overseas aid and the founder of the Institute for Economics and Peace (IEP), the creation of which was recognised as one of the 50 most impactful philanthropic gifts in Australia’s history.
In June 2010, Steve Killelea was appointed a Member of the Order of Australia for his service to the community.

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  • Steve Evans Advisory Board

Close XSteve Evans Advisory Board

Steven Evans has more than 25 years of top leadership experience in the mobile communications industry having held a number of senior executive roles in the UK, France, Australia and Nigeria. During a 10 year period with Cable & Wireless he held the positions of General Manager, Optus Mobile in Australia; Deputy CEO for Bouygues Telecom in France; and Deputy Managing Director of One 2 One (now T-Mobile) in the UK. Following those appointments, he became CEO of Dolphin Communications, CEO of BT Mobile and then served as CEO of Etisalat Nigeria for five years where he oversaw the growth of that business from launch to over 16 million subscribers.

For a full biography, please visit our Management Team page.

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Alliance Partner Program

Emagine’s business model is to partner with local systems integrators and specialist CVM or marketing consulting companies to deliver Emagine’s solutions. We work with Alliance Partners who offer a variety of services and expertise that complement the Emagine platform to provide end customers with successful turnkey implementations.

Our Alliance Partner program features joint lead generation activities and co-marketing programs for the Telecommunications industry globally.

We offer Alliance Partners extensive training, pre-sales support, new sales opportunities and a packaged implementation toolkit.

If you would like more information on becoming an Emagine Alliance Partner, please contact: info@emagineinternational.com.

Investor Relations

Emagine International is a Proprietary Limited Australian company incorporated in NSW Australia in 1998 (Emagine International Pty Ltd, Australian Business Number ABN 41 081 433 230).

Emagine remains a privately owned company with a select group of investors who have played a valuable role in the growth and development of Emagine. David Peters is founder and CEO of the company, and holds a majority stake in Emagine.

Allan Brackin is the Chairman of Emagine’s Board of Directors and deals with all shareholder and investor enquiries.

For all Emagine investor relations please email info@emagineinternational.com.


Your chance to work for an Australian success story.

Create and implement software for some of the most demanding and interesting customers in the world! Emagine’s Sydney office is located in the inner-city area of Ultimo; a haven of technology businesses,
universities and great cafes just a short walk from the city centre.

We invite high calibre individuals with the following attributes to join our team and make a difference:

  • Excellent communication (everyone is client facing at some point in time)
  • Willingness to work and play hard
  • Willingness to work under pressure with tight deadlines but big rewards
  • A desire and ability to travel internationally
  • A great sense of humour

If you are interested in joining the team, please email info@emagineinternational.com


Current Opportunities

Unfortunately  we have no current roles available as present.


  • 19 Jun
    Emagine Appoints New CTO
    Mitchell Klaassen to drive technology leadership to extend and enhance Emagine’s best-in-class product portfolio Sydney, 19June 2017 — Emagine International, a specialist provider of real-time contextual customer marketing software and managed services, today welcomed Mitchell Klaassen as new Chief Technology Officer. Klaassen joined Emagine in 2016 in the role of Head of Product and PreSales … Continue reading Emagine Appoints New CTO
  • 17 Oct
    Emagine appoints Mark Chambers as director of CVM Consulting
    Emagine International, a provider of real-time contextual customer marketing software and managed services for communications service providers (CSPs), has announced the appointment of Mark Chambers as the company’s new director of CVM Consulting. Effective immediately, Mark will spearhead the company’s CVM Consulting arm with an aim to bring CVM best practices to Emagine’s clients, and … Continue reading Emagine appoints Mark Chambers as director of CVM Consulting
  • 17 Aug
    Emagine International Launches Real-time Marketing Platform for Energy Providers
    Enables enhanced customer engagement in the moment to increase revenue and margins for Energy retailers Sydney, August 2016: Emagine International, a specialist provider of real-time contextual customer marketing software, has today unveiled its new Customer Value Management (CVM) offering for the energy sector. Enabling enhanced customer engagement in the moment, its real-time analytics and execution … Continue reading Emagine International Launches Real-time Marketing Platform for Energy Providers
  • 29 Jun
    April-May Digital Issue- VanillaPlus Magazine, David Peters: “CSPs will need to use realtime streaming analytics to determine the best micro-data pack”
    How will CSPs ensure the price is right to encourage users to spend more?  Communications service providers (CSPs) are decoupling the cost charged for using the network from network consumption. Gone are the days of billing by the bit or minute. Instead CSPs are looking to charge according the value a consumer attaches to a … Continue reading April-May Digital Issue- VanillaPlus Magazine, David Peters: “CSPs will need to use realtime streaming analytics to determine the best micro-data pack”