TELECOMMUNICATION IN SINGAPORE

Introduction
Singapores strong governmental support has made it a global player. The dissertation explains the main players and their products and promotion in Singapore. This includes promotion by various players of telecom industry.

Their focus on IT Shows, Little India and schemes provided by them(prepaid services).

Singapores excellent infrastructure has helped telecommunication industry to grow. Dissertation can be used to further analyze the difference Indian sector possess.

Brief on Evolution of Telecommunication Globally

1800, marked the beginning of telecommunication with the invention of electric cell - Alessandro Volta. From 1938- PCM -Pulse Code Modulation started to grow. In 1947, the invention of transistors delivered to the field of electronics. In 1958, the first integrated circuit was build. In 1969, invention of the first microprocessor took place. Mid Sixties saw the birth of packet switching network. In starting of the 70s, the TCP/IP protocol suite made communication feasible for computers and heterogeneous machines through a series of physical and logical layers.

Telecommunication in Singapore

In 1879- Bennet Pell started a private telephone exchange in Singapore and it had 50 lines. In 1955 - The Singapore Telephone Board (STB) was integrated as a statutory board.

By the late 1980s, Singapore had one of the worlds most highly developed telecommunication infrastructures.
By 1987 Singapore's domestic telephone network was completely push-button, and all telephone exchanges were linked by fiber optics network. In 1988, the country had more than 1.2 million telephones, providing nearly 100 percent coverage in homes and offices.

Previous studies and researches

It is expected that number of telephone lines are growing to decrease in 2 or more years while there will be growth in mobile subscriptions. Singapore to have 8 Million Mobile Subscriber Connections in 2014. High net addition of 458,000 3G subscribers by September 2010 end Forecast : 8.057mn mobile and 6.945mn 3G subscribers in 2015.

LITERATURE REVIEW
The Singapore telecom market generated

$4.0bn in service revenue

in 2010. It has been expected to see a 2010-2015 CAGR of 5.5%, placing Singapore well ahead of other developed markets such as Hong Kong and Japan.
There are 3

major players in Singapore Telecom Market

SINGTEL STARHUB M1

SINGTEL
Until

the mid-1950s, telephone services in Singapore were managed by

British interests.

In 1955, the Singapore Telephone Board (STB) was incorporated as a

statutory board with exclusive rights to operate telephone service within Singapore.

STB was responsible for local services, while TAS(Telecommunication

Authority of Singapore) provided international services.

In

1988, a subsidiary, Singapore Telecom International, was formed. marked the beginning of SingTels expansion into overseas markets. Singapore telecoms market was fully liberalized in April 2000.

This The

PRODUCT AND SERVICES BY SINGTEL

Mobile

and Mobile Messaging

Blackberry services , GPRS

Web-i services

allows to view business in Singapore from anywhere, anytime, through a web browser via an Internet connection, preferably a broadband connection.
Wireless services

Cellular, paging
Wireline services

Cable-based and satellite-based fixed telecommunications network services, such as domestic and IDD services

STARHUB
StarHub

was publicly listed on the Singapore Exchange in October 2004, and a new wholly owned subsidiary known as StarHub Online was formed in 2005 to provide broadband internet services.
On

12 January 2007, Qatar Telecom acquired a quarter of ST Telemedia's shares in StarHub.

On

1 May 2009, the Infocommunications Development Authority of Singapore announced that StarHub's wholly-owned subsidiary,

build and operate the active infrastructure of the Next

Generation Nationwide Broadband Network.

PRODUCT
Green Pre-paid BlackBerry service

AND SERVICES STARHUB

BY

SIM service

Mobile

Internet surfing - 3.5G network, supports up to 21Mbps for downlink and 5.76Mbps for uplink
Internet

pfingo (short for phone, freedom, Internet, on the go) is a VoIP service. pfingo enables users to make and receive local and overseas calls from their computer at low rates

StarHub customers enjoy free wireless broadband access at all StarHub hotspots in Singapore.
Pay TV

StarHub is Singapore's largest pay TV operator- international channels of news, movies, entertainment, sports, music and education,

M1
Launched SunShare

in April 1997.

Investments Ltd, 29.51% now jointly own 63.24% of M1. The rest are owned by institutional and public investors.
In 2002, M1

M1 became a publicly-listed company.

in 2006 launched - connection up to 3.6 Mbit/s. broadband industry in Singapore, 2008

Enters the fixed 2010,

MobileOne Ltd rebranded as M1 Limited with a new logo.

PRODUCT AND SERVICES BY M1

M

Card PREPAID services

M1 also offers wireless-broadband service. GSM and

CDMA services.

M1 app services. Internet access MiWorld M1

Mobile MiWorld Mobile has a range of mobile entertainment and information services. MobileCam lets us know what's going on even when one is not at home through 3G service on mobile phone.

GETTING A PREPAID
Prepaid SIM cards
Retail outlets of

SingTel, Starhub, and M1

7-eleven stores Cheers Convenience Stores Singapore Post

Only

passport copy is required for getting a prepaid connection for

any foreigner.
Immediately services are activated on phone.

PROMOTION
SPONSORING ONLINE

EVENTS

PROMOTION SERVICES PROMOTION 2011

PREPAID IT SHOW

LITTLE

INDIA PROMOTION

SPONSORING EVENTS
oSINGTEL

SingTel to be the Title Sponsor for the Formula 1 Singapore Grand Prix in Singapore for two years in 2011 and 2012.
oSTARHUB

Backed broadcast rights to show Barclays Premier League football matches for the 2010-2013 period

ONLINE PROMOTION
oSINGTEL

oSTARHUB

Get FREE Popeyes 4pc Drumlets (worth $3.60) with StarHub Youth Wacky Wednesday Treats! Simply flash StarHub Mobile phone and student pass to redeem! Simply flash StarHub bills at the merchants to enjoy EXCLUSIVE Privileges FOR WOMEN

oM1

PREPAID SERVICES PROMOTION

SingTel prepaid cards available in stored value of

$10, $20 or $50 at all hello! Stores, authorized dealers, SingPost outlets, 7-Eleven and Cheers Convenience stores.
Free incoming calls daily deduction of

$0.60 upon activation.

free bonus talktime/SMS for every top-up.

M1

$130 value at only $30 with Super $130. Saving up to 50% off IDD 021 calls to China, Malaysia, Thailand, Indonesia and Philippines from now till 30 Jun 2011.

STARHUB

$17 1.

Happy Stars Top-Up card

Free Incoming Call service.

2.
3.

50MB local mobile data.

120 minutes of local outgoing call. has exclusive prepaid for Marina Bay Sands Marina

Starhub

Bay Sands Prepaid Mobile SIM card:

Superior Coverage Convenient Internet Top-up

Special StarHub IDD 018 call rates

Available only at Marina Bay Sands

Top up electronically By using ATM card AT: DBS/POSB bank ATM machines Self-automated Machines (SAM) AXS electronic machine Top-up your prepaid card via the Internet at

www.vpost.com.sg if one has an Internet Bank account with DBS, UOB or Citibank. The amount will be deducted from respective banks Internet Bank account. First time users need to register with vPost to get a User ID and password.

SingTel

and M1 both have service that let a postpaid subscriber top

up balance to a prepaid subscriber of the same network. The top up charge will appear on the postpaid subscribers monthly bill.

Top up from Singtel Landline. If one has a SingTel landline, use it to top up prepaid SIM card. The top up value will be charged on

Singtel landline account. However the service is available for

Singtel prepaid subscribers only.

IT SHOW 2011
SINGTEL
Apple MacBook Air Bundle

S$93 Per Month (15Mbps Broadband Plan)

S$88 Per Month (10Mbps Broadband Plan)

Apple MacBook Bundle

S$93 Per Month (15Mbps Broadband Plan) S$88 Per Month (10Mbps Broadband Plan)

M1
Offers included at the IT show 2011 were:

Free HP Pavilion dv6 notebook with M1 Fibre Broadband package

Free Lenovo Z360 Laptop with M1 Cable Broadband.

Free Samsung Galaxy Tab with Mobile Broadband

STARHUB They were offering Asus U36JC Notebook and Lenovo IdeaPad U260 Notebook with their Home Broadband and Fire Broadband respectively. StarHub also conducted exclusive Roadshow where in they were

providing free $30 Robinsons Gift Vouchers and free pair of Golden
Village Movie tickets and additional gifts worth $160000 which could include laptops,

LITTLE INDIA PROMOTION

Little India becomes a meeting point of workforce in Singapore which constitutes of people from Bangladesh, China, India, Pakistan. SingTel, M1 and StarHub places their stalls on every corner. People are attracted towards these schemes as it benefits them and reduce their cost of calling back home.

4 Ps TELCOM OPERATORS
SINGTEL
PLACE Hello! Stores, authorized dealers, SingPost outlets, 7Eleven and Cheers Convenience stores, DBS/POSB bank ATM machines, Self-automated Machines (SAM), AXS electronic machine $8, $28, $20, $38 Top up with extra benefits

M1
Malls, 7-eleven, small outlets, authorized dealers, DBS/POSB bank ATM machines, Self-automated Machines (SAM), AXS electronic machine

STARHUB
StarHub Shops, 7-Eleven, Cheers SingPost, UOB @ Changi Airport, DBS/POSB ATMs, OCBC ATMs, SingPost/SAMs, AXS machines

PRICE

$10, $17, $28.5, $8, $15, $17, $26 $68 Top up with extra benefits Top up with extra benefits and gifts

PRODUCT

Hello cards, SIM SIM Cards, Top Up Cards, hi! Cards and Cards and broadband broadband connections connections, mio TV

3G prepaid SIM Cards, Top Up Cards and home connect solutions and StarHub TV, Marina Bay Sands Prepaid Mobile Topup card

PROMOTION

Newspapers, online, Newspapers, MRTs, brochures, brochures, stalls, malls malls

online, Newspapers, stalls, brochures, malls

online, stalls,

OVERVIEW
HIGH AVERAGE LOW

PRODUCT VARIETY
SINGTEL M1

STARHUB
CALLING RATE SINGTEL M1 STARHUB AVAILABILITY SINGTEL M1 STARHUB

(lowest)

SALES PROMOTION

SINGTEL
M1 STARHUB ADVERTISING

SINGTEL
M1 STARHUB PERSONAL SELLING SINGTEL M1 STARHUB MARKET CAPTURE (based on internet data) SINGTEL

M1 STARHUB

CONCLUSION
All

3 major players in the telecommunication industry are

competing neck to neck, comparing on the basis of calling rates, product variety and range.
On comparing their market capture SingTel
M1

is the leader.

is providing the cheapest calling rate.

Starhub is on average rating comparing to SingTel and M1.

In

India maximum promotion is through advertisements which is

endorsed by big celebrities and also through hoardings at small shops.