Telecommunication in Singapore

8/2/2019 Telecommunication in Singapore

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TELECOMMUNICATION

IN SINGAPORE


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Introduction

Singapores strong governmental support hasmade 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).


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Singapores excellent infrastructure has helpedtelecommunication industry to grow.

Dissertation can be used to further analyze thedifference Indian sector possess.


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Brief on Evolution of TelecommunicationGlobally

1800, marked the beginning of telecommunication withthe 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 ofpacket switching network. In starting of the 70s, the TCP/IP protocol suite made

communication feasible for computers and heterogeneousmachines through a series of physical and logical layers.


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Telecommunication in Singapore

In 1879- Bennet Pell started a private telephone exchange in Singaporeand it had 50 lines.

In 1955 - The Singapore Telephone Board (STB) was integrated as astatutory board.

By the late 1980s, Singapore had one of the worlds most highlydeveloped telecommunication infrastructures.

By 1987 Singapore's domestic telephone network was completelypush-button, and all telephone exchanges were linked by fiber opticsnetwork.

In 1988, the country had more than 1.2 million telephones, providingnearly 100 percent coverage in homes and offices.


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Previous studies and researches

It is expected that number of telephone lines aregrowing to decrease in 2 or more years while there

will be growth in mobile subscriptions.

Singapore to have 8 Million Mobile SubscriberConnections in 2014.

High net addition of 458,000 3G subscribers bySeptember 2010 end

Forecast : 8.057mn mobile and 6.945mn 3Gsubscribers in 2015.


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LITERATURE REVIEWThe Singapore telecom market generated $4.0bn in service revenuein 2010.It has been expected to see a 2010-2015 CAGR of 5.5%, placingSingapore well ahead of other developed markets such as HongKong and Japan.

There are 3 major players in Singapore Telecom Market

SINGTEL

STARHUB

M1


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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.

This marked the beginning ofSingTels expansion into overseas markets.

The Singapore telecoms market was fully liberalized in April 2000.


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PRODUCT AND SERVICES BY

SINGTELMobile and Mobile MessagingBlackberry services , GPRS

Web-i services

allows to view business in Singapore from anywhere, anytime, through

a web browser via an Internet connection, preferably a broadbandconnection.

Wireless services

Cellular, paging

Wireline services

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


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STARHUBStarHub was publicly listed on the Singapore Exchange in October2004, 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 STTelemedia's shares in StarHub.

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

build and operate the active infrastructure of the NextGeneration Nationwide Broadband Network.

PRODUCT AND SERVICES BY


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PRODUCT AND SERVICES BYSTARHUB

Green Pre-paid SIM service

BlackBerry service

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

Internet

pfingo (short for phone, freedom, Internet, on the go) is a VoIPservice.pfingo enables users to make and receive local and overseascalls 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- internationalchannels of news, movies, entertainment, sports, music and

education,


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M1

Launched in April 1997.

SunShare Investments Ltd, 29.51% now jointly own63.24% of M1. The rest are owned by institutional and

public investors.

In 2002, M1 became a publicly-listed company.

M1 in 2006 launched - connection up to 3.6 Mbit/s.Enters the fixed broadband industry in Singapore, 2008

2010, MobileOne Ltd rebranded as M1 Limited with anew logo.


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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 Mobile MiWorld Mobile has a range of mobile

entertainment and information services.M1 MobileCam lets us know what's going on even when oneis not at home through 3G service on mobile phone.


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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.


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PROMOTION

SPONSORING EVENTS

ONLINE PROMOTION

PREPAID SERVICES PROMOTION

IT SHOW 2011

LITTLE INDIA PROMOTION


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SPONSORING EVENTS

oSINGTEL

SingTel to be the Title Sponsor for the Formula 1Singapore 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


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ONLINE PROMOTION

oSINGTEL


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oSTARHUB

Get FREE Popeyes 4pc Drumlets (worth $3.60) with StarHubYouth Wacky Wednesday Treats! Simply flash StarHub Mobilephone and student pass to redeem!

Simply flash StarHub bills at the merchants to enjoyEXCLUSIVE PrivilegesFOR WOMEN


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oM1


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PREPAID SERVICES PROMOTIONSingTel

prepaid cards available in stored value of $10, $20 or $50 at all hello!Stores, authorized dealers, SingPost outlets, 7-Eleven and CheersConvenience stores.

Free incoming calls daily deduction of $0.60 upon activation.

free bonus talktime/SMS for every top-up.


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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.


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STARHUB

$17 Happy Stars Top-Up card

1. Free Incoming Call service.

2. 50MB local mobile data.

3. 120 minutes of local outgoing call.

Starhub has exclusive prepaid for Marina Bay SandsMarinaBay Sands Prepaid Mobile SIM card:

Superior Coverage

Convenient Internet Top-up

Special StarHub IDD 018 call rates

Available only at Marina Bay Sands


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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.


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SingTel and M1 both have service that let a postpaid subscriber top

up balance to a prepaid subscriber of the same network. The top upcharge 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 onSingtel landline account. However the service is available for

Singtel prepaid subscribers only.


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IT SHOW 2011

SINGTELApple 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)


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M1Offers 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 BroadbandSTARHUB

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,


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LITTLE INDIA PROMOTIONLittle 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 reducetheir cost of calling back home.


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4 Ps TELCOM OPERATORS

SINGTEL M1 STARHUBPLACE Hello! Stores, authorized

dealers, SingPost outlets, 7-

Eleven and Cheers

Convenience stores,

DBS/POSB bank ATM

machines, Self-automated

Machines (SAM), AXS

electronic machine

Malls, 7-eleven, smalloutlets, authorized dealers,

DBS/POSB bank ATM

machines, Self-automated

Machines (SAM), AXS

electronic machine

StarHub Shops, 7-Eleven,Cheers SingPost, UOB @

Changi Airport,

DBS/POSB ATMs, OCBC

ATMs, SingPost/SAMs,

AXS machines

PRICE $8, $28, $20, $38Top up with extra benefits

$10, $17, $28.5,$68Top up with extra benefits

and gifts

$8, $15, $17, $26Top up with extra benefits


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PRODUCT Hello cards, SIM

Cards, hi! Cards and

broadband

connections, mio TV

SIM Cards, Top Up

Cards and broadband

connections3G prepaid SIM

Cards, Top Up Cards

and home connect

solutions and StarHub

TV, Marina Bay Sands

Prepaid Mobile Top-

up card

PROMOTION Newspapers, online,MRTs, brochures,

stalls, malls

Newspapers, online,

brochures, stalls,

malls

Newspapers, online,

brochures, stalls,

malls


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OVERVIEWHIGH AVERAGE LOW

PRODUCT VARIETYSINGTEL M1 STARHUB

CALLING RATESINGTEL M1 (lowest)STARHUB

AVAILABILITYSINGTEL M1 STARHUB


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SALES PROMOTIONSINGTEL M1 STARHUB

ADVERTISINGSINGTEL M1 STARHUB

PERSONAL SELLINGSINGTEL M1 STARHUB

MARKET CAPTURE(based on internet data) SINGTEL

M1 STARHUB


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CONCLUSIONAll 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 is the leader.

M1 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.

Documents

Telecommunication in Singapore