Customer behaviour changes prompt SingTel reorganisation

Editor ©RapidTVNews | 05-03-2012

Incumbent Singapore telco SingTel has revealed what it claims is a ‘bold’ reorganisation in order to better align its business objectives with rapidly changing customer usage behaviours and preferences given the proliferation of new devices, content and technology.
Taking effect from 1 April 2012, the new organisational structure, comprising three units said to better reflect the Group’s re-alignment of people and resources by customer segments, will specifically aim to support the reinvention of SingTel’s core carriage business, create and drive new growth platforms that leverage and strengthen the core and leverage what the telco regards as unique assets to develop relevant and differentiated services to customers and drive growth in the new era.

The new groups will include Group Digital L!fe and Group Consumer. The former will form the vanguard of the what SingTel calls its ‘journey’ to becoming a leading player in the digital ecosystem, beyond connecting voices to bringing people together with innovative and cutting-edge digital services. This unit will complement the Group’s consumer offerings with state-of-the-art digital services through bundles and add-ons. The latter group will focus on customer experience for those using next-generation communication, infotainment and technology services.
Explained the reasons for the restructure, Chua Sock Koong, SingTel Group CEO, said: “The changes to how we organise ourselves are necessary in order to align our people and resources to sharpen our focus and take advantage of these opportunities. At the heart of this new organisation structure is a focus to provide truly relevant and differentiated services to our customers. We have, over the years built up unique assets that will allow us to compete effectively against traditional as well as non-traditional competitors, such as device manufacturers and content owners, for consumer share and spending.”