StarHub to add new content in a bid to reduce customer churn

Louise Duffy | 06-11-2012

Singapore’s biggest broadband internet and cable TV operator StarHub, is adding new content to stop customers from moving to rivals including SingTel.
Last week, the company reported that around 1.2% of its pay-TV customers switched operators in the third quarter, the highest since the year- earlier period. It also lost 1.5% of its residential broadband subscribers in the three months.
StarHub CEO Neil Montefiore said: "The main strategy here is to link the broadband customers with the TV customers. It makes them stickier and should reduce the churn going forward.”
In an effort to build loyalty, StarHub has introduced a service that allows customers to watch TV on their smartphones and tablets. It has also launched Sony Max, its ninth Hindi channel featuring Bollywood movies.
Montefiore added: “We’ve already introduced quite a number of new channels onto the system. We’ve also launched our TV anywhere strategy that allows people to view the content across all our platforms and across all devices within the household so that’s what we hope will maintain our customer base.”