Disrupting Singapore's telco industry with mobile-first, data-driven customer experience

This article covers how Circles.Life, a challenger brand, is disrupting Singapore's highly competitive telecommunications category with innovative data products and mobile-first customer experience.

Singapore's telecommunications industry, according to Delbert Ty, brand and marketing lead of Singapore mobile operator Circles.Life, has long been "built on the KPI of frustration".

As Ty revealed at the recent MMA Forum Singapore 2017, customers who exceed their data allowance, in particular, are good business for Singapore's big name telecommunications companies.

"Singapore, as modern a society as it is, is still stuck in 24-month contracts which are built on minutes," said Ty.

"(Customers who exceed data limits) may be good for the bottom line at this point, but that isn't going to be sustainable," he said, pointing to how...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands