Singapore’s largest telco by subscribers and revenue, Singapore Telecom (Singtel), has unveiled a group-wide rebranding and repositioning exercise – its first for 16 years – as it looks to move away from its association as a pure telecoms company into a multimedia and ICT services provider. Unveiling the group’s new logo and brand promise ‘Let’s make everyday better’, Singtel CEO Chua Sock Koong confirmed that the rebrand has been underway for more than a year. ‘Customers see us as a trusted, reliable brand at the forefront of technology. In this digital age, we recognised that customers also want things simpler [and] faster,’ said Chua. ‘We need to change our brand as the market evolves … When we look at competition here, it is not just traditional telcos but also OTT [over-the-top] content players,’ the CEO added.
Singtel has also implemented a new service commitment as part of its rebranding exercise, including the promise to shorten timeframes for its technicians to carry out installations and shorter waits to order new phone lines and products.