Keppel Corp subsidiary M1 Limited (M1) has unveiled a refreshed brand identity, supported by a full digital transformation which it claims ‘marks the rebirth of M1 with a reinvigorated goal to become Singapore’s first digital network operator and transform the way customers engage with M1’.
Under the plan, Singapore’s third largest cellco by subscribers has created made-to-measure Bespoke mobile plans – Bespoke Flexi, Bespoke Contract and Bespoke SIM – that can be customised in three steps to fit the individual’s needs. The plans start from SGD15.95 (USD12) per month. Furthermore, the company is revamping its digital experience across all retail outlets, it said.
‘In the past 25 years, M1 has successfully established itself as a leader in Singapore’s telecommunication industry. We have pioneered many firsts and gone through various cycles of disruption, but this is by far the most significant in terms of both scale and potential. Today, we are doubling down on innovation and radical growth in our technology infrastructure to stay ahead in the digital landscape. Our new brand and promise to deliver individualised experiences, coupled with our advanced digital capabilities, will keep M1 at the forefront of building Singapore’s digital economy while driving real value to our customers,’ said Manjot Singh Mann, CEO of M1.
According to TeleGeography’s GlobalComms Database, M1 is the city state’s number three mobile player with a little over 20% of the market at end-2020.