pak lum mock - reinforcing digital communications, cswglobal14

Re-inventing the Telco Business

Mock Pak LumCTO, StarHub Ltd

1Copyright @ 2014 StarHub Ltd – All Rights Reserved

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Hubbing

2.3MMobileCustomers

450KBroadbandCustomers

530kHouseholdsPay TV

260kDigital VoiceCustomers

Hubbing, Our Game

Full Quad-Play: One-stop shop for customers

Copyright @ 2014 StarHub Ltd – All Rights Reserved


World Class Telco Infra and Saturated Market

Singapore is built on a pervasive communications network

Data consumption on mobile and fixed networks has explodedover the last decade. Driven by -

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http://en.wikipedia.org/wiki/File:Wi-Fi_Logo.svg

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Key Trends

Rise of the OTT players

Mobility andSocial Media

Data analytics: Customer

Intimacy

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Innovation and Partnerships are Keys to Success

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Innovation, Investment and IncubationI SmartHub

NRF ( National Research Foundation ) Funding programme to spur Innovation

To develop & deploy a Data Analytic Platform/Test bed (“SmartHub”) over the span of 3yrs (1 Oct 2012 – 31 Sep 2015)

Training and development of new data scientists

Creation of new IPs

Launch on 5th Nov 2012 at LivingAnalytics@SG by NRF Chairman – DPM Teo Chee Hean

Total Project Amount : $50M from NRF, StarHub & Singapore Management University


Use Case #1 – Retail Catchment Area & Competitor AnalysisCombining knowledge of dwell time, mobility, competition, segmentation and loyalty

• ~25% of Plaza Singapura visitors reside along NEL line, with a sizeable portion in Hougang, Punggol, Sengkang area

• Is NEX (Serangoon) a major competitor?– Over a course of 2 weeks in 2014,

both Plaza Singapura and NEX attracted a similar number of visitors

– Of these, 15% of them visited both malls

– When we narrowed down into the common key catchment areas along the NEL/ CCL (e.g. Pungol, Bishan, Little India), the % of visitors who visited both malls in just 2 weeks increased to 26%!

Singapore

Focus competitor analysis on NEX and intensify marketing activities along the key NEL and CCL stations



Use Case #2: Foot Fall Analytics on Orchard Road

• Serve the relevant advertisement at the specific viewing time belts by demographics such as every Friday night, which has the highest viewership for the 35-45 age group.

• On the traditional big screens within homes, the viewership is skewed towards the news oriented programmes.

• On the OTT platform, the viewers tend to watch more entertainment genres of TV content on-the-go and on their second screens.

Use Case #3 – TV Viewership Facilitate better understanding of the customers on the type of programs they watch & their habits over time


Use Case #4 - Public Transport OptimisationQuantify wait-time at the train platforms by commuters during peak hours

• Train Operation/Resource optimisation – better train resource planning by cutting down waiting times at the train platform

• Average commuter waiting time during weekday morning peak hours

• With the results, the train operators can optimise train schedules



Introducing StarHub i3

To transform StarHub into a major technological and digital innovation player.

To discover and deliver new engines of growth outside of traditional info-communications services.

Achieved through new partnerships, forming regional think tanks and incubating new ideas from enterprising innovators.

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SmartFoundry – StarHub’s Open API Initiative

Telephony Application

Development Engine

Ruby on Rails

Phone Numbers Transcription

SpeechConferencingCall Recording

Recognition

Text to Speech

Expedite developer integration (both hardware and software) Tap into the Internet of ThingsOpens up new business processes and industries

API

Port

al

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http://tapi.starhub.com/hackathon/

http://tapi.starhub.com/competition/

SmartFoundry – 2013 activities

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A New Crowd-Funding Platform

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A New Crowd-Funding Platform

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Why

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Categories in

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Crowd-sourcing of each partner’s expertise and resource- To promote Crowdtivate to their members and community- To provide support eg partners network, infrastructure, mentorship

Strategic Partners

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www. .com

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pak lum mock - reinforcing digital communications, cswglobal14

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