Page 30 - Annual Report 2014
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precise targeting capabilities to support advertisers’ To this end, we have SmartHub, our big data analytics Overview
campaigns cross platforms. For this we were recognised division where together with our research and industry
at the Singapore Media Awards 2014, winning the partners, we undertake specific projects, slice and dice Strategy
‘Most Innovative Contribution to a Campaign by Media the datasets, and drive better outcome.
Owner’ accolade with our involvement in the advertising Performance
campaign of a top FMCG brand. Last but not least, we have I3, a dedicated unit set up
to suss out new ideas, disruptive technologies, as well Governance
In March, we organised the StarHub Synnovation 2014 as potential partners, and come up with applications or
event to allow customers and partners to experience services that can help drive StarHub’s business. Financials
in one setting the capabilities we had to offer to the
business community. This business conference We have been a pioneering and active member of the
and exhibition, has helped to heighten our profile in Singapore White Spaces Pilot Group, to prove that the
the business-to-business segment and strengthen current problem of limited spectrum can be overcome
our position as an 'enterprise-grade' provider. We by tapping into the TV White Space (TVWS) spectrum,
showcased existing as well as new solutions and even as demand for this wireless real estate grows.
services in cloud computing, mobility, data analytics
and the IoT with a focus on how our solutions can We are happy to note that in November, the regulator
help enterprises, big and small, grow by leveraging all IDA has allocated 180 MHz of spectrum for unlicensed
technology has to offer. TVWS operation. The various pilot TVWS projects have
helped us prove our case. This means that the industry
Mock can now start to plan and deploy TVWS networks
to create various wireless connectivity channels for
Q> broadband access and backhaul uses.
Singapore aims to be a Smart Nation. What is also exciting is the boost TVWS will give to
Is StarHub involved in any way? M2M communications. So, we are now one big step
closer to hooking up smart metres, security surveillance
A> equipment, and all manners of connected devices
in homes and factories, which will all go a long way
We have four key pieces whose tight integration will help to making the Smart Nation vision go beyond policy
support Singapore’s Smart Nation push. As an integrated papers, computer animation, and presentation slides.
info-communications company, we already have our fixed
and mobile networks in place, coupled with our SmartHub Q>
and I3 divisions, completes the picture.
The technology world is changing so
In Fixed Network, we are the only true alternative quickly. Different industry standards are
to the incumbent, in terms of fibre coverage across emerging all the time. How is StarHub
the country as well as being the owner of one of two taking in all these changes?
submarine cable landing stations in Singapore. The
ownership of these invaluable assets gives us better A>
control over the management of the enterprise services
we provide. We monitor the technology roadmaps of our different
business closely, so that we can have a better idea of
In Mobile networks, we have built an advantage by what and when to invest.
investing sensibly so that we can offer the optimal
technology. We are the first local operator and in South For mobile, we have rolled out carrier aggregation,
East Asia to offer VoLTE on the new iPhones on our allowing us to offer speeds of up to 300Mbps, and
LTE-Advanced network. We are also the only mobile VoLTE with much success. We are testing several
operator to have secured TD-LTE spectrum and we have other new technologies. They include RCS, the all-in-
been running tests of this technology in certain areas one communication app backed by GSM Association,
already. In fact, some overseas visitors who are using and a new technology from Nokia Networks – Liquid
the spectrum in their home countries are already able to Applications, which promises to deliver richer,
enjoy the same kind of coverage in the test areas. personalised and location-based mobile usage
experience by changing the way mobile data is stored
The widest network is not sufficient to make a nation and transmitted. Such new technologies have the
smart. They form the base layer to move the huge potential to transform how large enterprises run their
volumes of data that has to be collected and analysed. businesses via mobile applications.
StarHub Ltd | Annual Report 2014 27
