Page 31 - Annual Report 2014

in discussion with starhub's management
And of course, the mobile industry has been pushing for
the standardisation of 5G. Various equipment makers
have been making their case actively. Clearly, we need
to be careful and not be hurried into making any hasty
decisions, so we will keep close tabs on the on-going
development of 5G before making any concrete plans.
For now, 4G still has a long runway ahead.
Meanwhile, software-defined networks (SDN) have been
touted by some IT vendors as a technology that will
come of age this year. Of course, they have their reasons runner-up in the ‘Global Top IRO’ (for below US$7.5 billion
to be enthusiastic about SDN, as they stand a chance to
help transform the traditional network architecture and
so far, we do recognise some of the possible benefits
of having a more flexible and easily managed network.
Our team has started some trials in SDN and network
function virtualisation, so that we will be ready when
changes do happen down the road.
For years, our pay TV subscribers are used to catching
their favourite programmes from TV sets in the living
room. Advances in technology have changed all that.
We are now looking closely at delivering an over-flowing
plate of programming across multiple platforms in
a seamless manner. As subscribers mull over which
device to use – their TVs, their computers or their
tablets, we turn our focus on the end-to-end delivery
chain which makes this rich, multi-platform TV viewing
experience possible; from our submarine cable to fixed
network and finally, device control.
Jeannie
Q>
The investment community has a lot
of choices since there are many listed
companies. What makes StarHub
stand out?
A>
Since Day One, we have always believed in the twin
engines of communications & relationship building.
Our steadfast commitment to regular communications
has helped establish long-term relationships with the
investment community. We are also constantly spurred
on to do things better; improve on the processes or look
at new ways to communicate.
If investors need a reason to invest in us, they just
need to know that we are ranked 29th in the list of the
world’s most sustainable company. Ever since our
listing in October 2004, we have won quite a few IR
awards. In the 2014 SIAS Investors’ Choice Award, we
were named winner of the ‘Most Transparent Company
28 many lives of hubbing
in the Services’ category. I was honoured to be named 24Hr
‘Best IR Professional’ for IR Magazine’s South East Asia
Awards for the third consecutive year.
We are especially happy to be included in the ‘Global Top broadband
50 IR’ category in an awards organised by London-based access is
IR Magazine. There are other giant global companies
similarly conferred and their market values are all at least 24/7
twice of ours. We are thrilled to be recognised in the same
major league as these big boys. I was also named as Our Dual
Broadband plans
market cap category). This is an award I accept on behalf offer ‘always on’
of my team and we will strive to be even better. connectivity
Q>
This is your first full year as CMO –
where marketing was added to your
communications and IR portfolio.
What’s on your report card?
A>
The integrated nature of our business, cutting
across various media, means that we have plenty of
opportunities to market the StarHub brand across many
different platforms.
The Singapore Sports Hub is one such platform
to make ourselves even more visible, with our
appointment as its Founding Partner and the Official
Telecommunications Partner. To reach out to a
growing number of tennis fans, we are also the Official
Broadcast Partner for the Women’s Tennis Association
(WTA) Tour and Official Telecommunications Partner of
the BNP Paribas WTA Finals Singapore. By showing the
matches on our various platforms, we are making this
sport more accessible to more people.
At the Singapore Hall of Fame Awards organised by
The Institute of Advertising Singapore in November,
StarHub was conferred top honours ‘Brand of the Year’,
for campaigns such as 4G4Good, LionsXII’s 12th Man
Tribute, Project Beautiful and SG4SG, and I was named
‘Client of the Year (Brand Steward)’. We also secured Gold
for ‘Marketing Campaign of the Year’ at the International
Business Awards and ‘Best Partnership in a Loyalty
Programme’ at the Loyalty & Engagement Awards.
We continued to do well for our Hubbing strategy
as we grew our triple service households by 6% to
242,000. We launched our online store in April for
mobile services and increased prices for new 4G
plans in September. Pay TV and Broadband churn
rates were kept low in 2014.