Page 32 - Annual Report 2014
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Shu Fen the viewership data and kept our content offering fresh and Overview
comprehensive for the key segments we serve.
Q> Strategy
We upgraded our platform in April to one that delivers
Can you elaborate on Entertainment & a stellar user experience that is more responsive and Performance
SmartLife’s proposition? seamless. We are humbled that customers have found
StarHub TV to be the preferred service provider. In Governance
A> MDA’s 2013 Media Consumer Experience Study, we
were named the media with the highest consumer Financials
Technology is changing our customer’s lifestyle and satisfaction level of 80.6% for variety of content.
expectations. It is more important than ever we focus Similarly, in another measure of quality of content,
on adapting technology to enable our consumers to we again topped the list with a score of 81.3%.
get more out of life which is the essence of SmartLife.
With our robust home and mobile broadband networks We have also deepened our collaboration with
in place, entertainment can now be enjoyed literally content creators in various ways to ensure our content
anytime, anywhere, and there are more services is current and compelling. In the first arrangement
and applications our consumers are using over our of its kind in Singapore, we will be showing movies
networks. Entertainment & SmartLife is a charter from Malaysian director Ahmad Idham on our StarHub
and focus on delivering smart living and immersive On Demand Channel, Blockbuster Hangat and StarHub
experiences to our customers. TV Anywhere, concurrent with their release in
Malaysian cinemas.
High-speed broadband connectivity is the foundation to
which we bring smarter way of living into households, We have new content to help educate and entertain
where multi-screens and two-way interactivity will be our young viewers too. We have teamed up with
the norm. With the tight integration of content across media and education veteran Ms Chang Mei Hsiang to
platforms and between services, we are redefining introduce Rediffusion TV, the first dedicated channel
‘hubbing’ constantly. The StarHub TV Anywhere service offering Chinese enrichment content. We also brought
had grown to be an integral part of the TV proposition in BabyFirst to help parents cope with children up to
where entertainment is enjoyed on our customers’ three years old. We introduced wildlife channel ZooMoo,
choice screen wherever they want. In 2015, beyond produced with the co-operation of Wildlife Reserves
providing reliable access, we aim to deliver SmartLife Singapore. There is also Disney Movies on Demand
services that will drive more service differentiation and and Boomerang channels for all the classical
customer loyalty. Reliability of service is hygiene, the animation favourites.
mantra is seamlessness and ease of use. We will make
it better and easier. We also did not neglect our older viewers. We recognise
that they are leading a more active lifestyle than
Q> before. In September, we launched the StarHub Silver
App, which let them catch Hokkien dramas anytime,
Are we facing this trend of ‘cord cutters’ anywhere, via their Android devices. The StarHub
that is hitting pay TV companies Silver App is jointly created by our own Golden Gurus
elsewhere like in the USA? and voluntary welfare organisation Lions Befrienders
Service Association.
A>
Q>
There is alternative programming via other platforms,
which is the result of how technology has evolved. As The residential broadband market is
the leading Pay TV operator in Singapore, we grew our very competitive. What are you doing to
subscriber households by 2% to 542,000 YoY – and that address the competition?
is seven years after the competitor started its own TV
offering. We have kept our churn rate low too at 0.9% for A>
the year.
The emerging competitors in the residential broadband
Beneath the cord-cutting phenomenon, it is more market have been aggressive in their pricing as they
important to look at what drives consumption changes and attempt to gain market share. We choose to lead by
how we can be more relevant in the customer’s lives. We creating differentiators valued by our customers.
have been able to grow by focusing on better experience
and compelling content curation. We have been able to
leverage on our understanding of viewing needs through
StarHub Ltd | Annual Report 2014 29
