STARHUB / CASE STUDY / BY ED WHITE

Issue 29, 16 December 2011

Singaporean telecoms brand StarHub's multi-platform content model Hubbing is a template for the industry in the 21st-century. But while the brand is steeped in innovation, it is facing unprecedented challenges. Singapore is a maturing and evolving mobile marketplace that is changing from an old lucrative model of minutes, to one of cheap data that is costly to provide. Government legislation meanwhile is bulldozing the brand's twin competitive advantages of premium content and cross-platform provision. StarHub is responding with ground-breaking product and marketing innovations - including RFID-enabled changing rooms, music recommendation plugins based on Facebook status updates, recipe apps - that are reshaping what a modern telecoms brand does, how it makes money, and how it markets itself