AS THE SINGAPORE AND AUSTRALIA MARKETS GET MORE CROWDED, HOW ARE SINGTEL AND OPTUS STAYING AHEAD OF THE COMPETITION?

Moon: We are upping the ante to create more value for our customers. From connectivity to content, we are creating a range of services and products that give our different customer segments what they need at best value rates. One example is our XO mobile plans bundled with up to 24 months of HBO GO which gives customers the services they need with the content they want.

As technology evolves, the Singtel customer experience is being transformed radically. We have ramped up digitalisation, making it faster and easier for customers to engage with us. 26% of our customers now make purchases online and about 65% engage with us through digital self-help channels.

Allen: Optus continues to differentiate through our premium national network, exceptional value offers and game-changing customer experiences. Sustained mobile network investment emphasises our network leadership claims particularly with the introduction of Optus 5G Home Broadband – the first service of its kind in Australia. Our exclusive content is a key differentiator. Our customers can’t get enough of Optus Sport and our expanded global content offering with National Geographic.

Our focus areas of exceptional value, exceptional network and exceptional customer service are also resonating with our customers.

WHAT IS THE FOCUS OF YOUR STRATEGY?

Moon: We are focused on accelerating the next phase of our transformation, to go beyond our core carriage foundations to deliver the best customer experience possible, whether it’s online or in-person. Our customers tell us they want more content, convenience and digital engagement, with none of the fuss. This presents a great opportunity to deepen our relationship with them. Customers can expect us to go bigger on digital and lifestyle services and be the one-stop shop for all their communications and lifestyle needs.

Allen: The telecommunications industry has undergone significant disruption and the landscape we face today is very different from before. Our world is increasingly reliant on mobile devices and network access. Mobile devices are often the first thing we look at in the morning and the last thing before we go to bed – and in between, they allow us to communicate, share and stream with our family, friends and co-workers. With increased dependency on our services, customers’ expectations are higher than ever and we’re going further to deliver against them across all parts of our business.

WHAT SERVICES ARE IMPORTANT TO THE DIGITAL CONSUMER AND HOW ARE YOU DIFFERENTIATING YOURSELVES IN THESE AREAS?

Moon: Exclusive and differentiated content is what sets us apart and customers are thrilled with our Singtel TV and Singtel CAST offerings of Premier League football, Discovery lifestyle channels and ethnic content on in-house channels Jia Le and e-Le. On average, each household watches more than 100 hours of content a month across multiple platforms so content is a key priority and we will continue to invest in boosting our line-up. In addition, customers can expect more personalisation, such as real-time recommendations on products and services relevant to their needs, and smarter, on-demand, digital customer service.

Allen: Globally, there’s a significant shift in viewing behaviour and video consumption. Optus has long recognised that content is king in a digital world and we are investing to bring premium content to our customers where they are, whenever they want it. For example, with sports being such a huge pastime in Australia, I’m proud that Optus is broadcasting all 52 matches of the 2019 FIFA Women’s World Cup which commences in June and cements our reputation as the premium broadcaster of elite football in Australia.

AS WE ENTER A 5G ERA, WHAT CAN CUSTOMERS EXPECT FROM YOU IN THIS AREA?

Moon: We are seeing 5G deployed as fixed wireless access solutions in large countries to enable high-speed internet. In Singapore, it’s a different story. With residential fixed broadband penetration rates at almost 94%, consumers already enjoy one of the world’s fastest connections. We are actively exploring potential 5G use cases, building an ecosystem and preparing our core infrastructure for when spectrum is allocated and standards are finalised.

Allen: 5G is here, and it’s a game changer. It presents significant consumer and enterprise opportunities, and as a provider of 5G services, I see a major role for Optus in the digitalisation of the economy and the economic benefits that will result from it.

We have launched our 5G Home Broadband plans and set a robust rollout plan to deliver 1,200 5G sites by March 2020. Soon, Optus customers across Australia will be enjoying the 5G experience.