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1. Re-inventing the Telco Business
Mock Pak Lum
CTO, StarHub Ltd
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2. Hubbing
2.3M
Mobile
Customers
450K
Broadband
Customers
530k
Households
Pay TV
260k
Digital Voice
Customers
Hubbing, Our Game
Full Quad-Play: One-stop shop for customers
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World Class Telco Infra and Saturated Market
Singapore is built on a pervasive communications network
Data consumption on mobile and fixed networks has exploded
over the last decade. Driven by -
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Key Trends
Rise of the OTT
players
Mobility and
Social Media
Data analytics:
Customer
Intimacy
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Innovation and Partnerships are Keys to Success
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6. Innovation, Investment and Incubation
I SmartHub
NRF ( National Research Foundation ) Funding programme to spur Innovation
To develop & deploy a Data Analytic Platform/Test bed (“SmartHub”)
over the span of 3yrs (1 Oct 2012 – 31 Sep 2015)
 Training and development of new data scientists
 Creation of new IPs
Launch on 5th Nov 2012 at LivingAnalytics@SG by
NRF Chairman – DPM Teo Chee Hean
Total Project Amount : $50M
from NRF, StarHub & Singapore Management University
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7. Use Case #1 – Retail Catchment Area & Competitor Analysis
Combining knowledge of dwell time, mobility, competition, segmentation and loyalty
• ~25% of Plaza Singapura visitors reside
along NEL line, with a sizeable portion in
Hougang, Punggol, Sengkang area
• Is NEX (Serangoon) a major competitor?
– Over a course of 2 weeks in 2014,
both Plaza Singapura and NEX
attracted a similar number of
visitors
– Of these, 15% of them visited both
malls
– When we narrowed down into the
common key catchment areas along
the NEL/ CCL (e.g. Pungol, Bishan,
Little India), the % of visitors who
visited both malls in just 2 weeks
increased to 26%!
Singapore
Focus competitor analysis on NEX and intensify marketing activities along the
key NEL and CCL stations
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Use Case #2: Foot Fall Analytics on Orchard Road

9. • Serve the relevant advertisement at the specific
viewing time belts by demographics such as
every Friday night, which has the highest
viewership for the 35-45 age group.
• On the traditional big screens within homes, the
viewership is skewed towards the news oriented
programmes.
• On the OTT platform, the viewers tend to watch
more entertainment genres of TV content on-
the-go and on their second screens.
Use Case #3 – TV Viewership
Facilitate better understanding of the customers on the type of programs they watch & their habits over time
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10. Use Case #4 - Public Transport Optimisation
Quantify wait-time at the train platforms by commuters during peak hours
• Train Operation/Resource optimisation –
better train resource planning by cutting
down waiting times at the train platform
• Average commuter waiting time during
weekday morning peak hours
• With the results, the train operators can
optimise train schedules
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Introducing StarHub i3
To transform StarHub into a major
technological and digital innovation
player.
To discover and deliver new engines of
growth outside of traditional info-
communications services.
Achieved through new partnerships,
forming regional think tanks
and incubating new ideas from
enterprising innovators.
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SmartFoundry – StarHub’s Open API Initiative
Telephony
Application
Development
Engine
s
Phone
Numbers
Transcription
SpeechConferencing
Call Recording
Recognition
Text to
Speech
Expedite developer integration (both hardware and software)
Tap into the Internet of Things
Opens up new business processes and industries
API
Portal
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http://tapi.starhub.com/hackathon/
http://tapi.starhub.com/competition/
SmartFoundry – 2013 activities
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A New Crowd-Funding Platform
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Why
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Categories in
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Crowd-sourcing of each partner’s expertise and resource
- To promote Crowdtivate to their members and community
- To provide support eg partners network, infrastructure, mentorship
Strategic Partners
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www. .com
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Thank You
paklum.mock@starhub.com