The launch of StarHub's 3G service marks the latest attempt by an Asian mobile operator to capture the elusive promise of 3G technology.
Unfortunately for the Singapore telco brand, the omens are far from clear. By now, consumers have seen 3G services come online from a host of players across the region, including Singapore's SingTel and M1, and Hong Kong players 3 and PCCW.
Unfortunately for the Singapore telco brand, the omens are far from clear. By now, consumers have seen 3G services come online from a host of players across the region, including Singapore's SingTel and M1, and Hong Kong players 3 and PCCW.
Hong Kong's initial experience with 3G provides one example of the pitfalls associated with trying to sell the new technology. Hutchison created the 3 brand in an effort to spur recognition, and rolled out its service with much fanfare at the start of 2004. Before long, it was slashing handset prices dramatically, and dealing with technical issues such as service drop-outs.
Since 3G technology first entered public consciousness, it has been burdened with the weight of expectation. Tech types saw it as a revolution in mobile telephony, offering video content on handsets and enabling consumers to truly integrate the power of multimedia with a telephone.
Telco companies, accordingly, bought the hype wholesale. The auctioning off of 3G spectrum rights in various global markets saw remarkable sums being paid for 3G licences. The UK Government alone raised US$35.5 billion from its auction, while Hong Kong priced its 3G licences at HK$50 million (US$6.4 million) for five years.
It appeared that a new era in telecommunications would soon dawn, but the reality has been more mundane. The ascension of various other wireless technologies may have confused consumers -- from the poorly received WAP, to others such as Iridium, WiMax and Bluetooth.
In addition, advertising hyping a wireless lifestyle has become ubiquitous, and has left telco brands struggling to meet consumer expectations.
Despite these missteps, the future for 3G remains compelling. Analysts predict mass-market adoption by late 2005, and the introduction of a raft of more user-friendly models this year is expected to spur growth.