SingTel pips StarHub in 3G TV service launch

The new SingTel service is the latest phase in the telco giant's massive 3logy campaign, which hit the market in February of this year, and is supported by a TV campaign developed by retainer agency Y&R. While StarHub's i-Mode product touts the ability to surf the internet on 2.5G and 3G phones, SingTel believes that its 3G TV offering will boost its 3G subscriber base, which numbers 40,000 against StarHub's 23,000. "The thrust is video 3logy," explained SingTel corporate brand marketing VP Mabel Tay. "It is to drive video usage, but we wanted to ensure it is always accessible and affordable for the masses." Accordingly, SingTel is offering 3G TV on a free trial until the end of the year. In terms of content, 3G TV has exclusive partnerships with a range of providers, such as Taiwan's Formosa TV, secured following a bidding war against StarHub and MediaCorp. In addition, 3G TV will run productions by local favourite Jack Neo and a TVB channel, along with sports and news from CNBC. "i-Mode has been around a while and we haven't seen it successful anywhere except Japan," said Tay. "Based on our experience of 3G customers, they want the portal experience to be simple, easy and cost-effective." The TV campaign sees SingTel depart from its straitlaced image for a more humorous treatment. In one execution, a locker room turns into a moshpit because of 3G TV music video downloads; in another, a man is featured occupying his time in the men's room on his 3G handset, with a comedy of errors consequently ensuing. "SingTel has always been perceived as very serious and kind of nerdy, so we wanted to make a perception change," explained Y&R senior account director Thomas Ong. "We wanted to show consumers that SingTel can be a fun brand for consumers." In addition to only being available to 3G subscribers, SingTel's service differs from i-Mode in its method of delivery. By employing video calling, a user enters a code to access content, rather than via a portal. In addition, 3G TV is available on all 3G-enabled handsets, whereas i-Mode remains limited, at present, to just three handset models.