The move follows StarHub's merger with SCV to create a new multimedia group. Rival operator Singapore Telecoms is also undertaking a similar evolution. It rebranded its data services last month ahead of its expected jockeying for Singapore's second pay-TV licence.
StarHub was pressed to integrate its web-based communications because "the original structure was diluting (its) brand equity. Once this was achieved, SCV was merged into StarHub.com as one of the company's business lines", said XM Asia-Pacific's chief executive officer and regional director, Ken Mandel.
XM, the e-marketing company of Cordiant Communications Group, spearheaded the online integration project, mirroring the changes taking place in the rest of the company to create a single entity.
The integrated entity combines StarHub's fixed line, mobile, international long distance and internet services with SCV's cable TV and residential broadband businesses. On the web, this meant combining StarHub's 11 business lines into a single site before SCV could be integrated into the new StarHub.com portal. Mandel said that StarHub previously had different websites for its 11 business lines, including mobile, internet and ISP services.
StarHub Interactive senior vice-president, Kyong Yu, added: "With the merger, it was essential that we integrate all our web services under a single banner so that our customers can get a consistent and seamless online experience when they log onto our website."
Mandel stressed that designing a structure "with the end-user in mind would be key to building the brand, especially with new services embodied in SCV".
The end product is a portal with a consistent look and feel built around a single architecture and infrastructure.
One of the strong points of StarHub.com is that it offers the company new cross-marketing opportunities, such as loyalty programmes aimed at increased usage of its television and internet services.
Said Mandel: "The portal is not so much about design but functionality and usability. The most important feature is to allow users to get what they want quickly. It's a business, not a fashion show."