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SINGAPORE: Last week, mysterious padlocked boxes arrived at retail stores worldwide, lined with strict instructions for them to be kept in a safe and not be opened until a specified date and time, so websites and blogs reported. Blurred pictures have also sprung up online, whetting the appetites of fans high on anticipation.
Like scenes from a cloak-and-dagger movie, such teasers set the stage for Apple’s unveiling of the iPhone, version 2.0, in San Francisco. But here, the new smartphone’s arrival will merely serve to heighten a build-up of another kind.
Its unveiling could not have been more perfectly timed just ahead of full mobile-number portability to kick in on Friday, which would make it convenient for consumers to switch mobile operators while retaining their existing number.
Already, telcos have ramped up the race to lure subscribers, going all out to make the best offers. Last month, market leader SingTel had revealed the ace up its sleeve, by announcing it was bringing the iPhone here. It has followed up with revised subscription plans and promotions.
On Monday, for instance, it announced an update of its mio Plan, allowing consumers to subscribe to its pay-TV, mobile, fixed-line and Internet services, all for S$79.54 a month. This costs as much as a single premium Internet service (S$81.32) from StarHub that provides residential and mobile broadband access.
Not to be outdone, StarHub recently announced it was offering Uefa Euro 2008 matches live on mobile phones, apart from on cable and computers.
MobileOne (M1), meanwhile, canvassed mobile users for their views on what they wanted out of their mobile plans. After a month-long campaign yielding 15,000 contributions, the telco announced the following: The ability to share talktime and messages among family members or friends, and an ala-carte model that lets subscribers add unlimited free calls to other M1 numbers, among other things.
Other enticements added in recent weeks include a flat rate for roaming, reduced rates for video calls and a mobile jukebox service that taps on a 10,000-song library.
So, what’s a consumer to make of this giddy array of offers? Which makes for the best deal?
Analysts say the all-in-one could prove irresistible to many. Said research director Foong Yew King from IT research firm Gartner: “In the Singapore market, promotions and pricing feature a very high impact on consumers’ purchasing decision. This is why many carriers are increasingly bundling services together to create compelling value-for-money propositions.”
For the multimedia-inclined consumer, SingTel and StarHub have the advantage over M1 of providing pay-TV and mobile TV services. But for others more focused on what they want that is, mobile phone service bundled “specials” are less important than price plans and quality service.
Said Ms Joyce Lim, an advertising executive: “I won’t be swapping telcos yet as I’m satisfied with my current service. Besides, every telco will be providing deals and promotions to retain their customers. I would only switch based on the prices and value of the mobile plans.”
But Mr Kenneth Liew, a senior market analyst from research firm IDC, believes the three telcos have “reached a level where prices remain quite similar”.
Subscribers are more likely to change operators if dissatisfied such as with the lack of coverage or poor customer service, he noted.
Telcos, meanwhile, are working on making their plans uniquely attractive in other ways. For M1, the strategy is flexibility: Allowing customers to mix and match features in their plans to best suit their needs, he noted. SingTel, on its part, is offering free talktime for parents who sign up for another mobile phone line to talk to their kids.
But if all this is the fat worm to lure the subscriber, once the latter bites, he might find a bigger hook keeping him literally attached the line.
This is because telcos look likely to work longer lock-in periods into their subscription contracts, analysts said. But do consumers mind?
Said Ms Lee Ching Wern, a public relations consultant: “Longer contracts aren’t really a big problem. The telcos will probably attach longer ones to better deals. I think it would still be possible to get a shorter contract, if you get a less advanced phone or don’t mind paying more.”
What’s more important is that subscribers get a number for life, she added: “Number portability’s definitely a great development because it gives us ownership over our numbers and creates more competition between the service providers. If they make me upset after three years, I’ll just move on.” - TODAY/ar
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