SingTel Mobile | Web Site

[Main Page]
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[Roamaniac Game]
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[Show & Tell]
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[Dealer Locator]
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[Send an SMS]
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Singapore Telecom (SingTel) is the only provider of phone and postal services in Singapore, which has a population of nearly three million. Up until last year, their mobile phone operator division, SingTel Mobile, was also a monopoly. When they found out the government was allowing a second party (and within the next few years, several more) to buy a license to compete in this important marketplace, they decided to refocus their efforts on customer service. They have close to 600,000 customers and wish to grow that base rather than have it shrink away.

A Web site was a great way to really develop a wonderful relationship marketing program. We’ve built tools that allow customers, current and potential, to compare pricing plans through a dynamic pull-down system; have a pricing plan analyzer present the best option, giving real dollar amounts based on a person’s calling habits; send a message from the Web to a SingTel Mobile user’s mobile phone (via SMS); have a phone brand/model recommended that best suits the person’s needs and locate a dealer who sells that particular product (complete with text and graphic map); view current and past promotions (so a person can see what was available when they signed up originally or if they should now); to see how to use their phone in well over a hundred countries through the “roaming” program; read about traveler tips; see how to program value-added services on their phone through a Shockwave Flash demonstration; and a lot more.

Additionally, this site was the very first in Asia to RealAudio. I wanted to make the experience just like their customer service center, which everyone was familiar and comfortable with. So we put the smiling “SingTel Mobile Girl” on the front page who would explain each category of the site using RealAudio and a scrolling JavaScript text message as the user moused-over each animated icon. Of course this was an option. After a year we removed RealAudio since people were quite used to the system (which included the SmartChoice dynamic menu interface).

The site won a Silver Medal as did, for Product Demonstrations, the VAS Flash Guide in the Association of Accredited Advertising Agents [the 4As] 1998 “Creative Circle Awards”. The judges included producers from Yahoo! and C|NET.

It also has won “Best in the Asia Pacific” nods from the Singapore Internet Community and “Editors’ Choice” from the popular Orientation site reviewing search engine in Asia.

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