SingTel wants to know its mobile customers intimately

[Published on 05 June, 2012]

The chief of SingTel's Digital Life divison says, "Different customers --
students, office workers, housewives and others -- need various kinds of
content in their daily lives. They will find us useful if we can offer them
the content they want every day when they need it."

By offering subscribers what they want, the telco hopes to improve
customer service, reduce customer churn and increase "stickiness" --
all of which would have an impact on profitability.