Singtel's next battleground as it moves beyond price wars

For years, Singapore's telco industry has competed on familiar metrics: lower prices, bigger data bundles and faster speeds. As those advantages become easier to replicate, Singtel believes the next battleground will be far less about connectivity and more about customer experience.

That strategy has quietly been taking shape across its consumer business. In recent weeks alone, GOMO opened its first physical retail store despite being built as a digital-first brand, launched a broadband campaign centred around premium haircuts instead of internet speeds, and refreshed its mobile plans with more tailored offerings for travellers, seniors, students and NS customers.

Taken together, the moves signal a broader shift in how the telco is approaching growth, one centered on personalisation rather than mass-market propositions.

"Consumers today don't want one-size-fits-all plans. They want experiences that are relevant to their lifestyles, seamless across channels, and delivered where and how they prefer to engage," said Vivek Mehendiratta (pictured below), chief customer officer, consumer at Singtel Singapore, in an exclusive interview with MARKETING-INTERACTIVE.

Don't miss: Why Marrybrown is building its next customer touchpoint on Roblox 

Rather than viewing Singapore as a single connected market, Singtel increasingly sees it as a collection of distinct customer segments with different expectations. Families, gamers, professionals, migrant workers and seniors all interact with technology differently, requiring products, services and support that feel tailored to their everyday lives. That has shaped everything from the company's growing portfolio of consumer brands to how it is deploying AI across the business.

Today, AI is used to recommend products based on customer behaviour, personalise customer support through its virtual assistant Shirley, and proactively resolve network issues before they affect users. For example, customers who regularly travel to destinations such as Japan or Europe can receive roaming recommendations based on their travel habits, while Shirley has been designed to understand Singlish, making customer support feel more natural.

According to Mehendiratta, this reflects a wider change in consumer expectations. He said:

While price will always matter, relentless price erosion alone is ultimately unsustainable. Customers increasingly expect reliable, high-performing connectivity, intuitive digital experiences and the reassurance that support is available whenever they need it.

The shift mirrors broader consumer behaviour in Singapore. According to Qualtrics' "Consumer Experience Trends 2026" report, while 55% of Singapore consumers still cite value for money as a key factor when choosing brands, customers who prioritise service quality report significantly higher levels of satisfaction (91%) and trust (89%) than those who buy on price alone. The findings suggest that while price may win initial consideration, it is the overall customer experience that builds long-term loyalty.

Trust has also become a bigger differentiator. Beyond investing in network infrastructure, Singtel is increasingly positioning digital safety as part of its customer experience. The company now uses AI to identify network issues before customers notice them, while also blocking around 30 million scam calls, 20 million scam SMSes and more than one billion malicious websites every month.

The shift comes as competition in Singapore's telecoms market intensifies, with between 15 and 17 telco brands competing for consumers.

Yet rather than responding with deeper discounts, Mehendiratta believes the industry needs to move beyond competing purely on price. He said: 

The current level of price competition is unlikely to be sustainable over the long term.

Instead, he argues the real opportunity lies in using AI to anticipate customer needs and deliver more contextual experiences across products, services and support.

That philosophy also extends to marketing itself. Drawing on his experience across Singapore, Indonesia and India, Mehendiratta believes marketers continue to underestimate customer experience as a competitive advantage. While campaigns remain important, he argues sustainable growth increasingly comes from removing friction throughout the customer journey and consistently delivering on the brand promise.

"We know promotions don't earn loyalty. It's earned every day through superior experiences, trust and relevance," he said.

For Mehendiratta, that's changing what marketing is expected to achieve.

The role of marketing has fundamentally evolved. It's no longer just about knowing your customer, segmenting the market or positioning your brand. It's about removing friction, solving real problems and creating customer love at every interaction.

Related articles: 
Is community the new loyalty programme?  
Too many messages? Asian travellers say personalisation still needs boundaries
Loyalty marketing gets cute with plushie strategy