StarHub slashes complexity with new SIM-only plans

StarHub is introducing a trio of SIM Only plans that it says will simplify things for customers and "eliminate the annoyance" of traditional mobile plans as part of its Hello Change journey "to do different and better".

Source: StarHub website. It's about simplicity - StarHub introduces new SIM-only plans.

The new contract-free options give customers significantly larger data bundles and look to be more flexible than existing 24-month subscription arrangements.

“We hate to admit it, but people do not rate telcos highly. This is a regrettable reality, and we are determined to earn back customers’ trust and be the telco that they deserve,” said Johan Buse, Chief of Consumer Business Group, StarHub.

“The transformation of our mobile plans is just the start. Team StarHub is challenging the norms, and customers can look forward to seeing positive changes across our entire range of products and services. We will work harder than ever before for the right to take pole position in the hearts and minds of our customers.”

Customers now have the $25 SIM Only, $50 SIM Only and $80 SIM Only plans to choose from with StarHub recommending the mid-tier plan as "the market’s most attractive option". For S$50 a month, it offers customers a total of 40 GB in mobile data, which is made up of 30 GB a month plus a launch bonus of 10 GB.

Customers are not bound by any minimum subscription commitment period. In addition, two previously chargeable add-on services – Caller Number Display (Caller ID) and International Roaming – now come free. This translates to immediate savings of S$15.35 a month.

These plans can be modified using the My StarHub app, with various options to stack additional services without any one-time fees to make a change as is traditional today. Android users will be the first to enjoy this feature; as the iOS app will be updated within the next two weeks.

StarHub said it is scrapping all one-time administrative, activation and SIM card fees, which add up to about S$200 over 12 months for a typical customer.

Customers who want to get a discounted phone can pay S$25 more per month. These customers will get the same 10 GB bonus for a full 24 months.

Source: StarHub website. Comparing the three new SIM-only, no-contract plans.

Smaller telcos in Singapore such as MyRepublic and Circles.Life have competed with the more established Singtel, M1 and StarHub with flexible no-contract arrangements for mobile services, and/or larger mobile data bundles. Customer acquisition will be tough however when people in Singapore typically have at least one mobile subscription. Data.gov.sg said that the mobile penetration rate is 147.3% as of August 2018. Customers could benefit in getting a better second subscription however. 

Details:

Visit www.starhub.com/mobile to select a plan and arrange for free home delivery. They can also sign up at any StarHub Shop.

The first 10,000 customers to sign up will get additional 10 GB every month for a year. There are no surprise charges, as this bonus will end automatically, StarHub said. Traditionally telcos begin to charge customers for the additional data the moment a promotion expires, instead of taking away the bonus altogether. 

Explore:

Watch a video from StarHub that acknowledges the voice of the customer and highlights the premise for change.