The post has been editted to reflect StarHub’s latest number of mobile post paid customers.
Evernote and StarHub’s exclusive partnership will offer a complimentary one-year Evernote Premium subscription (valued at S$58) to all StarHub customers, whether you are re-contracting, a new StarHub Mobile post-paid customer or an existing customer. Existing customers who are Evernote Premium users can also make use of this offer to extend their subscription by an additional year. You can access the offer by visiting the Starhub Evernote page.
On top of that, Evernote recently released Video Notes, an exclusive feature available only to StarHub subscribers. The new Video Notes feature allow users to shoot and upload videos quickly and easily, all within the Evernote app. The only way for you to get your hands on the feature, is by becoming a StarHub customer. Other than StarHub, the feature is also available to users who sign up through Evernote’s partner telcos, namely NTT Docomo in Japan, Taiwan Mobile, and Orange in France. NTT Docomo is also a shareholder and telco partner of StarHub.
Let’s take a look some of the numbers: Of Evernote’s existing 66 million users worldwide, over 400,000 are based in Singapore, making Singapore one of Evernote’s most successful markets in terms of market penetration. For StarHub, it has a mobile customer base of 2.249 million, out of which 1.127 million of them are post paid subscribers.
This partnership deal with StarHub would give Evernote access to potentially more than a million new users in Singapore. It is also the first operator deal it has signed in Southeast Asia in its goal to increase user engagement globally.
StarHub taking the ball from SingTel, focuses on innovation and bringing value to customers
The partnership with Evernote is an initiative by i3 (Innovation, Investment, Incubation), StarHub. Headed by Mr Stephen Lee, the team is trying to bring more value to its existing customers beyond just purely communications. In the press conference, Mr. Lee said,
“There are strong competitions among telcos, and it’s not just about communication anymore. It’s about bringing customers with value add on their lifestyle such as enhancing their productivity.”
Other than purely just providing Evernote Premium to its customers, StarHub also has plans to work with Evernote and reaching out to the developer community to co-develop apps around the Evernote API.
During the press conference too, Evernote made it clear that StarHub is the only telco they are working with in Singapore, and that i3 and StarHub will “definitely move and extend the partnership as far and wide as possible”. This might potentially mean that if this distribution partnership yields positive results, StarHub would explore and bring this similar partnership to its regional affiliated telcos.
In order to grow StarHub, Mr Stephen also said that they will continue to forge strategic partnerships with “market leading companies”, a clear signal that we can expect to hear more news from i3 on similar partnerships arrangement soon.
Telcos around the region has long been known for supporting the startup community, notably SingTel along with its regional partners. Over the past two years, SingTel has been actively acquiring companies, integrating them into its product offerings in hopes to bring more value add to its customers. Signing on a new contract with SingTel allows you access to a full suite of pre-installed apps such as HungryGoWhere, TripAdvisor, Flipboard and you even get extra storage space for your Dropbox account. While late to the party, StarHub certainly scored a major partnership with Evernote, sending a clear message that they are taking innovation and customer value add seriously.
Why is focusing on value adding to customers important? According to OCBC, the overall subscribers growth in Singapore seemed to be slowing down, as the market is already seeing 151.9 percent penetration. OCBC also mentioned that, monthly average revenue per user went upwards for all three telcos, boosted by more subscribers switching over to the new tiered pricing plans with less generous data bundles.
Providing more value add to customers would entice them to switch over from one telco to the other. Once you have the customer in your hand, you have then monetize them.
The next question then is, M1, what is your move now?
Will we hear any news from them soon, or are they just sitting on the bench watching StarHub and SingTel compete in the name of innovation?
Of course, don’t count M1 out yet. M1, which was launched back in April 1997, was Singapore’s second mobile operator after SingTel.
One of its key stakeholders is SPH Multimedia (shareholder-ship of 13.94 percent). It is a subsidiary of Singapore Press Holdings, a group actively acquiring Internet media assets in the past couple of months. Earlier in March, SPH led a US$2.5 million investment in Singaporean restaurant reservation site Chope. SPH then shook the Singapore startup ecosystem by acquiring Singapore-based online car portal sgCarMart at US$48 million in cash.
We eagerly wait for M1 to launch their aggressive assault soon. Or will we?