SINGAPORE – Despite ongoing turbulence in Singapore’s telecom sector, Singtel continues to hold the crown as the nation’s leading operator. While its postpaid market share has dipped from 47.6% in 2011 to 38.9% today, the telco still maintains a clear lead over rivals.
Analysts attribute Singtel’s resilience to its strong legacy and consistent infrastructure investments. Shirley Tee from Nanyang Polytechnic emphasized that its “first-mover advantage” enabled long-term ties with both household and corporate clients. Tech commentator Oo Gin Lee added that Singtel operates “in a different class” compared with competitors like StarHub and M1.
Interestingly, only 27% of Singtel’s revenue now comes from Singapore. The majority flows from overseas operations in Australia, India, Indonesia, the Philippines, and Thailand. This global diversification shields Singtel from price wars in its home market and allows it to concentrate on enterprise solutions and network infrastructure. NTU’s Associate Professor Hyeokkoo Eric Kwon notes the company has “no urgent need for domestic mergers and acquisitions” and will likely sharpen execution while rivals consider consolidation.
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Beyond financial strategy, brand trust is central to Singtel’s staying power. According to Lau Kong Cheen from the Singapore University of Social Sciences, Singtel delivers reliability and peace of mind—qualities that matter more than low prices for many customers. Younger users, meanwhile, are attracted to its digital-first image, with services spanning streaming, gaming, and lifestyle perks. Its youth-focused sub-brand GOMO offers flexible, affordable plans while leveraging Singtel’s brand prestige.
Singtel also remains a technological pioneer, being among the first to launch 5G in Singapore. The telco invests heavily in esports, eco-friendly initiatives, and innovative campaigns to stay culturally relevant. Bundled packages across mobile, broadband, and TV further lock in subscribers and make switching less appealing.
However, competition is tightening. The merger of Simba and M1 is expected to create a combined market share of roughly 38.3%, nearly matching Singtel’s current 38.9%. Even so, Singtel’s global portfolio, enterprise growth, and strong brand equity continue to fortify its dominant position in Singapore’s telecom landscape.
Source: CNA
