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StarHub realigns key execs to tackle consumerization

Singapore telco has realigned sales and marketing functions for a more integrated enterprise and consumer approach. Separately, while Q2 profit rose 16 percent it is still suffering from intense competition in broadband.
Written by Ryan Huang, Contributor

Singapore telco StarHub has realigned its sales and marketing functions with the promotion of two key executives, to deal with the rising trend of bring your own device (BYOD) and to become a more "integrated" company.

Jeannie Ong, StarHub's new chief marketing officer.

Its sales functions for both consumers and enterprises will be led by new chief commercial officer Kevin Lim. He was previously the managing director of enterprise business group. Lim will expand his previous duties to include enhancing the retail experience for customers.

StarHub's marketing functions will be led by newly promoted chief marketing officer Jeannie Ong, who was previously senior vice president of corporate communications and investor relations. She will take on additional duties such as taking care of the customer value management team.

According to CEO Tan Tong Hai in an earnings call on Tuesday, the moves were in response to the rising trend of consumerization which made sense to have a more integrated approach toward enterprise and consumer segments.

Rising broadband competition

Separately, StarHub posted a 16 percent on-year rise in net profit at $101 million lifted by its mobile business. This was on the back of a 1 percent dip in revenue to S$587 million.

Tan noted the broadband business remained "the most challenging" due to rising competition from new players. While StarHub added 3,000 customers for the quarter, its price cuts on plans dragged average revenue per user (ARPU) down by S$1 to S$45.

Broadband revenue under increasing pressure from competition. (credit: StarHub)
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