M1 rebrands with focus on Keppel ties, personalised servicesFebruary 23, 2021
M1 has unveiled a new brand strategy that promises to deliver more personalised customer experience and services that more closely leverage its ties with parent company, Keppel. The move comes almost two years after the Singapore telco delisted and, during which, moved to a new technology that now runs 90% on the cloud.
This was part of a various digital transformation initiatives that were necessary to enable M1 to transition from a pure mobile operator to a more wholistic technology provider, said its CEO Manjot Singh Mann, who was speaking to local media via video Tuesday. He championed the “brand refresh” as a way to “revolutionise” communications in Singapore with “made to measure” offerings, and address rapid shifts in customer behaviour as well as demand for service personalisation.
It required significant transformation on M1’s part, including a move to a new digital tech stack that now ran 90% on the cloud, compared to 12% previously, and streamlining its applications to 30, down from 150 before. It also slashed more than 200 databases to a single centralised data lake.
In response to ZDNet’s question on the challenges it faced prompting the transformation, Mann said M1 had “a long legacy” of disrupting the market, but the way technology developed over the years meant it did not have the best infrastructure to adapt to customers’ changing needs fast enough.
The transformation was needed to provide more agility to create new services quickly and engage customers digitally, he said.
The new tech platform would provide real-time data analytics and deeper insights that better matched up to customers’ needs contextually and instantaneously. It also would facilitate a fully automated frontend offering more self-service options for customers as well as better integration with M1’s business partners, Mann added.
“Now we have the ability to hyper-personalise products and services and business solutions more rapidly, accurately, and contextually, catering to customers’ specific needs,” he said, noting that the telco had delivered on its original goal of “linking anyone and anything, anytime and anywhere”.
“Today, we want to be measured by a different and higher bar. We want to deliver products that are unique and as personal as they can get, bespoke and tailored…we want to be the brand that is made to measure,” the CEO said.
Apart from a redesigned website and mobile app, M1 is looking to do this through three new mobile plans — Bespoke Contract, Bespoke SIM, and Bespoke Flexi — the last of which is touted to allow customers to decide, amongst others, how much upfront payment they want to give, the device they want to purchase, and how much data or voice minutes they require.
In fact, some 6 million permutations could be created from the Bespoke Flexi service plan, Mann noted. “The idea here is that once we create this model, we can…