Singtel Environmental Forces Essay Example

Singtel Environmental Forces Essay Example Singtel Environmental Forces Paper Singtel Environmental Forces Paper In order to offer the newest innovations to their customers, they must continuously invest in their technical infrastructure. New technologies, such as the G service for mobile phones must be introduced at the time to let customers make full use of their mobile phones. However, Singlet must assure that they have enough capacity to change to a faster system. As a result, they reduced the data volume for all new contracts from 30 KGB to 12 KGB and from 12 KGB to 2 KGB for cheaper contracts. Additionally, Singlet has won the Asia Communication Award 201 2 for its excellent cloud computing service. This is ND consecutive year Singlet has won this award. 2. 1. 2 Demographic Demographics are another important nongovernmental force. Demography is the study of populations in terms of size, density, location, age, gender, race, occupation and other characteristics. Singlet wants to know who are their customers. This is, in is order to provide customized services which are matching to different groups of the population. To attract new customers they must identify the customer needs. This is also closely related to customers. After demographics have been analyses Singlet can move over to look for potential customers. As for teenagers, they normally use prepaid cards which they can top up whenever they need to. Furthermore, as more and more people own smartness, even primary school kids start using them. This is an example of change in purchasing pattern in the mobile phone sector among teenagers. Since the new generation grew up with smart phones, they are likely to buy one in their early stage of life. Therefore, prepaid cards are inappropriate because most prepaid cards do not offer sufficient mobile data usage. Another example, heavy users, such as property agents or insurance brokers are dependent on unlimited usage plans. Thus, Singlet must offer phone and internet plans that satisfy personal users as well as business users. 2. 2 Micromanagement Micromanagement is the internal environment on which the company has an impact. It includes company, suppliers, marketing intermediaries, customers, competitors and publics. 2. 2. 1 Competitors The Singapore market has three telecoms annunciation companies. Basically, all three are offering the same services, makes it really competitive in this relatively small market. Operating carriers are MI, Singlet and Startup. Singlet is the leading carrier with a 43% market share in postpaid and 53% in broadband internet (31 . March 2006). Nonetheless, MI and Startup are trying to attract more customers by giving them better conditions as they receive at Singlet. For example, per minute billing is only used by MI and Startup. They just accumulate all outgoing calls in seconds which is more accurate in terms of usage and gives the user more time to call whereas Singlet even charges you 1 minute even though duration of the call is only 10 seconds. However, still many people and businesses stick to Singlet. Being one Of the largest telecommunication companies, Singlet is able to provide their customers the new G mobile service as first carrier in Singapore. This gives Singlet an competitive advantage over the other carriers who will follow later this year. In addition, Singlet won the Computerized Singapore Customer Care Award 2012. 3000 of Singapore?s most progressive information executives have voted for Singlet in the first quarter of 2012. This is the 5th consecutive year Singlet has won this award. 3. 0 Conclusion Singlet is still in its leading position in Singapore since they hold the highest racket share.