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January 28, 2008

Singapore's StarHub Giving Customers Greater Flexibility of Choice Using Comverse Self-Serve Solutions

By Patrick Barnard, Senior Web Editor, TMCnet

StarHub, a service provider offering triple and quad play services in Singapore, has reportedly deployed Comverse (News - Alert) Self-Service Solutions to provide its consumer customers with a single, converged online view for managing their StarHub accounts online.

Specifically, StarHub is using Comverse’s Consumer Account Manager and Consumer e-Shop applications to power its MyAccount Manager and eShop offerings. This enables its customers to have a unified view of all account activities (wireline and wireless), and gives them a “one stop shop” where they can order new services or modify existing services to better meet their multimedia entertainment and communications needs. In addition they can modify contract details, change service plans and view bills.

“We share Comverse’s belief in the value of providing customers with a seamless online user experience that unites selling and account management functionality for all our products and services,” said James Woo, Vice President, Information Services of StarHub, in a press release. “Since the launch of our customer portal, we have already enjoyed improvements in our online customers experience and cost efficiency.”

StarHub offers a range of information, communications and entertainment services over its advanced fixed, cable, mobile and Internet platforms. Targeting both the consumer and corporate markets, it operates a full two-way 3.5G mobile network in addition to its GSM network, a nationwide HFC network that delivers multi-channel cable TV services (including Digital Cable and High Definition Television) as well as ultra-high speed residential broadband services, and an extensive fixed business network that provides a wide range of data, voice and wholesale services.

Comverse’s Consumer Account Manager and Consumer e-Shop applications serve as a powerful marketing tool for triple and quad play service providers. They let customers add new services and modify existing ones through s simple to use, intuitive, Web-based interface. They can select new services or other offerings, place them in a “shopping cart” and “proceed to check out” much the same way they would shop a retail ecommerce site such as (News - Alert). They can also take advantage of promotional offers being made available by their service provider.

“We are very excited to extend our relationship with StarHub through this successful implementation of our self-service technology,” said Eitan Achlow, President of Comverse Asia Pacific, in the release. “As more and more operators offer multi-play bundles, self-service is becoming an increasingly critical element of a successful sales and service strategy. Comverse Self-Service Solutions are valuable assets to the multi-play operator looking to offer a converged customer experience, and along with the significant savings in operational expenses from reduced customer service costs, we believe self-service will soon be seen as a “must have” for any multi-play service provider.”

Comverse made news on TMCnet last week when it announced that Mobile TeleSystems (MTS (News - Alert)), the largest mobile operator in Russia and the CIS, has added the Comverse Real-Time Billing Solution to better serve its subscriber base. With the RTB Solution in place, MTS can now offer advanced personalization capabilities, à la carte service plan customization, and usage-driven automated marketing promotions to its customers. In addition it will be able to rapidly develop and launch service offerings to both broad and targeted market segments, while simultaneously providing end-user empowerment through self-directed offers. This advanced marketing vehicle will serve to boost the carrier’s profitability and increase customer satisfaction.

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Patrick Barnard is Assignment Editor for TMCnet and Associate Editor for Customer Interaction Solutions magazine. To see more of his articles, please visit Patrick Barnard’s columnist page.

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