Singtel is the largest telecommunications service provider in Singapore, with 4.5 million subscribers, and through its regional operations has a total of 700 million subscribers. Close to 1.5 million mobile subscribers (32%) are in it’s prepaid service branded “hi!”
Prepaid subscribers come from a broad range of demographics including children, the elderly and more than 1.35 million foreign domestic workers and laborers. Some subscribers have high usage of specific apps (e.g. Viber, IMO.IM, WeChat) and want to purchase an app-specific data plan. Being able to offer a data plan for a specific app would typically require the app to have a static IP address.
Singtel integrated LotusFlare’s patented Dynamic Product Platform (DPP) to enable app based data plans. The DPP capability was integrated to Singtel’s hi! and a section called “App Shop” was added. This enabled all the prepaid subscribers to purchase app based data plans.
App based data plans continue to be central in the hi! prepaid proposition today, just as it was 2 years ago when it was first introduced. App based data plans drive customer engagement and monetization for Singtel. Except for a decline during the few months when Singapore was in lockdown due to the pandemic, the service and DAU (Daily Active Users) continues to be stable and gradually growing.