Singapore Telecommunications Limited

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Company Description
Singapore Telecommunications Limited (SingTel), which was incorporated on 28 March 1992 and launched its Initial Public Offering (IPO) as being in Singapore Stock Market a year after, is a largest communication service provider in Asia (Campbell 2008). With more than 20 years operating in telecommunication market, the company has expanded and invested its business into different countries like Australia, Thailand, India, and Indonesia.
Creating the mission of “Changing the world of Communication”, SingTel offered a diverse portfolio of products and services including Mio TV, mobile and fixed, and broadband operator to both individual citizens and corporate organizations in their main national operation Singapore and Australia. However, this report concentrates on the mobile communication in Singapore.
The telecommunication market structure in Singapore is most appropriate described in a high barrier market to entry – Oligopoly model, which SingTel and their competitors – Starhub and Mobile One (M1) – are three major operators dominating the mobile market. In 2013, approximately 47% market share of mobile operation market is hold by SingTel, while Starhub and M1 accounts for around 28% and 24.9%, respectively. The other 0.01% coming from close substitutes products - over-the-top calling and messaging services like Viber, Whatsapp and Skype (Euromonitor International 2013).

Microeconomic Analysis
Microeconomics is the study of economics at the

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