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StarHub aims for ‘more speed and control’ with digital command centre

StarHub digital command centre

The site of StarHub’s digital command centre

StarHub is to build a digital command centre at its company headquarters in Singapore as part of a plan to become more responsive to consumer trends.

The telco will join the likes of Philips, Intel and MasterCard in having an inhouse facility that will enable the company’s marketers to monitor social media, respond to customer feedback and produce content relevant to emerging events.

The unit, which is to be built in a section of what is currently the company’s reception area in its offices in Ubi (see picture), will bring together social data with information on TV, mobile and broadband use. It will be manned by StarHub’s digital transformation team.

The news emerges some months after StarHub took its social media function inhouse. The company previously worked with Vocanic, a relationship that ended soon after the exit of the GroupM agency’s founder and CEO Ian McKee.

StarHub claims to be the first telco in Singapore to start actively engaging its customers when it started using Facebook in 2009. The company then moved on to Twitter, YouTube and other channels.

StarHub’s CMO Howie Lau told Mumbrella: “In reality, there is no such thing as a digital marketing strategy. Everything we do now is marketing in a digital world. So it [the digital command centre] is about understanding the conversations that are happening out there, and being able to respond not just quicker, but in new ways.”

StarHub’s most recent example of fast-turnaround marketing came after swimmer Joseph Schooling won gold for Singapore at the Rio Olympics. The company tweeted “We may be a little red dot, but we schooled the rest of the world in the pool today”.

Lau said the company is still working through how the command centre will be resourced, and how many people are needed to work on it. The facility would give StarHub’s marketing “more speed and control,” he added.

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