Finally, the Singapore-based operator yesterday took the wraps off its consumer 3G offerings, nearly two months after rivals MobileOne and SingTel made their moves.
Unlike its competitors, StarHub decided not to introduce additional voice or data mobile subscription schemes as part of its 3G salvo. Instead, users, who wish to make use of 3G services like video telephony, will simply need to purchase a new handset without having to change their current mobile plans.
The company's video call rates will be the same as standard voice calls, which amounts to around S$0.15 (US$0.092) cents per minute, Chan Kin Hung, StarHub's head of mobile services, told reporters at a media briefing. Customers will get 100 minutes of free outgoing video calls, while incoming charges will be waived until 2007.
While video telephony and high-speed Web surfing were previously touted by handset makers and operators as the cornerstone of the 3G promise, he said, StarHub is instead hedging its bets on video streaming and downloads to drive initial adoption.
This is in response to feedback and usage patterns observed from StarHub's 3G trials, according to Chan. He told CNETAsia user interest in video calls waned two weeks into the pilot, but services like video streaming continued to be popular.
To capitalize on this trend, the company is offering over 10 mobile TV channels comprising sports, entertainment, music and current affairs. While M1 and SingTel also promise such content, StarHub claims to offer a greater variety and exclusive rights to seven channels like CNN and Barclays English Premier League soccer highlights.
To appeal to its existing user base, Chan said these channels are also available to those without 3G phones. Subscribers with older handsets that support video playback, such as the Samsung D500C and the Sony Ericsson K300i, can download or stream the videos to their phones over the company's 2.5G network, he added.
"We believe that that the real zest is in the content, and our content is available for 2.5G as well as 3G users. We don’t believe we should force people onto 3G handsets," said Terry Clontz, StarHub's CEO.
StarHub's mobile TV programs will be free for all customers until the end of July this year, after which access charges will vary. However, Chan said some channels will continue will remain complimentary even after the three-month promotion, but a fee will be levied on selected "premium" content.
Play video
There are currently no comments for this post.