StarHub was my first ever broadband provider. I’ve been their customer for over 20 years, even before the time Singapore began its Next Generation National Broadband Network (NGNGN) programme, which is how we all get fibre broadband into our homes today. Times have changed, and I’m moving on.
In case you’re wondering, there wasn’t anything particularly wrong with StarHub. I’m actually reasonably satisfied with their services. My broadband service, even from the cable days, has been reliable. Many times, when I read about others complaining their StarHub broadband services being down, I somehow still find mine working alright.
The biggest complaint I had about StarHub’s fibre broadband was about IPv6. It broke massively, and StarHub did not seem to know about it, and didn’t know how to respond when I told them about it. They did fix it eventually. That happened back in 2014. I don’t think any other broadband service provider would have fared better at that time anyway.
Broadband wasn’t the only service I signed up with StarHub for. I used multiple StarHub services: several mobile subscriptions, and cable TV. StarHub, like with SingTel in those days, had an advantage over other telcos in that they were able to provide subscription bundles that included mobile, fixed broadband, and TV. They offered fixed home phone services too, typically free. Other operators typically can’t offer such a comprehensive bundle.
Over time, these bundles became less and less attractive. It’s not just because of alternative services from new competition, but also simply that some services like home phone or TV was no longer needed.
I was an early adopter of wanting to abandon my fixed home phone. I did still end up with a fixed home phone because it was free. I never gave my home phone number out, and I never got calls on them. When the voice modem broke, I never bothered to get it replaced. By then, TV was on another modem, and broadband was from fibre.
TV was next to go. StarHub had begun to drop some programmes from their channels, including those that I had at that time had wanted to watch. StarHub TV became less and less useful, and at some point, I figured Netflix was good enough. I joined Netflix in 2014, when it was only US$7.99 per month.
Mobile subscription was the next thing that I exited from StarHub. The offers from MVNOs were too good. StarHub just wasn’t offering an attractive-enough plan for me. Re-contracting with them was too difficult. Signing up for ad-hoc add-ons, such as overseas roaming, was too difficult. I went to their competitors, returned to them for a while on their own MVNO brand (Giga), left for their competition again, and currently, am again back with Giga.
IMDA requirement for telcos to support mobile number portability free-of-charge is a godsend. That policy enables all of us to simply switch telcos any time, easily. I’ve been on no-contract plans for a long time. It’s easy to jump ship. The new MVNOs have made signups so painless: click online, and a new SIM card shows up as soon as the next day. Or, perhaps nowadays, it could be instant with an e-sim.
So it has become insanely difficult for telcos to retain customers. There is little brand loyalty. There’s really no need for TV. I think in some families, the TV isn’t much used at all nowadays. Everyone at home consumes content on their phone, tablet, or PC. For broadband and mobile, it’s just now down to the numbers. How fast is the broadband? How much roaming data does mobile come with, and to how many countries? Notice, how in recent times, mobile plans have so much local data that they’ve become an unimportant metric?
This is all good for customers. It’s still not that easy to switch broadband since there is the hassle of (usually) needing to setup and return equipment, and likely some (re)configuration of something or other. It’s not as easy as switching a mobile plan to a new telco. Nevertheless, you have that option.
My broadband plan has always been no-frills. I don’t want any freebies. Just give me the best value at the speed I want. No need for router, no need for Wi-Fi. I recently moved to ViewQwest. That’s why I’m now saying goodbye to my last service from StarHub.
There’s no need for brand loyalty in telcos. Just switch based on the best value that matter to you.
In case you are wondering, the specific trigger that caused me to switch broadband provider came from the 10 Gbps XGS-PON offer from ViewQwest. It was reasonably priced. It was actually not more expensive than what I’m already paying StarHub for my out-of-contract 1 Gbps plan.
After 20+ years, it’s time to say goodbye to StarHub.
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