The Research Of ICT Services Marketing Strategy Of SingTel Satellite Maritime Business

In the past 130 years since the first telephone was invented, the world changed a lot derived from the development of telecommunications. In a very long period, and even some of the countries nowadays, telecommunication industry is considered as closed and protected. The demand of marketing is not critical due to monopolization: ownership of the infrastructure network. As the world becomes globalized, all industries are no more close to one country. Therefore the competition among the Telcos is just price war if there is no value-added service available. Before year 2002, telecommunications refer to voice in major. As the technology develops so fast in this dynamic world, ICT(Information Communication Technology) is the key to meet customers’ needs. People started to use smart phones and ICT applications replaced traditional telecommunication. A new Era started for telecommunication, a new Era that truly relies on services, ICT services indeed.As satellite covers bigger than land network, satellite business has a nature of world competition by itself. Of course, the communication cost is few times higher when using satellite VS land network, although the number of satellite increased significantly. As a result, the development of communication for maritime is far behind the ones in land. Most of maritime companies see the future of seamless connection in between the land and the sea, but ICT services grew not really fast especially in Asia.Sing Tel(Singapore Telecommunications Limited) satellite, under the umbrella of Sing Tel group, is facing some marketing problems when transforming itself from a telco to an ICT service provider. To align with Sing Tel group’s strategic direction, the hottest topic now is how Sing Tel satellite can make efficient adjust in term of marketing strategy.If Sing Tel satellite does not develop ICT services, it will be drawn in the worldwide competition. The traditional way of marketing is not working for Sing Tel satellite business, and service marketing based on ICT solutions as telecommunication industry is actually a service industry. This article is to research on service marketing plan for Sing Tel satellite business.