UNIT 1

Understanding the Key purpose of the chosen website and whether it meets the needs of its target audience segments.

The site we've chosen is Singtel.

Singtel's website targets a few audiences. These include: mobile consumers who can query price plans and phone prices&information, mobile shoppers who buys phone online(online shopping), media streaming services(e.g video), telecommunications for businesses ranging from small to large corporations, (An example would be SmartCab who "rents" Singtel's GPRS network. More info can be found here.) foreigners and businessmen who needs to make frequent international calls overseas and internet subscription plans for different types of users.

Not only does Singtel provides adequate information for potential customers, they also have plenty of services available for existing customers. Existing customers can visit their website for Internet SMS- free-of-charge, settling of phone bills online, downloading of ringtones, pictures, games etc, backing-up of phone data, many other value-added services and most importantly, they have a section which concentrates on customer service.

The website offers comprehensive information for visitors/ customers who are probably looking for a service from Singtel.

Direct Competitors: M1 and Starhub
Singtel has a very good after-service for their customers. This may be a value-add for them as customers feel satisfied and they know where to get help in case they encounter any problems.

Indirect Competitors: Mobile retailers
Singtel has to offer a more attractive prices by having promotions and discounts for loyal customers in order to compete with the retailers.

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In response to the different segments of customers. In addition to our second paragraph (to be more exact), we feel that Singtel segments its customers through demographic variables. Some of the variables which falls into this category are: age, gender, family (size), education level, income level, occupation, education, religion, language, race/ nationality etc.

One of the variables we feel that Singtel uses is the occupation variable. For their Internet service, they categorize they services based on occupation. A very good eample would be from here. This allows their customers to select whichever services which suits their needs. And it is easier for them to find the plans that cater to them. This saves lots of time and effort as customers don't have to navigate all the pages to find what they are looking for.

Another possible variable for the corporate customers would be the size of the business. As you can see from here, they've divided their corporate customers to "small business" and "medium/large enterprise". This has the same benefits as the above case.

Our group feels that Singtel's customers has a wide range.
This includes -(for Internet) basic home users, students, family users, users with extra needs like gamers, corporate users - small businesses to medium/large businesses.

Customers who are looking for value-added services. E.g. IDEAS for live Media streaming

and lastly their core customers for mobile services.