StarHub is one of Singapore’s leading telecommunications and media companies, best known for providing mobile, broadband, pay-TV, and enterprise solutions to both consumers and businesses. It is a household name in Singapore, serving millions of subscribers with connectivity and digital services. Beyond its traditional telco offerings, StarHub has steadily expanded into areas such as cybersecurity, cloud solutions, and data analytics, positioning itself as a digital enabler for Singapore’s smart nation ambitions.
#1 How Should Shareholders Think Of The Year Ahead, Given Expected Headwinds? Consolidation, Capability Building Or Reset?
The year ahead is best understood as a structural reset year, not just for the sector, but for StarHub.
While consolidation and competitive recalibration continue to shape the external environment, our focus internally is on strengthening foundations. That means disciplined execution, capability deepening and structural cost optimisation.
We are:
- Resetting our cost base to minimum efficient scale
- Investing selectively in Cybersecurity, Network and Enterprise
- Protecting balance sheet strength and dividend discipline
- Preserving commercial flexibility in Consumer
Consolidation, capability building and reset are not mutually exclusive. They are interconnected. We are using this period of flux to tighten structural controls, sharpen execution and position the Group for improved operating leverage when market conditions stabilise. We remain focused on what we can control and disciplined in navigating what we cannot. That approach underpins our confidence that we will emerge stronger beyond the current headwinds.
#2 How Is StarHub Prioritising Resilience And Long-Term Value Creation Amid An Uncertain Operating Environment?
Resilience in a rapidly evolving industry requires structural discipline. Our approach is anchored on two key pillars.
First, StarHub is structurally resetting its cost base by implementing a multi-year cost optimisation programme, targeting $70 million in run-rate savings across FY2026-28. This programme is intended as a reset of our operating model, aimed at reaching the minimum efficient scale, with the objective to create a leaner and more agile organisation positioned for sustainable growth.
Secondly, alongside tightening structural costs, StarHub is making targeted investments in areas that reinforce long-term competitiveness, including cybersecurity, network infrastructure, and enterprise capabilities. These investments are calibrated, returns-driven and aligned to strengthening earnings quality and operational efficiency.
Overall, StarHub is utilising the current competitive environment to enhance execution and structural efficiency, while maintaining a disciplined approach to strategic investment. This strategy is intended to strengthen the company’s position as the sector stabilises and support sustainable long-term shareholder value following this period of adjustment.
#3 What Strategic Steps Is StarHub Taking To Defend And Grow Market Position?
StarHub maintains a significant presence in the market by competing on factors beyond price. As the sole operator with established positions across Premium, Digital and Value segments, we are uniquely positioned to proactively shape behaviour. The company’s diverse brand portfolio provides the flexibility to defend, maintain or grow market share across various customer groups.
Our strategy is centred on developing profitable and sustainable market share rather than chasing volume at any cost. StarHub works to enhance customer lifetime value across its brands by improving service quality, offering differentiated content, providing bundled services, and optimising the customer experience. In addition, the company utilises data analytics, digital platforms and lifecycle management to support customer retention and increase average revenue per user (ARPU).
As consolidation within the telecommunications industry progresses and regulatory cost parity increases across operators, we expect competitive behaviour to rationalise over time. By focusing on architecting value rather than aggressive pricing strategies, this approach positions the company favourably as the market transitions toward more sustainable forms of competition.
#4 How Is StarHub Balancing Growth Ambitions, Capability Depth And Differentiation As It Refines Its Cybersecurity Strategy?
Cybersecurity forms a fundamental component of StarHub’s responsibilities as a provider of Critical Infrastructure and as a trusted digital infrastructure partner. It is not just a growth vertical.
Our approach is capability-led, not purely acquisition-led. This means deepening partnerships, building proprietary expertise and integrating cyber capabilities into our broader Modern Digital Infrastructure platform offering. This integrated model enabled us to scale while maintaining service credibility and margin discipline.
Importantly, as regulatory expectations rise and all operators are required to invest substantially in cybersecurity, structural cost asymmetries begin to narrow. Our consistent investment in this area distinguishes our position in a market where trust, resilience and integration are prioritised over isolated solutions.
For StarHub, cybersecurity is both a defensive and strategic play as it safeguards our core infrastructure while enhancing the value proposition of our Enterprise platform. This dual role is central to achieving sustained differentiation over the long term.
#5 What Operational And Cost Discipline Levers Are Being Prioritised To Strengthen Margins?
We have expanded our multi-year cost optimisation programme, which covers four core pillars: Legacy Decommissioning, Network Automation, Systems Re-architecture, and Business Simplification.
Legacy Decommissioning: This involves phasing out outdated platforms as well as removing unused assets and consolidating vendor contracts to reduce the total debt and lower ongoing operating costs.
Network Automation: We are digitising and streamlining more than 20 core network functions, upgrading infrastructure, automating processes, and embedding cybersecurity into our network which will improve agility, service quality, and cost efficiency.
Systems Re-architecture: Simplifying our IT landscape by consolidating fragmented tools and systems and strengthening our in-house capabilities. This gives us greater control and better long-term efficiency.
Business Simplification: Here, we rationalise our product and brand portfolios and redesign our operating model by streamlining offerings, improving omnichannel experiences, and simplifying internal processes to deliver a better customer experience with lower complexity and cost.
Artificial Intelligence (AI) is increasingly embedded across network management, customer analytics, service automation and enterprise solutions. It improves fault prediction, service personalisation, sales productivity and cybersecurity response. Beyond efficiency gains, AI enhances decision velocity and scalability, supporting both cost transformation and revenue innovation over time.
Editor’s Note: Some answers for this article were extracted from the SGX 10 in 10 series published on 3 March 2026 and republished with permission. You can read more about StarHub (SGX:CC3) on the SGX website.
You can also read other featured companies from SGX’s 10 in 10 series on the DollarsAndSense website.
