M1 Limited (M1) today unveiled a refreshed brand identity, supported by a full digital transformation. This marks the rebirth of M1 with a reinvigorated goal to become Singapore’s first digital network operator and transform the way customers engage with M1. Delivering a new and bold brand promise, the new M1 is set to change Singapore’s way of telecommunications through a made-to-measure offering backed by comprehensive digital transformation.

Inspired by the golden and magical hour of the day, the refreshed corporate colour symbolises that the best time is here for M1, while the ‘M’ in the new M1 logo represents the heart of the new brand, which is ‘Made-to-Measure’. It reinforces M1’s commitment to being a customer-centric company, delivering bespoke products that are tailored to meet the specific needs of its customers. 

As part of the brand refresh, M1 is also launching the ‘Be’ campaign, an ode to seven unique Singaporeans who dared to embrace their individuality, following their own paths and passions. This campaign celebrates each individual’s distinctiveness and demonstrates M1’s belief in empowering customers to be their best, unique and authentic selves, supported by a brand that fits every need. Watch out for exciting activities that M1 will be rolling out in the next three months with the launch of the “Be” campaign^[1] today.

As part of M1’s ambition as a digital communications service provider and to live out its new brand promise, M1 is also unveiling new made-to-measure mobile plans and enhanced digital experiences at multiple touchpoints for customers.

Made-to-measure offerings

Following the success of ‘One Plan – You Build It’, Singapore’s first made-to-measure mobile offering of this nature which was launched in 2019, M1’s newest Bespoke mobile plans aim to take personalisation to greater heights. The new M1 made-to-measure Bespoke mobile plans - Bespoke Flexi, Bespoke Contract and Bespoke SIM - can be customised in just three simple steps to fit every user’s individual needs.

Starting from just $15.95, these made-to-measure Bespoke mobile plans will allow M1 users to have more flexibility than ever, with a choice to adjust the upfront payment amount,  set balance payment period for up to 36 months as well as select the data bundle and voice minutes that they need. In addition, customers under the Bespoke Flexi and SIM plans, can also adjust their base plan as often as once a month for free. Customers can go on to M1’s online shop at https://shop.m1.com.sg/ to kickstart this whole new experience and build your own Bespoke plan today.^[2]

Powered by deep revolutionary changes to its technology stack, M1 is the only telco in Singapore that is able to offer this degree of personalisation to its customers, which  will pave the way for M1 to innovate with the latest technologies in the future, changing Singapore’s way of telecommunication.

Enhanced in-store digital experience

As part of M1’s digital transformation, M1 is also revamping its digital experience across all touchpoints. Enhancing its in store experience, the refreshed M1 Shop will offer an interactive store layout and in-store virtual ambassador, Megan, to engage walk-in customers and provide assistance with personalised recommendations.

The new interactive lifestyle My M1+ app not only allows customers to manage their plans, it also enables customers to self-serve with a few clicks. Supported by a full digital transformation, customers will also be able to tap on M1’s data analytics to gain access to real time insights to their bill and usage across device purchases, select relevant value-added services, explore exciting lifestyle options and more through the My M1+ app. The app is part of M1’s broader plan to enhance the customer journey as a lifestyle app encompassing everything from mobile and entertainment services to daily needs.

“In the past 25 years, M1 has successfully established itself as a leader in Singapore’s telecommunication industry. We have pioneered many firsts and gone through various cycles of disruption, but this is by far the most significant in terms of both scale and potential. Today, we are doubling down on innovation and radical growth in our technology infrastructure to stay ahead in the digital landscape. Our new brand and promise to deliver individualised experiences, coupled with our advanced digital capabilities, will keep M1 at the forefront of building Singapore’s digital economy while driving real value to our customers,” said Mr. Manjot Singh Mann, CEO of M1.

Future-proof and first-of-its-kind digital platform

M1’s digital transformation is enabled by its future-proof new technology stack which is able to integrate all aspects of its systems onto one digital platform. Working with some of the best leading technology service providers^[3] to integrate the systems, this first-of-its-kind digital platform in Singapore will radically simplify the way M1 operates while providing real value to customers. The new platform’s capabilities include:  

• Cloud-native applications: Optimise resources and improve business sustainability through cloud adoption with top tier cloud partners;
• Data analytics for actionable insights: Streamlines over 200 databases onto a single data lake, which enables real-time data analytics and provides actionable insights to better serve customers from a single source of truth;
• Automation and self-serve for efficiency: Customer facing touchpoints on the digital platform will be automated, offering better integration with partners to enable an enhanced and efficient digital experience for customers;
• Hyper-personalisation services: Ability to personalise products, services and business solutions more rapidly and accurately, catering to customers’ specific needs.

Harnessing synergies as a part of the Keppel Group

This transformation is part of a two-year long journey which saw M1, working closely with its key shareholder, Keppel Corporation (Keppel), to digitally overhaul all M1’s processes and offerings, with a customer-first approach. M1 is a key pillar of Keppel’s connectivity   business and plays an important role in Keppel’s Vision 2030, which includes tapping M1’s digital solutions and 5G network to enhance the Group’s suite of solutions for sustainable urbanisation.

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About M1

M1, a subsidiary of Keppel Corporation, is Singapore’s first digital network operator, providing a suite of communications services, including mobile, fixed line and fibre offerings, to over two million customers.

Since the launch of its commercial services in 1997, M1 has achieved many firsts – becoming one of the first operators to be awarded one of Singapore’s two nationwide 5G standalone network license, first operator to offer nationwide 4G service, as well as ultra high-speed fixed broadband, fixed voice and other services on the Next Generation Nationwide Broadband Network (NGNBN).

M1’s mission is to drive transformation and evolution in Singapore’s telecommunications landscape through cutting-edge technology and made-to-measure offerings. For more information, visit www.m1.com.sg

Appendix – Partners’ Quotes

“Adobe is excited to support M1 through this significant digital transformation. With M1’s stature and large customer base, the opportunity to tap into data analytics to deliver hyper-personalised experiences is huge. The pandemic has expedited the need for digital automation, and the timely launch of M1’s new website is just the beginning. M1 customers can expect more personalised offerings and engagements based on their individual interests, preferences, and location – all in real time. We are proud to embark on this journey together with M1 to drive the next era of telecommunications and data-powered experiences through Adobe Experience Cloud,”

 Simon Dale, Managing Director for Southeast Asia, Adobe

“Progressive companies like M1 understand that a successful digital transformation requires the presence of a modern and scalable billing and monetization platform to generate revenue from new digital products and services and deliver an enhanced customer experience. As an M1 partner, we are proud to support the launch of the company’s new brand and identity.”

Tom Dibble, President and CEO, Aria Systems

“Blue Planet’s intelligent automation capabilities enable M1 to leap-frog the competition with a fully digital infrastructure and further promote and foster Singapore as a leader in technology innovation and international connectivity. With software in the cloud, M1 transforms its infrastructure to be lightning-fast, while empowering M1’s future business growth in Singapore and globally.”

Rick Hamilton, Senior Vice President, Blue Planet, a division of Ciena

“Check Point is honoured to be the cybersecurity solutions provider chosen to be a part of M1’s digital transformation as it moves towards becoming a leading technology services provider in Singapore. Check Point’s Infinity, as a consolidated security architecture, provides the highest level of threat prevention for M1 across networks, cloud, mobile and IoT, giving it the peace of mind to focus on meeting the needs of its customers.” 

Sharat Sinha, Vice President and General Manager,
Asia Pacific & Japan, Check Point Software Technologies

''M1 has put customer experience at the core of this digital transformation. The complexities in overhauling the technology stacks, personalizing the individual journeys and transforming the experience across digital and in-store touch points come from obsession for creating exceptional experiences and value for the customer. We at Concentrix Tigerspike share this passion for world class customer experience and are proud to be a trusted partner in M1’s transformation journey, bringing an unparalleled value to M1 customers for years to come.'' 

Jyllene Miller, Executive Vice President, Marketing and Emerging Business, Concentrix

“As M1 digitizes their entire business model and customer buying journey, they are also becoming a more elastic, evolving and dynamic telco underpinned by cloud architectures for end to end systems. We are delighted to bring them the Infosys Cobalt leverage that is helping them accelerate their cloud-powered transformation.”

 Raja Shah Senior, Vice President, Communications Media and Technology, Infosys Ltd

“With the shift towards an era of high-speed 5G networks, telco operators are now more challenged to deliver faster connectivity, immersive experiences, and differentiated services to its customers. We are honoured to partner with M1 in bringing their digital transformation plans to life. As their preferred cloud provider for cloud-native applications, we will work with M1 to unlock capabilities that can create seamless experiences across all customer touchpoints. This would be achieved through migrating all workloads to the cloud, with the main platform being Microsoft Azure. Since we embarked on this journey with M1, the outcomes have been promising and we look forward to further accelerating innovation and driving productivity for M1.”

Kevin Wo, Managing Director, Microsoft Singapore

“By transforming their business to be a cloud based digital communication provider, M1 has shown incredible innovation and vision. Openet is proud to be part of turning this vision in reality by supplying our charging and data management products that will enable M1 to offer, manage and monetize a wide range of digital and 5G services, as well as deliver a personalised customer experience. I look forward to working with M1 for many years to come to help revolutionise the telecoms market.”

Niall Norton, CEO, Openet, an Amdocs Company

"Throughout the pandemic, we've experienced time and time again how important communication is to staying close to our families, friends, and communities. That's why Salesforce is proud to provide an integrated, end-to-end solution to deliver M1 employees with a single view across all of their 2 million customers' needs, and ensure a first-in-class experience at every interaction."

Sujith Abraham, SVP and General Manager, Salesforce ASEAN

“M1 has always been at the forefront of digital transformation delivering customer excellence. With this refreshed brand identity, they have marked a new milestone and we look forward to seeing them scale to even greater heights. We are truly honoured to be a part of M1's digital journey empowering them with access to real-time data and supporting their success."

Geoff Soon, Managing Director for South Asia, Snowflake

^[1] _{To find out more about the ‘Be’ Campaign, please refer to our ‘Be’ factsheet.}

^[2] _{To find out more about M1’s new Bespoke mobile plans, please refer to our factsheet.}

^[3] _{For our partners’ quotes, please refer to the Appendix.}