SingTel has formed strategic partnership with Samsung to drive next-generation mobile communication, infotainment and technology services in Asia. Airtel in India will benefit as it will enhance 3G and 4G user base.
The partnership will commence this month with joint projects beginning from the fourth quarter this year.
The strategic partnership involves intention to leverage each others’ distribution channels to extend their retail reach.
The alliance is expected to boost sale of SingTel Group and Samsung’s products and services in Asia and Africa. The partnership will also try to grow the 3G and 4G customer base in each market and also enhance the experience of mobile customers and broaden their access to intelligent networks.
In addition, the SingTel Group will work with Samsung to identify opportunities for joint launches and marketing campaigns of key Samsung device announcements.
Both parties have agreed to deliver applications and digital services to customers of SingTel Group companies, including Advanced Info Service (Thailand), Airtel, Globe Telecom (Philippines), Optus (Australia), SingTel (Singapore) and Telkomsel (Indonesia).
Mark Chong, CEO International, SingTel Group Consumer said, “SingTel Group and Samsung will deliver an exciting mobile experience for customers, through brilliant mobile and innovative devices.”
Samsung has been closely working with mobile operators to introduce Samsung’s next generation mobile communications.
In India, the Malaysian telecom giant-owned Aircel and home grown phone vendor Micromax announced a similar tie up. Aircel and Micromax intend to utilize their retail network and resources to promote their products.
Also, Micromax will sell phones with Aircel SIMs which will come with special discounted data offerings in India.
The announcement by Samsung is important as Microsoft will be unleashing new Nokia Lumia products early next year. Samsung is unable to compete with Microsoft in terms of distribution reach and financial muscle.
The tie up between Samsung and SingTel will benefit the mobile phone eco-system as it will bring down the cost of operations. Plus, there will be more synergies between a telecom operator and smartphone vendor.
Since SingTel knows about data demand of their customers, Samsung will be in a better position to address market demands.