ASIA : SingTel unveiled plans to make the transition from 2G to 3G services a seamless and easy one for customers.

It also launched its new 3loGy initiative to market and promote 3G services across mobile, fixed line and broadband platforms.

Mr Lim Chuan Poh, SingTel's Executive Vice President (Consumer Business) & CEO of SingTel Mobile, said: "SingTel has had the advantage of customer feedback since we did our first 3G trials back in September and started selling 3G handsets in December last year. And the customer message is clear keep it simple, make it affordable and that's exactly what we have done.

"We are offering very compelling prices as a start, helping our customers manage their usage as they go along and adding value to the services they can enjoy with 3G ultimately. Our aim is to give our customers peace of mind so that they are willing to give 3G a try."

There will be no difference between 3G local video call and usual local voice call charges. Charges will be offset against the bundled airtime in each customer's current subscription plan. Customers on free incoming call plans will enjoy free incoming video calls.

With 3G, customers will enjoy data speeds of up to 384kbps, which is up to nine times faster than current GPRS (or 2.5G) speeds. However, SingTel customers can look forward to a retail 3G data charge that is 30% lower compared to the current retail GPRS charge.

SingTel will also introduce a range of 3G data packages to meet customers' varying needs and usage patterns.

Mr Lim said: "However, in the event that our customers exceed their normal pattern of usage, we have included a 'safety net' by capping the amount of data charges that can be incurred. They will not get a shock when they get their bill at the end of the month."

Customers have been able to purchase 3G handsets from hello! shops and authorised dealers since December 2004.

Now, SingTel's existing 2G mobile customers can enjoy 3G services without changing their subscription plans3. They simply need to purchase a 3G handset and have their SIM card converted to a 3G SIM card at any hello! shop or SingTel authorised dealers for free.

For the launch, SingTel will offer most of its 3G content free of charge. Video streaming charges will also be waived for a limited period. Video and game downloads will be charged based on the lower 3G data rate.

Customers can immediately access 3G content ranging from local productions such as the Jack Neo Channel and 3G Video Club, to offerings from Hong Kong's TVB channel and news programmes such as CNA Live and Reuters TV. There will also be self-created content submitted by members of the public for the Citizen Reporter and Singapore's Funniest Home Videos channels.

SingTel is also offering hundreds of the latest music videos for viewing and thousands of music tracks to personalise users' mobile phones with.

Apart from compelling pricing and content, SingTel customers will be able to enjoy 3G international services.

They can make international video calls to 31 networks in 19 countries. Those travelling to Japan will also be able to enjoy roaming services with their 3G handsets. Japan is one of 12 countries (15 networks) where SingTel 3G customers can continue to use 3G services such as video calls, video streaming and high-speed data access.

SingTel is positioning its 3G service as going beyond the mobile sphere. This will be driven by a new marketing initiative called '3loGy'.

Mr Lim said: "The advantage of 3G is not just between a 3G mobile phone and another 3G mobile phone. As a full service provider, SingTel can extend the benefits of 3G, such as video calls, to our fixed line and broadband Internet customers as well. To encourage this video communication across the three platforms, we will be creating attractive packages and equipment bundles for our customers.

SingTel will be selling fixed line video phones and launching plans for fixed line and SingNet broadband customers to enable them to enjoy video call.

"We intend to seed 3G among the masses. So our customers can look forward to more content and more services that will be rolled out in the coming months."

Customers will benefit from the lower 3G data rate with immediate effect while video call charges will commence from 1 March 2005.