FOR the first time since StarHub burst into the local telco scene in 2000, the "upstart" has overtaken its rival MobileOne (M1) for the No 2 spot in the mobile phone market here, with an estimated lead of 36,700 subscribers.
The number was calculated by subtracting the latest subscriber figures for SingTel and M1 from the total number of subscribers in Singapore provided by the Infocomm Development Authority (IDA see box). StarHub will release its official subscriber numbers next week.
The latest figures show that, out of the 3.99 million mobile subscribers here, StarHub had an estimated 30.8 per cent market share as of March 31, above M1's 29.9 per cent. SingTel still leads with 39.3 per cent, down marginally from 39.9 per cent in December.
Just a few months ago, StarHub was trailing M1 by 2,000 subscribers.
So, what caused the dramatic turnaround?
Analysts say it's a combination of an aggressive pricing strategy and a successful branding campaign that's gaining mindshare among consumers.