Investors, grab your popcorn: StarHub, Singtel are trying to boost their entertainment value

SINGAPORE telcos, once known for their embrace of "quad-play" product bundling, have been revamping their entertainment strategy with fresh attention paid to digital content.

Rather than offering over-the-top (OTT) subscriptions as add-ons to mobile, broadband or pay-television bundles, recent moves show that telcos are now approaching OTT services as a product in their own right - a promising rethink in a challenging environment for revenues.

Next, they must have the resolve and purpose to execute a full-fledged strategy for such content, especially as the pivot to OTT services and the demise of pay-TV seem inevitable.