Building the start-up spirit

THIS August, SingPost will quietly terminate a service it experimented with three years ago.

Then, it introduced its Post-a-card application for iPhones and Android devices that made it easy for people to take a picture while on holiday and send it as a postcard to their loved ones back home. "That's pretty cool, but the consumer didn't think so," says chief executive Wolfgang Baier.

"The investment was very small. We think big, act small. We're extremely frugal. Every expense over S$10,000 needs to go on my table," he notes.