M1 refreshes brand with made-to-measure offers

M1 has debuted under a refreshed brand identity, supported by a full digital transformation and expected to change Singapore’s way of telecommunications through a made-to-measure offering backed by comprehensive digital transformation. 

The refreshed corporate colour symbolises that the best time is here for M1, while the “M” in the new M1 logo represents the heart of the new brand, which is “Made-to-Measure.”

As part of the brand refresh, M1 is also launching the “Be” campaign, an homage to seven unique Singaporeans who dared to embrace their individuality, following their own paths and passions. 

This campaign celebrates each individual’s distinctiveness and demonstrates M1’s belief in empowering customers to be their best, unique and authentic selves, supported by a brand that fits every need.

M1 is also unveiling new made-to-measure mobile plans and enhanced digital experiences at multiple touchpoints for customers.

The new M1 made-to-measure Bespoke mobile plans — Bespoke Flexi, Bespoke Contract and Bespoke SIM — can be customised in just three simple steps to fit every user’s individual needs.

Customers under the Bespoke Flexi and SIM plans, can also adjust their base plan as often as once a month for free.

Enhancing its in store experience, the refreshed M1 Shop will offer an interactive store layout and in-store virtual ambassador, Megan, to engage walk-in customers and provide assistance with personalised recommendations.

The new interactive lifestyle My M1+ app not only allows customers to manage their plans, it also enables customers to self-serve with a few clicks.

“We are doubling down on innovation and radical growth in our technology infrastructure to stay ahead in the digital landscape,” said Manjot Singh Mann, CEO of M1.

“Our new brand and promise to deliver individualised experiences, coupled with our advanced digital capabilities, will keep M1 at the forefront of building Singapore’s digital economy while driving real value to our customers,” he said.

M1’s digital transformation is enabled by its future-proof new technology stack which is able to integrate all aspects of its systems onto one digital platform.

The new platform’s capabilities include cloud-native applications, data analytics for actionable insights, automation and self-serve for efficiency, hyper-personalisation services.

This transformation is part of a two-year long journey which saw M1, working closely with its key shareholder, Keppel, to digitally overhaul all M1’s processes and offerings, with a customer-first approach.