Cheap data plans, no lock-in periods and customer service that tangibly serves the customer. Those were the offerings that would set Singapore mobile virtual network operator Circles.Life apart from the telco competition. At least in 2016.
With an all digital backend and no physical stores, Circles offered a new experience to customers tired of dealing with incumbent telcos, who made them jump through hoops and wait at physical locations for their turn. “If you look at the telco industry, there’s a huge amount of value being generated. But if you look at the consumer experience, they’re horrible,” Circles co-founder Rameez Ansar had said in a previous interview.