Name: 認識這家新加坡電信公司的顛覆者，他擁有病毒式營銷的訣竅 (Meet the Singapore-based telco disruptor with the knack for a viral campaign)
Uploaded: 2025-10-25T18:06:18.000Z
Duration: 15 min

It's a tech company with an ambition to shake up the telco industry.

這是一家有志於顛覆電信產業的科技公司。

I think for the longest time, you know, the telco industry has been talking about the same challenge but not doing much.

我認為長久以來，電信產業一直在談論相同的挑戰，但卻沒什麼實際行動。

程度副詞

Their customer support is very inaccessible.

他們的客戶支援非常難以聯繫。

They don't get the value that they should get from, you know, telco operators.

他們從電信營運商那裡沒有獲得應有的價值。

We've tried to bring people and help them imagine or reimagine.

我們試圖引導大家想像或重新構想。

How do you do marketing and how do you engage customer in a different way?

如何以不同的方式進行行銷並吸引客戶？

We will always be unconventional in the market.

我們在市場上將永遠是非傳統的。

Unconventional meaning we don't want to look like any other telco brand per se.

非傳統的意思是，我們本身不想看起來像任何其他的電信品牌。

So we want it to be genuine, but yet a little part rebellious.

所以我們希望它是真誠的，但又帶有一點叛逆。

當然，我們不可能討好所有人。

If you're putting out something that has to please everyone, we'll only have vanilla in the world and vanilla is a boring flavor.

如果你想做的事情必須討好所有人，那世界上就只會有香草口味，而香草口味是很無聊的。

So how does a young company take on the big guys?

那麼，一家年輕的公司要如何挑戰大公司呢？

Over the years, modern technologies and customers expectations have redrawn the landscape of telecommunications.

多年來，現代科技和客戶期望已經重新塑造了電信產業的格局。

And now one company is looking to tear up the rule book yet again.

現在有一家公司打算再次打破常規。

I'm Lin Lin and for this edition of Marketing Media Money, we'll be exploring the strategies behind tech company Circles.

我是林林，在本期的行銷媒體金錢（Marketing Media Money）節目中，我們將探討科技公司 Circles 背後的策略。

Based in Singapore, Circles was founded in 2014 with an ambitious goal of becoming a disruptor in the telco space.

Circles 成立於 2014 年，總部位於新加坡，其雄心勃勃的目標是成為電信產業的顛覆者。

Its business is divided into two key units, a mobile network and a software.

它的業務分為兩個關鍵部門：行動網路和軟體。

As a service department, both look to revolutionize the customer experience, which Circles believes for most telco consumers is still not a satisfying one.

作為一個服務部門，兩者都致力於徹底改變客戶體驗，Circles 認為對大多數電信消費者來說，這種體驗仍然不令人滿意。

I caught up with co founder Ramyz Ansa as the company celebrates its 10 year anniversary.

我聯繫了共同創辦人 Ramyz Ansa，因為公司正在慶祝成立十週年。

Ramee，很高興今天能跟你聊聊。

I wanted to start off by asking you that as the founder of what was the intention?

我想先問你，身為創辦人，當時的初衷是什麼？

Well, thank you for that question because, you know, 10 years in, that's one question that keeps us coming back to work.

嗯，謝謝你問這個問題，因為你知道，十年了，這仍然是促使我們繼續來工作的問題之一。

If you remember the time when you'd get billed $100 and not know why you're paying for it, you'd queue up in a long queue just to get your bill paid.

如果你還記得以前會收到一張 100 美元的帳單，卻不知道為什麼要付錢，還得排長隊才能繳費的時代。

When you look deeper, it's actually to do with the industry structure and it really boils down to the technology that they have actually built over time, legacy over legacy, and

當你深入探究，其實是跟產業結構有關，而且歸根究柢是他們隨著時間建立的技術，一層一層的舊有系統，

that ended up being for them, not being able to compete.

And that meant they didn't serve the customers better.

這意味著他們沒有更好地服務客戶。

And we started in Singapore because it's home.

我們從新加坡開始，因為那是我們的家。

But reality is this problem Exists everywhere else.

但現實是這個問題在其他地方也普遍存在。

How has the company been able to disrupt the telco industry in the last decade?

在過去十年裡，這家公司是如何顛覆電信產業的？

You know, in a traditional, typical telco, you need to use 250 pieces of software stack stitched together, you know, in a clunky way to give you the experience as a customer.

你知道，在傳統的、典型的電信公司裡，你需要將 250 套軟體堆疊起來，以一種笨拙的方式組合，才能提供客戶體驗。

That doesn't work, especially in a world where people expect much more from a customer experience perspective.

這行不通，尤其是在一個人們對客戶體驗期望更高的世界裡。

We made people understand that if you want to transform an industry, it goes down to changing your entire way you think about your technology.

我們讓人們明白，如果你想轉型一個產業，這就取決於改變你對科技的整個思維方式。

So if you want to compete in this tech world from telco, you have to compete with the right tools.

所以，如果你想在電信科技的世界裡競爭，你就必須使用正確的工具。

In 2016, the company launched its first product Circle's Life in Singapore and made waves for their unconventional marketing strategy.

2016 年，該公司在新加坡推出了首款產品 Circle's Life，並以其非傳統的行銷策略引起轟動。

One of its unique propositions is the lack of a physical store.

它獨特的主張之一是沒有實體店面。

Customers are instead presented with a fully digital telco experience where all the interactions are done via the company's website or mobile app.

客戶取而代之的是一個全數位化的電信體驗，所有互動都透過公司的網站或行動應用程式完成。

When we launched in Singapore, we didn't even have a phone call and I have to say it caused panic in the industry among the regulators.

我們在新加坡推出時，甚至沒有電話，我必須說這在監管機構之間引起了業界的恐慌。

And how is it possible that a telco company is going to launch without a phone line to call in?

一家電信公司怎麼可能在沒有電話可以撥打的情況下推出服務？

And we said actually what does a phone line really do?

我們說，實際上電話到底能做什麼？

Makes you wait and makes you wait for a long time and doesn't really address your problem and then you have to repeat your problem three times.

它讓你等待，讓你長時間等待，而且並沒有真正解決你的問題，然後你必須重複說三次你的問題。

So we launched with the chat service and actually it was a big success and actually customers preferred that over talking on the phone.

所以我們推出了哈拉服務，事實證明這是一個巨大的成功，實際上客戶更喜歡這樣，而不是打電話。

And what I mean to say is as we scaled and grown, how can we just rethink every part of the value chain?

我的意思是，隨著我們規模的擴大和成長，我們該如何重新思考價值鏈的每一個環節？

So we started from a totally digital world, but

所以我們從一個完全數位化的世界開始，但是

even when we touch retail, we're trying to reimagine that part.

就連我們接觸到零售業時，也在試圖重新構想那一部分。

What is the purpose of retail and what should it do?

零售業的目的是什麼？它應該做什麼？

All this is possible thanks to its proprietary technology, which is also called Circles.

這一切都要歸功於它的專有技術，也就是 Circles。

The company says the eponymous operating system gives it the agility to launch new products quickly and operate more efficiently with less infrastructure.

這家公司表示，同名的作業系統讓他們能夠靈活地快速推出新產品，並以更少的基礎設施更有效率地營運。

Our biggest value proposition is that it's an end to end technology platform, that you will only need one system to be able to do all the jobs that you need to do and it's easily configurable.

我們最大的價值主張是，這是一個端對端的技術平臺，你只需要一個系統就能完成所有你需要的工作，而且它很容易設定。

So we take away a lot of the usual typical system integration complexity and you know, and

所以我們消除了許多通常的系統整合複雜性，還有

system silos from the telco operator standpoint to allow them to really rapidly test the market, launch new features and serve their customers in a lot more flexible way and transparent way, which is quite different from how traditional telcos will operate.

從電信營運商的角度來看，系統孤島，讓他們能夠真正快速地測試市場、推出新功能，並以更靈活、更透明的方式服務客戶，這與傳統電信營運商的營運方式截然不同。

Leveraging on Circles Life and Circles as the blueprint, the company has taken its digital and technological expertise to other regions, partnering with local telcos to help them launch new products.

公司以 Circles Life 和 Circles 為藍圖，將其數位和技術專業知識推廣到其他地區，與當地電信營運商合作，協助他們推出新產品。

The company's partnerships include KDDI in Japan E and in Pakistan.

該公司的合作夥伴包括日本的 KDDI 和巴基斯坦的。

With more in the pipeline, the technology platform is now its core business.

隨著更多計畫進行中，這個技術平臺現在已成為其核心業務。

If you think about Circles as a software provider, our proposition is really about saying hey, you've got to take out this legacy infrastructure and then bring this full stack technology SaaS solution.

如果把 Circles 想成是軟體供應商，我們的訴求就是：嘿，你得移除這些舊的基礎架構，然後導入這套全端技術 SaaS 解決方案。

And what it does is it allows you to compete but actually get some real outcomes in terms of net promoter score so the customers are more engaged and happier in terms of revenue.

這樣一來，你就能競爭，而且在淨推薦分數上能看到實際成效，客戶會更投入，營收也會更好。

So for each revenue you should get more 10 to 20% more revenue but also radically reduce your cost structure because running clunky software is expensive, maintaining it is expensive and these are real meaningful value proposition because it not just makes you leaner but better and only technology helps you achieve those two things right?

所以，每筆營收你應該能多賺 10% 到 20%，同時大幅降低你的成本結構，因為運行笨重的軟體很貴，維護也很貴，這些都是真正有意義的價值主張，因為它們不僅讓你更精簡，也讓你更好，而只有科技能幫助你達成這兩件事，對吧？

How can you compete better at lower cost?

如何在更低的成本下更好地競爭？

Circles often gets people talking with its tongue in cheek and sometimes provocative ad campaigns.

Circles 經常透過帶點幽默感、有時甚至帶點挑釁的廣告活動引人注目。

It's important that we are bold, provocative in what we do and we stand out from the rest so we're really talking to customers in a language and tone they understand and they resonate with.

我們做的事情要大膽、有挑釁性，而且要脫穎而出，這很重要，所以我們是用客戶能理解並產生共鳴的語言和語氣來跟他們溝通。

And what are the key elements here when we talk about bold and provocative?

而當我們談論大膽和挑釁時，關鍵要素是什麼？

I think if I were to put our marketing playbook in one word, I'll call it fun.

我想如果我必須用一個詞來形容我們的行銷策略，我會稱之為「有趣」。

It's an Akron for being fast paced in our speed of execution, being unconventional in our approach, how we solve problems and being numbers driven is the end in everything that we do.

這代表了我們執行速度的快，我們解決問題方法的非傳統，以及我們在做所有事情時都以數據為導向。

From the $3 baller campaign in Singapore to the middle finger sculpture in Australia, the company's cheeky campaigns have become synonymous with the provocative, unconventional.

從新加坡的 3 美元活動到澳洲的中指雕塑，這家公司這些大膽的廣告活動，已經成為挑釁、非傳統的代名詞。

These are some of the words that are used to describe your marketing strategy.

這些就是用來形容你行銷策略的一些詞彙。

Has there ever been any kind of backlash or concern around some of the marketing campaigns?

過去有沒有因為某些行銷活動而引起過任何反彈或擔憂？

We had to take a side for us being provocative or unconventional, as I think that's what you put.

我們必須選擇要挑釁或非傳統，因為我認為這就是你所說的。

But we have I guess managed to phase out bad PR as to what they usually call it, right?

但我想我們設法將他們所謂的負面公關給轉化掉了，對吧？

To turn them into positive messages for our audience.

將它們轉化為對我們觀眾的正面訊息。

We of course acknowledge that not every campaign is going to resonate with everyone, but

我們當然承認不是每個活動都能引起每個人的共鳴，但

that's also where we are also different, where Circle's life is ready to take a stand.

這也是我們與眾不同的地方，Circle's life 準備好挺身而出。

We're ready to say what people don't want to hear.

我們準備好說出人們不想聽的話。

How do you respond though, to campaigns that perhaps might generate some criticism?

不過，對於那些可能引起一些批評的活動，你們又是如何回應的呢？

Or does the old adage apply that all publicity is good publicity.

或者，是否適用那句老話，所有宣傳都是好的宣傳？

I think fundamentally, in a noisy environment that we live today, it is important that our message cuts through the noise and the clutter.

我認為，在我們現今這個嘈雜的環境中，最重要的是我們的訊息能夠穿透噪音和雜亂。

So, yes, we do have to say something provocative, something that cuts through from time to time and it is polarizing.

所以，是的，我們確實需要說一些有挑釁意味的話，一些能不時脫穎而出且引起兩極化反應的話。

But the important thing here is to understand our core consumers very well and make sure what we say resonates with the values of our core customers.

但這裡重要的是要非常瞭解我們的核心消費者，並確保我們所說的話能與我們核心客戶的價值觀產生共鳴。

Of course, we cannot please everybody if you're putting out something that has to please everyone.

當然，如果你想討好所有人，那是不可能的。

We'll only have vanilla in the world and vanilla is a boring flavor.

世界上就只會有香草口味，而香草口味是很無聊的。

To prove that it's a telco that prioritises the customers, the company launched the award winning Big Price Freeze campaign to help support its Australian customers who are feeling the pinch from the rising cost of living.

為了證明這是一家重視客戶的電信公司，該公司發起了屢獲殊榮的「Big Price Freeze」活動，以幫助支持那些因生活成本不斷上漲而感到拮据的澳洲客戶。

Was that really about kind of just reading the room of everyday Australians dealing with inflation, dealing with the cost of living crisis and sort of capturing that side of the market?

這真的是在瞭解澳洲民眾面對通膨、生活成本危機的現況，並試圖抓住這塊市場嗎？

Interest was July 2022 and inflation was surging around the world, including in Australia.

當時是 2022 年 7 月，全球通膨都在飆升，澳洲也不例外。

And it was a huge topical point in social media.

這在社群媒體上是個非常熱門的話題。

And interestingly enough, the big telcos in Australia, the biggest telcos who are also the biggest employers in the country, they were raising prices, quoting inflation as the main reason, and

有趣的是，澳洲的大型電信公司，也是該國最大的僱主，他們卻在漲價，並以通膨為主要理由，

we saw a consumer backlash against it because Australia already is one of the markets with the highest telco price plans in the world.

我們看到消費者強烈反彈，因為澳洲的電信方案價格本來就已經是全球最高的市場之一。

We said we thought we could do something siding with customers.

我們認為我們可以做些什麼來支持客戶。

Within a span of three weeks, we went to market with a guerrilla marketing stunt where we said, anybody who comes to circles, we freeze their prices for the next 18 months.

在三週內，我們推出了一個非傳統的行銷活動，我們說，任何加入 circles 的人，我們將為他們凍結價格 18 個月。

And we are able to do it because we are technology enabled.

我們做得到是因為我們有科技支援。

We are able to absorb that cost because of our efficient operating model and we are freezing our prices.

由於我們高效的營運模式，我們能夠吸收這項成本，並且我們正在凍結我們的價格。

字幕列表影片播放

認識這家新加坡電信公司的顛覆者，他擁有病毒式營銷的訣竅 (Meet the Singapore-based telco disruptor with the knack for a viral campaign)

strategy

quote

experience

infrastructure