Singapore Telecommunications-2016 Annual Report: Transforming with You


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Name of Organization / Company: Singapore Telecommunications, Singapore

Category: Award for Innovation in Annual Reports

Entry Title: Singtel's 2016 Annual Report: Transforming with You


About Singtel

Singtel is Asia's leading communications and ICT solutions group. Headquartered in Singapore, Singtel provides a complete and integrated suite of services, including mobile, broadband and TV to consumers, and offers a complementary array of workforce mobility solutions, data hosting, cloud, network infrastructure, analytics and cyber-security capabilities to businesses.

The Group has presence in Asia, Australia and Africa with about 630 million mobile customers in 23 countries, including India, Indonesia, the Philippines and Thailand.

TRANSFORMATION – the over-riding theme

The info-communications industry in which we operate is fast evolving given the speed at which technology and media are converging. Our annual report, based on the theme ‘Transforming With You’, throws the spotlight on our efforts to respond to these changes by transforming ourselves from a traditional telecoms company to a communications company that speaks to the needs of both our retail and business customers. This transformation process is captured variously through the annual report from the big picture snapshot of ‘137 Years of Transforming with You’ at the very start to the introduction of the Singtel Group in the ‘Who We Are’ pages which explains Singtel’s new positioning and throughout the later chapters on our core and digital businesses.

SUSTAINABILITY – a new theme reflecting a new priority

Shareholders and stakeholders are no longer just interested in our financial performance. They are also interested in our social performance – how we protect the consumer, how we give back to society, how we look after the environment, how we address workplace diversity, how we help our youth navigate the internet. As a responsible corporate citizen – these are issues that are important to us.

This is why, for the first time in the history of our Annual Reports, we decided to give readers a holistic view of just how we create value. A two-page info-graphic spread illustrates the value we create for our customers, shareholders, employees and communities in which we operate.

As people or employees lie at the heart of our company, we also showed a cross-section of our staff from our various Business Units, ranging from Consumer to Enterprise to Digital. We showed them on a typical work day and interviewed them for quotes on what they did and what about their jobs they enjoyed. This not only reflects the range of our complex businesses and helps people better understand what kind of company Singtel is, it also personalises and pays tribute to the people who work diligently behind the scenes, enabling Singtel to do its best for customers.

With most people typically more accustomed to traditional staid old annual reports, our attempts at innovating the annual reporting to better represent our company vision made the media sit up and take notice.

This new focus also dovetailed nicely with our separate efforts in sustainability reporting which gives our shareholders much-needed insights into how we manage the business holistically.

More Accessible Format

As attention spans have shrunk due to our increasingly digital lifestyles and people no longer have appetites for lengthy text, we have gone big on infographics, both in print and online, we have adopted a more visual, reader-friendly approach by using more photos, graphics and diagrams.

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