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Simba Telecom

SIMBA Telecom Pte. Ltd. is a Singapore-based operating as the country's fourth fully licensed , providing plans, broadband services, and enterprise connectivity solutions with full and spectrum rights. Established in 2016 as TPG Singapore, the company secured Singapore's fourth through a , entering the market as a challenger to incumbents , , and M1. It initially focused on offering competitive, low-cost services to disrupt the market, backed by Australian investor David Teoh's group. In 2022, following the expiration of its branding rights to the TPG name, it rebranded to SIMBA Telecom to evoke strength and a connection to 's "Lion City" heritage. As the primary operating entity of Tuas Limited (ASX: TUA), has grown to emphasize reliable, high-quality networks while maintaining affordability, with offerings including high-speed 10Gbps fiber broadband, unlimited data mobile plans, and packages tailored for seniors and frequent travelers. The company holds a significant position through its assets and partnerships, serving both consumer and business segments with a commitment to innovation in deployment. In August 2025, announced an agreement to acquire Limited from Keppel Corporation for approximately S$1 billion (US$779 million), which, if approved, would mark Singapore's first major consolidation in years. As of November 2025, the deal remains subject to regulatory approval by the (IMDA), following a in October amid concerns from competitors and regulators about potential impacts on competition and affordable plans. Approval could position as a stronger contender with an expanded customer base and infrastructure, potentially reshaping the competitive landscape of Singapore's sector.

Corporate background

Founding and rebranding

Simba Telecom traces its origins to , when Pte Ltd was established as a wholly-owned of the Australian telecommunications company Limited. The new entity successfully bid S$105 million in the (IMDA)'s New Entrant held on December 13–14, , securing provisional allocation of 60 MHz of spectrum reserved for a fourth : specifically, two lots of 2×5 MHz in the 900 MHz band and eight lots of 5 MHz in the 2.3 GHz band. This acquisition positioned TPG Singapore to enter 's mobile market, which had been dominated by three established operators—, , and —by building infrastructure for high-speed services. In April 2017, IMDA granted TPG Singapore a Facilities-Based Operator (FBO) licence, authorizing it to deploy and operate its own telecommunications network and facilities in . The licence imposed specific rollout obligations, including achieving nationwide 4G LTE coverage across the entire island (encompassing tunnels and platforms) by December 31, 2021, and, under its 2.1 GHz spectrum rights, deploying 95% nationwide outdoor coverage using a standalone network by December 31, 2026, to ensure competitive service quality and accessibility. From inception, TPG Singapore's emphasized constructing a low-cost, data-centric mobile network aimed at disrupting the incumbent operators through aggressive pricing on data-heavy, SIM-only plans, targeting price-sensitive consumers and fostering greater market competition. The company underwent a significant in April 2022, changing its name to Telecom Pte Ltd after the two-year usage rights for the TPG brand expired. The new identity drew inspiration from the word "Simba," meaning lion, evoking strength and a thematic connection to Singapore's symbol, while reinforcing its commitment to delivering affordable, no-contract mobile plans that prioritize value and flexibility for users. This coincided with expansions in presence and capabilities, solidifying Simba's role as a challenger in the sector.

Ownership and leadership

Simba Telecom Pte Ltd is wholly owned by Tuas Limited (ASX: TUA), an Australian telecommunications company listed on the Australian Securities Exchange. Tuas Limited was incorporated in 2020 following the merger of its former parent, TPG Telecom, with Vodafone Hutchison Australia, allowing the Singapore operations to operate independently under Tuas. The company is controlled by billionaire David Teoh, who serves as Executive Chairman of Tuas Limited and holds significant influence through his associated entities, such as Tsh Holdings Pty Ltd. Leadership at Simba Telecom is headed by Richard Tan, appointed in his role since at least 2019 when he served as General Manager of the predecessor entity, TPG , bringing extensive experience in operations including B2C and B2B services. The , drawn primarily from Tuas Limited, includes as Chairman, alongside non-executive directors Bob Teoh, Sarah Kenny, Craig Levy, and Joanna Ong Joo Mien, who oversee strategic decisions with a focus on operational cost efficiency to support Simba's low-price mobile plans. Financial backing for originated with an initial investment from , including a S$105 million bid to secure the fourth mobile network license and 60 MHz of spectrum in Singapore's 2016 auction. Ongoing funding, provided through Tuas Limited, supports network expansion, exemplified by a A$416 million equity raise in 2025 to finance infrastructure enhancements and the proposed acquisition of M1's telecom business. As a full Facilities-Based (FBO), Telecom is regulated by the (IMDA) under Singapore's Telecommunications Act, ensuring compliance with standards for network deployment, service quality, and competition safeguards. In relation to the 2025 proposed acquisition of , adheres to IMDA's merger review processes, including a held from October to November 7, 2025, to assess impacts on market competition and consumer interests, with submissions highlighting concerns over reduced competition and potential harm to consumers; a regulatory decision remains pending as of November 2025.

Historical development

2016–2019: Establishment as TPG Singapore

In December 2016, Pte Ltd emerged as 's fourth by winning the conducted by the (IMDA), securing 20 MHz of spectrum in the 900 MHz band and 40 MHz in the 2.3 GHz band for S$105 million. This acquisition provided the foundation for deploying LTE-Advanced networks, offering enhanced capacity and coverage potential in urban environments. The spectrum rights became effective from April 2017, with a 15-year term until 2032. In April 2017, further expanded its holdings by bidding S$23.8 million for an additional 10 MHz in the 2.5 GHz band during the IMDA's , bringing its total to 70 MHz and supporting higher-speed data services. These allocations positioned to compete in the while prioritizing initial in densely populated areas. TPG partnered with Technologies for core network equipment and site construction, aiming to accelerate the rollout in key urban zones such as central business districts and residential hubs. The collaboration focused on integrating Huawei's (RAN) solutions to enable efficient deployment, with TPG handling much of the build internally to control costs and timelines. In April 2017, IMDA granted TPG a Facilities-Based (FBO) , authorizing the company to own and operate facilities. As part of the conditions, TPG committed to achieving nationwide outdoor 4G coverage by December 31, 2018, along with subsequent milestones for in-building, road tunnel, and MRT underground coverage by 2019 and 2021, respectively. These regulatory approvals marked key steps in establishing TPG's operational framework, though the company also intended to leverage its fixed expertise from its parent to inform mobile infrastructure strategies. The establishment phase encountered significant challenges, including protracted site acquisition processes and delays, as TPG navigated regulatory approvals for tower installations and negotiations with owners in a land-scarce environment. Internal integration and testing of network components, without relying heavily on external contractors, further slowed progress. reached approximately S$147 million by 2019. Consequently, TPG did not launch commercial mobile services until March 2020, missing its initial coverage targets and allowing incumbents additional time to strengthen their positions.

2020–2021: Commercial launch

, operating as Singapore's fourth , concluded its extended free trial program and initiated commercial services in late March 2020. The company launched its inaugural paid mobile plan on March 31, 2020, featuring 50 GB of data for SGD 10 per month on a no-contract, SIM-only basis, accompanied by 300 local call minutes and 30 local SMS. This offering was marketed as the market's most cost-effective high-data option, aimed at value-seeking consumers including budget-conscious individuals and flexible users such as digital nomads. Building on feedback from its pre-commercial free trial, which began in December 2018 and enrolled over 400,000 users with daily unlimited data up to 2 GB at no cost for 12 months, TPG emphasized seamless transitions for existing participants to paid plans. The rollout included app-based activation and support for instant connectivity, promoting hassle-free onboarding without physical store visits. Marketing campaigns highlighted the no-contract flexibility and affordability to differentiate from established competitors, driving initial adoption among younger demographics and heavy data users. By the end of 2021, TPG had achieved compliance with (IMDA) mandates, attaining over 99% outdoor population coverage for services and full coverage across all lines and underground stations. This met regulatory deadlines for nationwide street-level and indoor accessibility using its pre-launch holdings in the 700 MHz and 2.5 GHz bands. Concurrently, the operator commenced initial non-standalone (NSA) market trials in September 2021, leveraging 2.3 GHz and mmWave in select urban locations to test enhanced speeds and prepare for broader deployment. The launch strategy's focus on disruptive pricing and digital simplicity yielded strong early traction, with paid active subscribers surpassing 100,000 within the first year and reaching 392,000 by July 2021. This growth underscored TPG's success in capturing through targeted promotions and reliable basic coverage.

2022–2025: Expansion and proposed M1 acquisition

Following its rebranding from TPG Telecom to SIMBA in April 2022, the company experienced significant subscriber growth, reaching approximately 1 million mobile subscribers by early 2024. This surge was fueled by the launch of 5G non-standalone (NSA) services in October 2022 and the subsequent rollout of 5G standalone (SA) capabilities in the first half of 2023, which enabled enhanced network speeds and attracted budget-conscious consumers seeking affordable high-speed connectivity. By January 2025, SIMBA's active monthly paid mobile subscribers had grown to 1.16 million, reflecting a 10% increase from the previous year and underscoring its competitive positioning in Singapore's telecom market. SIMBA accelerated its network expansion to meet the (IMDA) mandate for full islandwide standalone coverage by the end of 2026. The operator achieved over 60% population coverage for NSA by the end of 2023 and expanded to more than 95% standalone coverage by mid-2025, prioritizing urban and high-traffic areas to support emerging use cases like (IoT) applications. As part of this buildup, SIMBA invested in advanced network infrastructure, including capabilities to enable low-latency IoT services for enterprises, positioning the company for growth in data-intensive sectors such as and . In August 2025, announced a major strategic move with an agreement to acquire Keppel's 83.9% stake in Limited's business for an enterprise value of SGD 1.4 billion (approximately USD 1.05 billion). The deal, subject to regulatory approval, aims to consolidate 's market presence by integrating 's established infrastructure and 1.2 million mobile subscribers, creating Singapore's second-largest mobile operator behind . In October 2025, IMDA launched a on the proposed acquisition, focusing on potential competition impacts, during which and committed to maintaining popular affordable mobile plans priced at SGD 10 and SGD 12 for at least two years post-merger to ensure consumer choice and price stability. As of November 2025, the consultation remains ongoing, with no final decision issued.

Operations and infrastructure

Network technology and coverage

Simba Telecom operates a mobile network utilizing a combination of low-band and mid-band to provide coverage and across . Its holdings include 20 MHz in the 900 MHz band for enhanced coverage, 40 MHz in the 2.3 GHz band, and 10 MHz in the 2.5 GHz band for , as allocated under its /IMT-Advanced and Spectrum Right issued by the (IMDA). For services, the company holds 20 MHz in the 2.1 GHz band and 800 MHz in the mmWave (26.3–26.7 GHz and 29.1–29.5 GHz), supporting higher- deployments in urban areas. The network's technology stack is built on LTE-Advanced, incorporating to combine multiple frequency bands for improved data speeds and efficiency. Simba launched non-standalone (NSA) services in January 2022, leveraging its existing core with radio access to enable faster connectivity. By 2024, the company transitioned to standalone (SA) architecture, supporting ultra-reliable low-latency communications (URLLC) and enhanced , with full SA deployment achieving better than 95% coverage as of July 2025. As of 2025, Simba's network provides 99% nationwide outdoor population coverage, certified by IMDA, ensuring broad accessibility across urban and suburban areas. Its SA network covers over 95% of the population, with ongoing densification through in high-traffic zones to optimize performance.

Services and mobile plans

Simba Telecom offers a range of prepaid and postpaid plans designed for affordability, featuring high allowances without long-term contracts. The core plans start at SGD 5 per 30 days for the Seniors Plan with 400GB of , including in , , and , while standard options begin at SGD 10 for 400GB and SGD 12 for 500GB, both on a rolling 30-day basis. Higher-tier plans scale up to SGD 25 for 700GB, with all providing unlimited national calls and 100 local . These plans support activation for seamless setup and are available for both personal and business use. Value-added services enhance the offerings with included international roaming data—3GB across 60+ countries on entry-level plans, expanding to 8GB or more on higher tiers—and additional APAC roaming packs for destinations like and . Customers receive 500–600 IDD and local fixed-line minutes depending on the plan, along with free to other numbers and optional Super IDD packs for extended international calling at SGD 5. Digital integration allows for easy bill payments and management via the Simba app, promoting a contract-free, low-churn experience. In 2023, launched 5G-optimized plans, enabling seamless access to its 5G network for compatible devices without additional fees, focusing on high-speed data for streaming and connectivity. Following the proposed acquisition of in 2025, Simba committed to retaining its popular SGD 10 and SGD 12 plans for new subscribers for at least two years, ensuring continued affordability. These services target budget-conscious users, including millennials, seniors, and small-to-medium enterprises (SMEs), by emphasizing generous data quotas at low prices to minimize overage fees and support digital lifestyles.

Market position

Subscriber base and growth

Simba Telecom's subscriber base has shown steady growth since its commercial launch in 2020 as TPG Singapore. By July 2021, it had reached 392,000 subscribers, reflecting early adoption driven by competitive entry-level plans. This figure grew to 487,000 by the first half of fiscal year 2022, following its rebranding to Simba. The company achieved a key milestone of 1 million subscribers by early 2024, surpassing 10% market share amid intensified price competition. By mid-2024, the base stood at 1.05 million, and it expanded to 1.16 million mobile subscribers by January 2025, with further growth to 1.254 million by September 2025. The primary driver of this expansion has been Simba's aggressive pricing strategy, offering high-data plans at significantly lower costs than incumbents, which fueled a year-over-year subscriber increase of approximately 30-40% in 2024. This approach resulted in a gross mobile (ARPU) of SGD 9.60 for fiscal year 2025, well below the industry average of around SGD 20. Customer acquisition has predominantly occurred through digital channels, with online sign-ups facilitated via the company's website and app, enabling seamless activation and broad accessibility. Retention efforts emphasize flexible, no-contract plans that appeal to price-sensitive users, contributing to consistent net additions of over 100,000 subscribers per half-year period since 2022. Simba's focus on prepaid services has supported a subscriber mix heavily weighted toward this segment, aligning with its low-cost model. Looking ahead, the proposed acquisition of M1's telecom operations, if approved by regulators, could significantly boost Simba's base by integrating M1's approximately 2.09 million subscribers, potentially creating a combined total of around 3.3 million and positioning Simba as Singapore's second-largest operator by customer numbers.

Competition in Singapore telecom

The Singapore telecommunications market operates as an dominated by four major mobile network operators: , , , and Simba Telecom. As of early 2025, commands the largest share at approximately 39% of the postpaid mobile subscriber market, followed by at around 23%, at 24%, and Simba at 14%. Simba has positioned itself as a market disruptor by emphasizing aggressive pricing strategies, particularly its low-cost, high-data SIM-only plans that undercut traditional offerings from incumbents. Simba's competitive edge lies in its focus on data-intensive, unbundled plans, such as those providing 50GB or more of local data for S$10 monthly, contrasting with the incumbents' emphasis on comprehensive bundled services that integrate with fixed , pay-TV, and device financing. This approach has appealed to price-sensitive and data-heavy users underserved by legacy packages. The proposed 2025 acquisition of by , if approved, would combine their operations to potentially elevate Simba's postpaid to 38%, intensifying rivalry with while raising concerns over . As of November 2025, the deal remains under IMDA review, with concerns from mobile virtual network operators (MVNOs) like about reduced wholesale access and potential harm to consumers, as well as comments from on the combined entity's spectrum advantages. The (IMDA) plays a pivotal role in regulating the sector to promote fair competition, including through mandatory approvals for mergers and enforcement of wholesale access obligations for network operators. Simba's entry in 2020 has exerted significant price pressure on the market, contributing to a notable decline in (ARPU) for incumbents and a broader reduction in mobile data tariffs, with per-GB costs dropping over 90% compared to pre-2020 levels for comparable plans. IMDA's ongoing on the Simba-M1 deal, extended into late 2025, specifically examines potential impacts on wholesale access for mobile virtual network operators (MVNOs), ensuring continued competition post-consolidation. Incumbents like and leverage fixed-mobile convergence strategies, offering integrated packages that bundle mobile services with home broadband and entertainment to retain customers in a maturing market. In response, has pursued -focused partnerships, including equipment collaborations for standalone network deployment and international agreements, achieving over 95% coverage by mid-2025 to enhance its mobile-only proposition without fixed infrastructure. These efforts aim to counter the bundling advantages of rivals through superior performance and cost efficiency.

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