• MyRepublic is differentiating itself from its bigger rivals by focusing on SMEs, a segment it says is underserved by larger players 
• The service provider is deploying AI tools, such as an automated sales co-worker, before offering the same applications to its customers
• MyRepublic is looking to expand into broader business support services for SMEs, including site security and payroll management

In an effort to differentiate itself from Singapore’s larger, established telcos, such as Singtel, StarHub and M1, competitive service provider MyRepublic is doubling down on its strategy to be the key comms and tech partner for the island state’s small- and medium-sized enterprise (SME) sector. 

“Typically, the bigger telcos would work on enterprise-level opportunities and canvas the consumer market on a very broad spectrum. However, we focus on niche segments. While we do have the capability to take on bigger enterprise [customers], we focus on the SME segment because this is an underserved market,” says Imran Nazi, head of enterprise ICT at MyRepublic.  

In addition to connectivity solutions, it also offers cybersecurity, cloud and AI-enabled services for the SME sector, which it began focusing on in 2022. MyRepublic currently has 8,000 SME customers in Singapore and is planning to develop vertical sector-specific services to grow its market share: The company is aiming to grow its enterprise revenues by 15% year on year. 

And there’s plenty of additional business to chase: According to Singapore’s Department of Statistics, there are more than 350,000 SMEs in the country.

MyRepublic’s products for SMEs are essentially divided into four segments: Internet of things (IoT); cloud; cybersecurity; and modern workplace. “In the next phase, we would go beyond providing a solution [by] providing support to SMEs by managing the operations for them,” explains Nazi. Its existing base of SME customers gives it the economies of scale that allow it to offer services at competitive rates.

MyRepublic’s AI play 

Like most service providers, MyRepublic is also using AI to better manage its operations and to optimise the customer journey. Apart from developing a ChatBot function for customer interactions, the company has also automated back-office processes.  

“One of our functions is an automated, or AI, sales coworker. The AI sales assistant helps generate and qualify leads, accelerating the sales cycle. It not only makes our teams more efficient but also speeds up my sales funnel,” explains Nazi. 

MyRepublic has also been procuring hardware from AI giant Nvidia, to enable it to offer AI server-as-a-service to its customers, and is replicating the internal AI sales coworker for its customers. “We have all the different models, so our customers can use us as the testing ground to create [applications that meet] their specifications.” And with regards to the AI sales coworker, MyRepublic has found that many SMEs “follow the same sales cycle and we are able to manage it for them,” explains Nazi.  

While MyRepublic does not focus on any particular industry vertical, it is exploring working with the Restaurant Association of Singapore and the Cyber Security Association of Singapore (CSA) to come up with AI-led initiatives designed for SMEs.  

Managed services

For its next phase of growth, MyRepublic is looking at supporting SMEs with a broader range of managed services that extend into general business operations. It already provides managed cybersecurity and is exploring the provision of broader security services, which may include CCTV, physical security and door-access systems, among others. 

“Currently, we are only looking into managing every aspect of IT for our customers. However, moving forward, I would also want to look into managing business-related aspects, like providing support with employee payroll and onboarding of new users,” says Nazi. 

In Singapore, the company faces competition from the three main established telco players, but StarHub won’t be too concerned if MyRepublic establishes itself as a larger player in the SME services sector as it acquired a 50.1% stake in MyRepublic’s Singapore operations in 2022. 

Besides products for the enterprise segment, MyRepublic also offers fixed and mobile broadband services to residential and retail subscribers where its strategy is also to target niche segments, such as gamers, to stand out and grow its market share in a hypercompetitive market. MyRepublic operates as a mobile virtual network operator (MVNO), using StarHub’s 5G network for its connectivity services.

In addition to Singapore, MyRepublic also has operations in Indonesia. 

– Gagandeep Kaur, contributing editor, TelecomTV