M1 Limited, a subsidiary of Keppel Corporation, has unveiled a new brand identity along with new made-to-measure mobile plans for its customers.

The telco, which is known for its catchy “Walking on Sunshine” advertisement in 2011, unveiled its new logo, which is in a lighter shade of orange than the previous one.

According to the telco, the new corporate colour is inspired by the “golden and magical hour of the day”, symbolising that the best time is here for M1.

In photography, the golden hour refers to the brief period that occurs shortly after sunrise or just before sunset, which produces a warm glow.

The M in the new logo represents the brand’s new pivot to made-to-measure packages, driving home its commitment to being a customer-centre company.

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Following the brand revamp, M1 has unveiled new made-to-measure mobile plans, following the success of its first made-to-measure offerings in 2019.

The new bespoke mobile plans – Bespoke Flexi, Bespoke Contract and Bespoke SIM – can be customised in three steps to fit every user’s needs.


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These plans will begin from $15.95, and will allow M1 users to adjust features such as their upfront payment amount, the data bundle and voice minutes that they require. Customers under the Bespoke Flexi and SIM plans can adjust their base plan as often as once a month for free.

M1 is the only telco in Singapore so far to offer this degree of personalisation to its customers.

Furthermore, M1 is revamping its digital experience across its physical and digital products, including a refreshed in-store experience with an interactive store layout and in-store virtual ambassador.

The new My M1+ app will also enable customers to self-serve.

“In the past 25 years, M1 has successfully established itself as a leader in Singapore’s telecommunication industry. We have pioneered many firsts and gone through various cycles of disruption, but this is by far the most significant in terms of both scale and potential,” says M1 CEO Manjot Singh Mann.

“Today, we are doubling down on innovation and radical growth in our technology infrastructure to stay ahead in the digital landscape. Our new brand and promise to deliver individualised experiences, coupled with our advanced digital capabilities, will keep M1 at the forefront of building Singapore’s digital economy while driving real value to our customers,” he adds.

As at 4.10pm, shares in Keppel are trading 2 cents higher or 0.4% up at $5.05.