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Data Visualisation Assignment Examining Business Case Of StarHub


Before working on the data visualisation assignment, please refer to the StarHub Annual Report 2020 ( Hub-AR-2020/Full-Report.pdf) as well as StarHub’s corporate website for information on the company.

  1. What is StarHub’s Mission statement?
  2. What is StarHub’s Vision statement?
  3. In order to stay competitive in a challenging environment, StarHub has embarked on what it calls a D.A.R.E transformation. Discuss the key strategic objectives in D.A.R.E transformation and provide examples to illustrate the objectives.
  4. Describe some of the challenges StarHub may face in each of the four stages of data visualisation process. Relate the answer with respect to part (c).
  5. What are some of the key strategic objectives in StarHub’s Sustainability Framework? Evaluate how these objectives may help to contribute to StarHub’s financial objectives, using examples to illustrate your point.
  6. By making references to the financial statements and summarising some of the data, explain if StarHub’s overall strategies have been beneficial to the company. You should support your argument with at least two (2) pieces of data from the financial statements.


The current data visualisation assignment examines the business case of StarHub. StarHub is establishing the fastest network in Singapore with innovative technologies that make it a favourite challenger brand. It has several services like mobile, Pay TV and Broadband. The company has currently 1.9 million subscribers of mobile connection. It has 314K Pay TV subscribers and 498K broadband subscribers. It has the aim of enabling local connection with wide data centre facilities throughout the island. It has connected more than 95% of commercial buildings in Singapore (Wang, et al. 2020). In this report, StarHub’s business has been evaluated based on its mission and vision statements. The company has also established the D.A.R.E transformation to stay competitive in a challenging environment. It also focuses on sustainability framework that has been discussed in the report.

StarHub’s Mission Statement
The mission statement is to create frictionless digital experience for its customers through the customer-cantered experience design teams that makes the customer interactions as seamless and convenient as possible.

StarHub’s Vision Statement
StarHub has a vision to establish Singapore’s Fastest Network with more than a million subscribers that experience a seamless and convenient connection.

Key Strategic Objectives in D.A.R.E transformation
StarHub has established the D.A.R.E transformation to stay competitive in a challenging environment in the business. the D.A.R.E transformation has been executed with a high margin of 82% by the financial year 2019-2021.


D.A.R.E transformation of StarHub

The key objectives of D.A.R.E transformation are:

  • To establish personalised, predictive customer experience system and have a zero-touch products and customer journey.
  • To extract the value from rich data assets of the company.
  • To establish a product-driven design in the digital market that enhances the customer’s overall experience.
  • To focus on building a faster time-to-market system to increase scalability and flexibility in the network.
  • To focus on more simplified process and operations that improve the cos efficiency of the company.

Based on these strategic objectives the company has gained revenue along with getting trust of the customers. based on these objectives, the company worked on different assets, such as digital asset and product-driven design. Through this, the company has achieved more than 32% success in digital sales transactions, over 60% conversion rate that improves the record of consumer digital sales journey simplification, there is 12% growth in monthly active users and 3 million service transaction in digital service. The company achieved potential cost saving through these D.A.R.E strategies. This is achieved by lowering the commission cost with increasing the migration to online touchpoints. It also has achieved proper sustainability in long-term IT support cost savings. In this way, StarHub can enhance cost saving in a more effective way that is identified in ongoing processes. The organisational reviews show that it has proper sustainability in the market (Wang, et al. 2020).

Challenges StarHub faces in four stages of Data Visualisation process
StarHub is focused on simple operation and management that enhances the growth of the company. however, in the data visualisation of the operation, it faces many challenges that make it slow in the company. In Data and AI-driven monetisation, it is necessary to have a proper data visualisation process. In the four stages of data visualisation StarHub, it has been realised that the company faced several external challenges in data analysis and visualisations. The four stages of delivering the data visualisation process include problems in market-leading approaches (Rawat, et al. 2021). The first problem is lack of interactive and versatile substances in the analytics. The company has faced problem with lack of awareness in complex statistical analysis. The data mining approach is not enough to lead to predictive analysis. The second challenge is the lack of hindsight in predictive analysis. The true value of analytic work includes visual analyses and the ability to describe the past events through data analysis. However, StarHub could not achieve such criteria and faced problem in deriving sales forecast and stock predictions. In a typical data visualisation, there is a need of models like regression, decision tree, and correlation. However, this is not achieved by the company as it did not choose a proper analytical model. The summary results of the visualisation are not properly shown because of this. The third challenge that the company faced involves lack of knowledge of charting and use of tools that help in effective data visualisation. The charts and tables are not properly shown by the researcher. The customer churn risk analysis is not done properly for which the company faces challenge in model description. It cannot help the sales department to choose the right method for sales and stock data analysis. The fourth challenge involves lack of communication for statistical analysis (Rawat, et al. 2021). whenever, there is an analysis conducted, it is important to visualise the data along with the explanation of the same. The charts and graphs should be accompanied with proper interpretation and presentation of widely disseminated reports and statistics. This is done to help the viewers understand what has been presented. StarHub’s data visualisation lacks understanding of charts and graphs based on required variables. The company should focus on more dramatized sales model that focuses on analytical tools. the visual solution should be shown with churn risk analyses as well. StarHub is trying to combine digital assets with finance to make the operation more sustainable. It is important to focus on more assembled digital system. In other words, it is important to manage the products and service quality of the company to avoid any kind of vulnerabilities. So, it is important to reduce challenges in data visualisation to get a better insight of the data (Rawat, et al. 2021).

Key strategic objectives of StarHub’s Sustainability Framework
The key strategic objectives of StarHub’s sustainability framework are:

The first key strategy is to ensure a health lives and promoting well-being for all type of staff. It helps in promoting employee’s public health safety features.

The second objectives are to support quality education to the people at the foundation about sustainability and the ways in which it can be achieved.

The third strategic key objective is to achieve gender equality and empower all women and girl rights. It also helps in improving sustainable ideas when women also enter the field.

The company also has a goal of improving access to clean energy and promote inclusive and sustainable economic growth so that all the operations are conducted properly. It also provides quality jobs for all. This can be achieved by talent management and supply chain management.

The company also has a goal of building resilient infrastructure while promoting inclusive and sustainable digital innovation in the industry (Rawat, et al. 2021).

For StarHub, it is important to follow a proper sustainability framework to enhance the business productibility and profitability. It is quite important to protect the environment from digital assets that are harmful for it. In the long run, Singapore should be kept as a sustainable city even if it is enhancing digitally. It is known that the network connections are quite harmful for the environment and the organisms living in it. So far, the company has achieved 18 percent reduction in direct fuel consumption from non-renewable sources. It also has reduced the energy consumption by 5% and the energy produced from renewable sources by 4.6%. this shows that StarHub’s sustainability framework is quite successful. This is also associated with reduction in 8.7% of greenhouse gas emissions (Sadiku, et al. 2016). The company saves tons of e-waste through renewable energy consumption and sustainable operations. The sustainability framework helps the company to achieve financial objectives of earning revenue of $2,28.8 million. As the revenue decreased by 24.2%in the financial year of 2020, the company has a financial goal of achieving a handsome revenue (Po, et al. 2020). The sustainability of the company should be achieved by sales enhancement by achieving sustainable goals mentioned above.

StarHub’sFinancial Data Evaluation
While making reference to the financial statements of StarHub, several things are observed about the company’s overall strategies. The overall strategy is quite successful if the revenue collection of the company is seen.


From the total revenue collection, it is seen that the financial year of 2020 is $2028.8 million and 219 is $2330.6 million. In 2020, the financial year revenue percentage is 100 which is the same as the year 2019. The revenue collection in enterprise business of StarHub is quite high in 2020 as compared to 2019. This shows the strategies came to use and the goals are accomplished to achieve such result. The StarHub group’s total revenue is also projected to increase in the coming years if the strategies are handled well. However, the revenue from sales of Equipment decreased in the financial year 2020 by 22.3% which happened mainly due to lower sales volume of handsets and delayed launch of premium handsets. With the increased use of fibre cables, it is projected that the value-added service revenue can increases prominently.

From the data projected for the operating expenses of StarHub, a few proves of successful overall strategy can be seen.


From this analysis, it is seen that the total revenue of the company in operating expenses is less in 2020 than in 2019. In 2019, the total revenue resulted to be $949.0 million and. In 2020, the revenue resulted to be $851.9 million. This shows that the strategies worked in several places like expense handling and maintaining sustainability. With the help of strategic goals, the company can improve in future by qualifying commercial and industrial properties under the pandemic situation. The company should promote sustainability through good packaging and non-harmful materials. Apart from that, it should also save itself from the effect of COVID-19 that may diminish the sale and revenue figures. The leases should be reduced, and loans should be avoided to make the strategies more successful (Wang, et al. 2020).

In conclusion, it can be said that StarHub is quite successful in implementing financial and sustainability strategies. In order to earn more revenue and make the overall strategy successful, the company should promote diversity along with environmental and organisational sustainability. It should also focus on improving the needs of the customer services. A good marketing should be promoted to achieve sustainability market. The company stays relevant in the market through this way. In 2020, the company’s revenue has decreased a bit for which it needs to focus more on its faults and reasons of depreciations. The intangible and digital assets should be kept safer in the market.

Po, L., Bikakis, N., Desimoni, F., & Papastefanatos, G. (2020). Linked data visualization: techniques, tools, and big data. Synthesis Lectures on Semantic Web: Theory and Technology, 10(1), 1-157.

Sadiku, M., Shadare, A. E., Musa, S. M., Akujuobi, C. M., & Perry, R. (2016). Data visualization. International Journal of Engineering Research And Advanced Technology (IJERAT), 2(12), 11-16.

Rawat, S., Rawat, A., Kumar, D., & Sabitha, A. S. (2021). Application of machine learning and data visualization techniques for decision support in the insurance sector. Data visualisation assignment International Journal of Information Management Data Insights, 1(2), 100012.

Wang, Z., Sundin, L., Murray-Rust, D., & Bach, B. (2020, April). Cheat sheets for data visualization techniques. In Proceedings of the 2020 CHI Conference on Human Factors in Computing Systems (pp. 1-13).


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