Optus CEO to lead SingTel consumer group after restructure plans

The Australian telco's parent company looks to split itself into three new units

Optus’ Singapore-based parent company, SingTel, is preparing to reorganised itself into three core units with Optus CEO, Paul O’Sullivan, heading up a new consumer division.

Having garnered over 400 million customers under the SingTel umbrella, the Singaporean company is looking to reinvent its core carriage business, create new growth platforms and ramp up its regional capabilities in ICT services.

As a result, it will split itself into three units. Group Consumer, to be helmed by O’Sullivan, will be in charge of all consumer-related functions in Asia-Pacific but will encompass SingTel’s international business in emerging markets. This category includes small business customers as well.

Group Digital L!fe will focus on building SingTel’s digital services and bundling them with SingTel’s traditional telco offerings.

With SingTel announcing it has acquired US-based mobile advertising solutions provider, Amobee, Group Digital L!fe will play a pivotal role in developing a mobile marketing business.

SingTel will pay $US321 million for Amobee. The telco company saw huge potential in mobile advertising, which includes targeted deals and reward coupons, and wants to become one of the leading mobile advertising companies in the world.

“SingTel’s access to the Group’s over 400 million mobile customers offer a compelling proposition for brands wanting to reach customers in the emerging markets,” the company said in a statement.

Finally, Group ICT will take care of enterprise-related customers, offering them a well-rounded suite of IT and telecommunication solutions.

Both Group Digital L!fe and Group ICT will be headed up by SingTel Singapore CEO, Allen Lew.

O’Sullivan and Lew will still report to SingTel Group CEO, Chua Sock Koong.

Restructure will come into effect on 1 April 2012.

More to follow later this afternoon.