Tag Archives: UNBOXED by Singtel

Experience Singtel 5G on Orchard Road at UNBOXED Lite 5G Experience Zones

5G networks is now in Singapore, have you come on board the 5G networks yet? If you are not on board yet, you can now experience Singtel 5G on Orchard Road at UNBOXED Lite 5G Experience Zones! For some segments of the community, do you remember the days of payphone booths and payphone when we have to use coins to make phone calls? Singtel has given its iconic payphone booths at Tong Building on Orchard Road a new lease of life with 5G connectivity. It’s named UNBOXED Lite, the payphone booths have been transformed into next-generation multimedia kiosks, providing round-the-clock access to a wide range of Singtel services and complimentary 5G-powered WiFi.

At UNBOXED Lite, this will give all consumers a taste of Singtel’s ultra-fast 5G experience, providing WiFi connections powered by Singtel’s triple-band 5G which utilises 3.5Ghz, 28Ghz and 2100Mhz frequencies. Consumers with any smartphone can connect to the 5G-powered WiFi for free to experience Singtel 5G’s blazing fast speeds, as well as smooth streaming of exclusive 4K content from Love Nature. To provide a safe and secure environment for everyone, all touch surfaces in UNBOXED Lite are disinfected frequently and coated with a long-lasting anti-microbial solution.

Ms Gan Siok Hoon, Managing Director of Sales and Marketing, Consumer Singapore, Singtel, said, “UNBOXED Lite 5G experience zones will allow more consumers to try out Singtel 5G and understand how super-fast speeds and quick response times can elevate their mobile data experience. With 5G set to go mainstream with more devices and applications available in the coming months, we will launch UNBOXED Lite experience zones progressively across the island to bring richer experiences enabled by 5G, AR and VR closer to the consumers.”

UNBOXED Lite features next-generation self-service kiosks powered by mmWave 5G and Singtel’s AI assistant Stella. It offers customers a 24/7 contactless experience for prepaid card purchases and top-ups, Singtel mobile, fibre broadband and TV subscription sign-ups, instant SIM card replacements and more. UNBOXED Lite is an illustration of how 5G enables innovative business solutions and enhances consumer experiences. By offering reliable high bandwidth connectivity that supports real-time machine communications and artificial intelligence, 5G can also deliver flexibility and efficiency for store deployment without having to lay fibre cables.

Singtel operates Singapore’s fastest 5G network, tapping on 3.5Ghz and 2100 MHz 5G spectrum to deliver mobile speeds of more than 1.2Gbps. To complement its existing 5G coverage, Singtel recently switched on mmWave 5G in several locations across the island, including Orchard Road, the Padang area and Marina Bay Sands Expo.

If you are considering, wanting to learn more and planning to hop on board the 5G networks, do check out Singtel UNBOXED Lite  and experience 5G for yourself on Orchard Road when you are there!

* Information and picture courtesy of Singtel *

Singtel’s UNBOXED – Outstanding Store Design at World Retail Awards 2020

Singtel’s unmanned 5G-powered retail store, UNBOXED, recently took home the Outstanding Store Design Award (1) at the World Retail Awards 2020. This awards was organised by retail forum World Retail Congress, the annual awards event honours the best innovation and creativity in the global retail industry.


Ms Gan Siok Hoon, Managing Director of Sales & Mobile Marketing, Consumer Singapore at Singtel said, “We are honoured to be recognised for our retail transformation efforts. As a contactless service model boosted with 5G’s hyper-connectivity, UNBOXED embodies the future of retail by demonstrating how businesses can widen their reach and forge deeper connections with their customers in a post-COVID world. We intend to continue upping the ante in retail innovation by introducing new features such as augmented reality and immersive tech to enhance the customer experience.”

This Outstanding Store Design Award recognises Singtel’s UNBOXED for representing the next new generation retail concept that delivers a positive omni-channel customer experience and it has proven to be an innovative and commercial success. In an increasing digital lifestyle today, consumers are looking to interact with brands seamlessly between online and offline channels. Therefore, it is important that physical retail stores embrace technology to enhance the shopping experience, helping to bridge and integrate the physical and online worlds together.


Singtel’s UNBOXED was launched in June 2019, it was recently outfitted with 5G technology, providing an engaging and fuss-free experience with features that are industry firsts such as a roving smart robot ambassador, Stanley, who is integrated with the security system and temperature checks to ensure safe distancing measures are being adhered to.


The self-serve kiosks also feature an emotionally intelligent digital sales consultant, Stella, who is able to detect customers’ emotions and offer personalised recommendations. 5G enables artificial intelligence and real-time analytics in-store, allowing Stanley and Stella to communicate with each other and provide a more seamless and swifter service to customers. Customers can browse and buy 5G services and handsets and immediately collect their purchased devices and gadgets in-store. With 5G’s high speeds and ultra-low latency, the modular store is more mobile as it can be set up anywhere without having to lay fibre cables.


Since its launch, UNBOXED has registered a footfall of 70,000 visitors, and consistently achieved a customer experience score of 96%.

In addition to this award, Singtel has also clinched several other accolades for its efforts in enhancing the retail experience. Its flagship store at Comcentre won the Most Innovative Retail Concept Award at the Federation of Asia-Pacific Retailers Associations Awards 2019 and Best Retail Concept of the Year Award at the Singapore Retailers Association Retail Awards 2018 in recognition of its innovative use of advanced retail technologies.


(1) For stores less than 1200 sqm 

* Information and pictures courtesy of Singtel *

UNBOXED – Singtel 24/7 Unmanned Pop-Up Store

A roving modular movable unmanned pop-up store in Singapore that gives you a new age retail shopping experience for your mobile phone, technology and accessories. This is UNBOXED – Singtel 24/7 Unmanned Pop-Up Store in Singapore. Is this the future of retail shopping in Singapore and around the world?

This concept is interesting, showcasing Singtel’s constant challenge and improvements to their retail shopping experience in a challenging retail market amidst changing shopping and retail patterns around the world, not just in Singapore. For customers who are used to online order purchases, having a pop up store nearby to their office is really handy and convenient for them to collect during meal times or after work.

Let me share more details on UNBOXED – Singtel 24/7 Unmanned Pop-Up Store

UNBOXED is an unmanned 24/7 pop-up store that is modular and extendable, and will move to a new location every few months

An unmanned 24/7 pop-up store designed to introduce customers to a new retail experience featuring the convenience of digital technology in a friendly store environment. 

In a first for Singapore, customers can consult with a roving live bot, which is powered by facial recognition technology, to receive personalised recommendations; try out phones; conveniently sign up for mobile plans at video-assisted self-serve kiosks; and immediately collect their purchased devices from the in-store POPStation. Additionally, customers can browse and buy popular accessories such as headphones, phone cases, power banks and contract-free handsets. They can also make bill payments, top up prepaid cards and Dash wallets, and get instant SIM card replacements. 

“The future of retail is here and now. Our digital transformation integrates online and offline customer touchpoints to deliver fresh and fuss-free buying experiences to consumers. UNBOXED fulfils the needs of today’s consumer and provides a peek into the next-generation of retail – fast, instant, convenient and experiential,” said Mr Yuen Kuan Moon, CEO of Consumer Singapore at Singtel. 

Currently based in the CBD at 20 Pickering Street, the pop-up store is modular and movable. Measuring 45 square metres when fully extended, it can be easily transported and reconfigured to fit different spaces. The store will move to a new location every few months to serve customers at high-traffic areas such as transport hubs and school campuses. 

From left: Mr Chia Wee Boon, CEO of NCS, Ms Gan Siok Hoon, Vice President of Mobile Marketing & Sales at Singtel, Mr Yuen Kuan Moon, CEO of Consumer Singapore at Singtel, Mr Vincent Phang, CEO (Postal Services and Singapore) at SingPost and Mr Ng Kuo Pin, Deputy CEO of NCS, at the launch of UNBOXED by Singtel

Co-created by Singtel staff, NCS and SingPost, security for the store is provided by NCS which developed a round-the-clock security platform called Sentinel while the POPStation lockers are prefilled with devices and replenished daily using SingPost’s Last Mile Platform (“LaMP”). 

“We are glad that Singtel is the first retailer on the Sentinel platform. Our state-of-the-art remote security platform ensures that UNBOXED can stay truly unmanned while offering a highly secure shopping environment for consumers,” said Mr Chia Wee Boon, CEO of NCS. 

“SingPost is pleased to have Singtel as the first retailer on the LaMP platform. This will supercharge SingPost’s existing suite of services by integrating and synergising the entire delivery process, giving consumers and retailers a level of flexibility never before seen in the industry. We are delighted to collaborate with Singtel and look forward to unboxing the future of retail together,” said Mr Vincent Phang, CEO (Postal Services and Singapore) for SingPost. 


UNBOXED builds on the success of the digital transformation of Singtel’s flagship Comcentre store. It offers one of the most intelligent retail experiences in Asia, featuring an intelligent WiFi queuing system, integrated online and in-store shopping carts, and instant purchases via automated checkout. The store consistently receives an average of 99% positive customer experience scores and has won multiple accolades for its innovative approach to retail. 

* Information and pictures courtesy of Singtel