News Releases

In an unprecedented move, Singapore operators jointly launch the ‘Connecting Tones’ brand

Standard ‘2277’ SMS Short-Code for Use with Connecting Tones across Operators 

 Singapore, 17 March 2011 – For the first time in Asia, all three local operators - Singtel, StarHub and M1 - have collectively announced the adoption of a common brand called ‘Connecting Tones’.

Connecting Tones is a music ringback tone service offered by all three operators, which allows a user to replace the dialing tone so their caller hears music tracks while waiting for their call to be answered.

Previously known by other names such as Bye-Bye-Ring-Ring, Call Tones, Colour-Me-Tones, and ringback tones, the new Connecting Tones will now be a consistent brand identity for this popular mobile value-added service which mobile operators and record labels in Singapore can actively promote and market to all mobile users in Singapore. This move has garnered widespread support from major international and regional record labels such as HIM International Music, Ocean Butterflies, Rock Records, Sony Music, Universal Music Group and Warner Music. Collectively, the operators and record labels aim to develop and grow the Connecting Tone business in Singapore.

In addition to adopting the Connecting Tones brand and in support of the nation-wide awareness drive, Singtel, StarHub and M1 have created a common access mode for all customers - a single short-code SMS number ‘2277’ to facilitate selection and purchase of Connecting Tones music tracks via the respective operator’s music store.

To mark this unprecedented launch of the Connecting Tones brand, all three operators have launched the Connecting Tones logo that encapsulates the ability for users to express their personality, individuality and lifestyle by making a connection to their callers through music.

Operators will also be rolling out a new brand campaign called ‘Change Your Moment’ on 17 March 2011 across broadcast platforms, that reflects this on-going expression of individuality, and how Connecting Tones will benefit both user and their callers. 

In support of the new Connecting Tones’ brand campaign and to encourage customers to experience the service, six songs will be offered for free for a limited period starting 17 March. Customers will just need to SMS the ‘keyword’ of their preferred music track to ‘2277’ to obtain their free Connecting Tone*.


Song Title

Song Keyword


Just The Way You Are – Bruno Mars



Speak Now – Taylor Swift



Marry Me – Train



Leng Xue Dong Wu冷血动物 – Ding Dang丁噹



Dang Ni当你 – JJ Lin林俊杰



Sigma – Sigma


*Terms and conditions may apply.

Mr Edward Ying, Singtel’s Chief, Multimedia said “Digital Music Service, including Connecting Tones, is an important part of Singtel’s suite of multimedia offerings.  We are pleased to be part of this collaboration with M1 and StarHub to enhance the user experience of the Connecting Tones service, so that all our subscribers can easily express themselves to their callers through music.”

“We are pleased to be part of this industry-wide initiative, where the operators and the music labels work together, to promote Connecting Tones. By having the same service name, short-code, and potentially the same keyword for the latest Connecting Tones music tracks, we hope to encourage more customers to take on the service and make music a bigger part of their lifestyle,” said Mr Chan Kin Hung, Head of StarHub’s Products and Solutions.

Commented Mr P. Subramaniam, Chief Marketing Officer, M1 Limited, “Our customers will definitely appreciate the convenience and easy accessibility of ‘Connecting Tones’. We are pleased to partake in this collaboration with our peers, which will benefit our customers through synonymous use of song codes and SMS short-code across all three telcos.”

For more information on Connecting Tones and where they can be found, visit:


StarHub: OR  

M1: OR

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About Singtel

Singtel is Asia's leading communications group with operations and investments around the world. Serving both the corporate and consumer markets, it is committed to bringing the best global communications solutions to customers in the Asia Pacific and beyond. 

With significant operations in Singapore and Australia (through wholly-owned subsidiary Singtel Optus), the Group provides a comprehensive portfolio of services that includes voice and data solutions over fixed, wireless and Internet platforms, as well as infocomm technology and pay TV.

The Group has presence in Asia and Africa with more than 383 million mobile customers in 25 countries, including Bangladesh, India, Indonesia, Pakistan, the Philippines and Thailand.

To serve the needs of multi-national corporations, Singtel also has a network of 36 offices in 19 countries and territories throughout Asia Pacific, Europe and the United States. These offices enable Singtel to deliver reliable and quality network solutions to its customers, either on its own or jointly with local partners.

Singtel employs more than 23,000 people worldwide and had a turnover of S$16.87 billion (US$11.82 billion) and net profit after tax of S$3.91 billion (US$2.74 billion) for the year ended 31 March 2010.  More information can be found @ and

About StarHub

StarHub is Singapore's fully-integrated info-communication company, offering a full range of information, communications and entertainment services for both consumer and corporate markets. StarHub operates Singapore's fastest two-way HSPA+ mobile network that delivers up to 21Mbps for downlink to complement its nation-wide GSM network, and an island-wide HFC network that delivers multi-channel cable TV services (including High Definition Television and on-demand services) as well as ultra-high speed residential broadband services. StarHub also operates an extensive fixed business network that provides a wide range of data, voice and wholesale services. Over Singapore’s fibre-based Next Generation Nationwide Broadband Network, StarHub offers a broad range of home and business broadband plans along with a host of advanced media-rich value-added services.

Launched in 2000, StarHub has become one of Singapore's most innovative info-communications providers, and the pioneer in 'hubbing' - the ability to deliver unique integrated and converged services to all its customers. StarHub, listed on the main board of the Singapore Exchange since October 2004, is a component stock of the Straits Times Index and the MCSI Singapore Free Index. For more information about StarHub, visit

About M1

M1, Singapore's most exciting and innovative integrated communications service provider, was launched in April 1997. It provides a full range of voice and data, as well as fixed and mobile broadband services. M1 aims to be the leader in the communications business, focusing on value, quality and customer service. More information on M1 is available at


Corporate Communications Manager
T: +65 6838 3065
M: +65 9150 7199

Senior Manager, Corporate Communications
T: +65 6825 5188
M: +65 9859 0241

Senior Manager - Corporate Communications
M1 Limited
T: +65 6655 1369
M: +65 9875 7557