Remember the time when there was a constant flow of news and opinion pieces comparing Apple and Creative?

The two had even tried to top each other everytime one party announced something new.

The SingTel-StarHub relationship is pretty similar to the Creative-Apple one then.

While SingTel was broadband- and mobile-centric and StarHub was THE cable-TV and broadband operator, both's businesses seem to be eating into each other's “space”.

SingTel has just launched its Mio, which combines mobile, internet broadband and IDD.

Before this, it launched its IPTV as possible competition to StarHub's cable-TV service.

But because of the latter's monopoly of local cable-TV, SingTel's IPTV probably have to take a backseat for now.

StarHub came crashing onto the local mobile and internet scene with free incoming calls and free internet access, which must have rocked SingTel's boat as the supposed incumbant.

Free incoming calls have since caught on with all the telcos and internet access has become commonality.

More recently, StarHub won the rights to broadcast the English Premier League for three years.

SingTel was one of three bidders for the license.

One thing the two telcos seem to agree on is throwing in major incentives to bring customers in.

These gifts include PC and Mac notebooks and LCD televisions.

As a consumer, I would want the best deals for myself and perhaps not really consider being loyal to one brand.

For example, I'm a StarHub cable-TV and broadband subscriber, but I'm a SingTel mobile user.

As an investor though, I want good returns so whoever has better fundamentals would win my vote.

I'm all for the underdog but when it involves more than a S$30 monthly phone bill, I'd rather stick with the safer bet.

Widya Abdul