If you’ve been scrolling through the news this week, you’ve probably seen the headlines: SIMBA Telecom is buying M1’s telecom business from Keppel for S$1.43 billion. It’s the first big telco shake-up in Singapore’s history — and it’s got people wondering, “Wait… who exactly is SIMBA?”

From TPG to SIMBA

SIMBA hasn’t been around as long as Singtel, StarHub or M1. It entered the market in 2016 as TPG Singapore, winning the fourth telco licence in a government auction aimed at boosting competition.

Back then, it made waves with no-contract, budget-friendly mobile plans, including trial offers with free unlimited data that had bargain hunters lining up.

In April 2022, TPG Singapore rebranded as SIMBA Telecom after its rights to use the TPG name expired. The “SIMBA” name — a nod to the lion, Singapore’s national symbol — was meant to represent strength, courage and agility in taking on the big players.

The Budget-Friendly Playbook

What made SIMBA stand out was its aggressive pricing. Think S$10 for 100GB of data, unlimited local calls, and even free data roaming in selected countries.

Its digital-first approach kept costs low — customers signed up online, with minimal physical stores. By 2024, SIMBA had about 100 employees and brought in around S$117 million in revenue.

For many consumers, SIMBA became the go-to for:

• Affordable second lines
• Cost-conscious families
• Seniors who wanted low bills without fuss Light corporate use

The Big Move: Buying M1’s Telecom Business

Now, SIMBA is taking its biggest leap yet. On 11 August 2025, Keppel announced it would sell its 83.9% stake in M1’s telecom business to SIMBA, valuing the deal at S$1.43 billion (including debt).

When the deal closes — pending approval from the Infocomm Media Development Authority (IMDA) — SIMBA and M1 combined could have over 3.2 million mobile subscribers. That puts them almost neck-and-neck with Singtel in postpaid market share.

The acquisition also gives SIMBA:

Access to M1’s 5G network and spectrum A bigger enterprise and broadband presence (about 15.9% fixed broadband share) A stronger infrastructure footprint across Singapore

What This Means for Consumers

Industry analysts are already predicting a shake-up:

Prices could drop as SIMBA’s value-driven model puts pressure on rivals. Network quality could improve for SIMBA customers thanks to M1’s existing infrastructure. Expect new bundle deals — think mobile + broadband packages.

If SIMBA manages the integration without losing its cost advantage, the days of pricey postpaid plans might be numbered.

The Road Ahead

The deal still needs the green light from regulators, and integration will be no small feat. SIMBA will have to balance keeping prices low with the costs of scaling up and running a larger network.

But one thing’s for sure — the smallest player in Singapore’s telco race is no longer so small. From its scrappy beginnings to a billion-dollar acquisition, SIMBA’s story is proof that in the telco jungle, even the underdog can roar.