Singtel on Friday launched an over-the-top voice and messaging application, reorganised its digital division and shuffled senior management.

Called Wavee, the new app is freely available for Android and iOS devices. It supports voice calls over cellular or WiFi networks, video calling, SMS and instant messaging, which customers can use to share images, video, audio and documents.

Called Waveesupports voice calls over cellular/WiFi, video calling, SMS and instant messaging.

"People are looking for richer, more seamless and personal ways of communicating. With Wavee, we are giving our customers a holistic, end-to-end service," said Johan Buse, vice president for consumer marketing at Singtel.

At launch, both caller and receiver need to have Wavee installed in order to conduct a voice call. However, Singtel is working on an update that will enable voice calls to local numbers. It plans to add this feature in the second half of 2015.

In a separate announcement, Singtel said it has reorganised its Digital Life division to concentrate on three areas: marketing, video streaming and big data analytics. It is also strengthening its startup incubator Innov8.

Marketing is the preserve of Singtel's Amobee subsidiary, while Singtel's video-streaming activities comprise its HOOQ joint venture with Sony Pictures and Warner Bros. The telco's analytics operation is headed up by another group company, DataSpark. These three businesses will all be overseen by Digital Life.

As an introductory offer, Singtel will waive the data usage charges for customers on its network who download and use Wavee fromnowuntil9 July.

"In the last three years, we have experimented to explore opportunities where our unique telco assets can be put to best use in this digital era," said Chua Sock Koong, CEO of Singtel. "We have identified digital marketing, regional premium OTT video and advanced analytics as key growth areas. We will double our efforts to build Amobee, HOOQ and DataSpark to become significant players."

Several of Digital Life's other business lines, such its AMPed music streaming service, Dash mobile money service, HungryGoWhere restaurant finder, and Newsloop news aggregation app, among others, will now fall under the remit of Singtel's consumer division, which will integrate them more closely with its core telco services.

In addition, the CEO of Digital Life, Jonathan Auerbach, will step down; he will remain chairman of HOOQ and director of Amobee. He will be replaced by Samba Natarajan, currently the managing director of Singtel Digital Enterprise.

Meanwhile, group CFO Jeann Low will take on the role of chief corporate officer. Deputy CFO Lim Cheng Cheng will take her place.

"Cheng Cheng and Samba bring tremendous experience. We welcome them to our senior executive team. Jonathan has played a key role in sharpening the group's digital strategy and will continue to be a strong advocate for Singtel. He plans to move back to the U.S.," said Chua.

Total Telecom