Singapore Mobile Company: Managing For Profitable Growth

By Chan Teng Heng & Shirley Tan

Abstract

Singapore Mobile Company was established in 2000 with a mission to develop and provide innovative applications for mobile phones. In late 2003, Marcus Lee, Chief Executive Officer, found himself confronted with a tough challenge in growing his company. Over the three years of operation, the company had developed several major products, including ring tones, graphics and Java games, recruited more than 20 employees, and steadily garnered several streams of revenues. Company revenues had increased every year from about S$167,000 in 2000 to S$7 million in 2003. Lee had a vision to develop the company into a S$30 million business within the next five years with products that could compete in the global markets.

Nevertheless, market rivalry had increased with the advancement of bigger phone manufacturers into the industry as they sought new growth avenues. Given the new market pressures, he had to evaluate his current business strategies and make several key decisions. What kind of people would he need to recruit to support the company's future expansion? Were there other measures that he should take in the area of organisational design? Lee had to address these issues.

Issues: Growth strategies, Entrepreneurial Personality, Human Resource Management in an Entrepreneurial Firm

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