Buyer affect a company through their ability to force down price, bargain for higher quality and more services and play competitors against each other (Wheelen and Hunger, 2010). The bargaining power of supplier is high for SingTel because of the increase of various communication and low switching cost. Customers can choose to use internet telephone over fixed line service. In Singapore, there are two big competitors as StarHub and Mobile1, where SingTel have to consider to their products and services. The customer has many alternatives in the standard and undifferentiated between SingTel products and others.