StarHub taps Totogi AI to boost enterprise sales deals

StarHub has selected Totogi's Ontology software to analyse enterprise sales calls in real time and convert them into sales leads that can be priced and fulfilled through the operator's existing systems.

The Singapore-based telecoms group expects the deployment to lift enterprise deal conversion by up to 10% and cut sales training time by 50% across its connectivity and digital services portfolio.

Sales teams at telecoms operators often use conversation intelligence platforms to transcribe calls and summarise customer needs. However, these systems can struggle to convert a discussion into an order that fits product rules, pricing logic and delivery constraints. StarHub and Totogi position the ontology approach as a layer above operational systems that applies telecoms-specific business logic to what is said on a call.

Telco-specific layer

Totogi describes Ontology as an AI layer for telecoms operations. It encodes product constructs, pricing logic, eligibility rules and fulfilment workflows, giving the software context on what StarHub can deliver when a sales representative discusses a customised enterprise bundle.

StarHub will use the system to unify call capture with customer relationship management and configure-price-quote tools. Calls will be analysed during conversations and translated into deal recommendations that sales teams can execute, while CRM records update automatically, according to Totogi.

The system will also generate personalised coaching from each conversation, extending performance management beyond a subset of reviewed calls and providing feedback on every sales interaction.

"This gives our sales teams instant visibility into what is actually deliverable and relevant to clients' interests," said Santosh Kumar Rai, Head of Enterprise Inside Sales, StarHub. "Every recommendation will be aligned to what StarHub can sell and fulfill - enabling us to accelerate deal closures and improve conversion rates."

Sales operations

The project targets enterprise sales, where telecoms operators often assemble offers from a mix of connectivity and digital services. These deals can require multiple checks across pricing, eligibility and fulfilment, slowing the path from conversation to quote and introducing errors that surface later in the order lifecycle.

The software will sit above StarHub's existing systems. Totogi says the deployment will take four weeks and require a single forward-deployed engineer.

The companies did not disclose commercial terms, the scale of the rollout, or how the performance targets will be measured. StarHub's conversion and training targets suggest it will track both sales outcomes and onboarding efficiency for inside sales teams.

For Totogi, the deal adds another example of a telecoms operator adopting vertical software aimed at operational workflows rather than generic AI tools. It argues that horizontal platforms start with limited knowledge of telecoms catalogue structures, discounting rules and fulfilment constraints, while its ontology comes preconfigured with industry-specific intelligence.

"Horizontal platforms start blank. They can transcribe a call, but they don't know your products, your pricing logic, or your fulfillment constraints," said Danielle Rios, CEO, Totogi. "The Totogi Ontology ships with telco intelligence built in. That's the difference between software that listens and software that closes."

StarHub has expanded its enterprise portfolio in recent years beyond mobile and fixed connectivity. It sells digital services and solutions for corporate and government customers, including cybersecurity, data analytics and Internet of Things offerings. The company also provides consumer mobile and broadband services in Singapore.

Totogi focuses on telecommunications software that works across existing vendor systems, including platforms from Amdocs, Ericsson, Huawei and Salesforce. At StarHub, the deployment will apply the ontology model to sales calls and related commercial workflows, with real-time analysis and automated system updates planned once the rollout is complete.