Balancing affordability and innovation, Singapore’s homegrown tech brands face scrutiny over quality and marketing tactics.
SINGAPORE: “I’ve fallen victim to the ‘support local’ mentality,” says Marc Beraquit, a disgruntled customer. “I’ll never get my $279 back.” Marc’s frustration stems from his purchase of a Prism+ monitor in 2020, which arrived incomplete and left him unimpressed with the brand’s customer service.
His experience reflects a broader sentiment among some Singaporeans who remain skeptical of local consumer tech brands like Prism+ and Sterra. These companies market themselves as affordable alternatives to global giants like Apple or Samsung, yet criticisms abound regarding product quality, over-reliance on Original Equipment Manufacturers (OEMs), and questionable marketing strategies.
The OEM Debate
OEMs, often based in China, produce and design products that brands can repackage under their own labels. Critics argue this reliance dilutes claims of being truly “homegrown,” despite many tech brands emphasizing their local roots. Prism+, Sterra, Lumos, Aftershock, and even gaming chair giant Secretlab have all faced scrutiny over their connection to OEMs.
However, industry experts argue that OEMs are integral to the global supply chain, enabling brands to offer competitive pricing while maintaining decent quality. Zac, a tech reviewer and employee at Aftershock, notes, “The global supply chain cannot escape from OEMs. Very few brands can make everything on their own.”
Local Brands’ Rise
The emergence of homegrown tech brands has disrupted Singapore’s consumer tech landscape. Affordable products like Prism+ monitors and TVs have provided budget-friendly alternatives, allowing consumers to access premium features at lower costs.
Yet, complaints persist. Some customers, like Leung Hoi Cheng, recount experiences of incomplete instructions or unbranded OEM packaging, fostering mistrust. Adding to the controversy, brands like Sterra and Prism+ have faced backlash for misleading marketing—such as claims about Singapore’s tap water or environmental benefits of air conditioners.
A Matter of Value
Despite criticisms, experts highlight the tangible benefits these brands bring. They reduce market costs, introduce competition, and offer local customer service and warranties—features absent from buying directly from overseas OEMs.
Joshua Teo, a tech reviewer, says, “Buying from a local brand like Prism+ offers convenience, faster delivery, and better warranty policies compared to overseas sellers. These add significant value to the consumer experience.”
Zac adds that many of these brands do have input into OEM processes, customizing products to meet local standards. For example, Lumos projectors are built to order and undergo quality testing.
Building Consumer Trust
Still, consumers remain cautious. A brand’s local identity alone is no longer enough to earn trust. For Singaporeans like Hoi Cheng, supporting local means “backing companies that contribute to the community and make me proud of being a Singaporean.”
To truly win over consumers, brands must go beyond affordability. Innovation, transparency, and ethical practices are becoming critical factors in building lasting trust and loyalty.
The Path Forward
Singapore’s local tech brands have achieved much in creating accessible, affordable options for consumers. But to solidify their place in the global market and win hearts at home, they must address the root causes of consumer skepticism: overpromising, underdelivering, and relying too heavily on influencers without demonstrating clear product value.
There’s no shame in leveraging OEMs. The challenge lies in delivering quality, transparency, and values that resonate with a modern, discerning audience. Local brands have the potential to succeed—not just as affordable alternatives, but as leaders in innovation and trustworthiness.
