As a techie, the news from the ground is that My Republic and View Quest do not throttle your connections. Their speed is much closer to what they advertised.
And they have responsive customer service, with active feedback at popular tech forum Hardwarezone.com.sg
What they are attacking are what M1, Singtel and Starhub have been letting the users down: disappointing speed, reliability and customer service.
With the NBN, the playing field have been leveled. The barriers of entry have come down. And when there is no content provided by the ISP, speed, reliability and customer service are the important factors.
The one thing going for the big three now is that the majority of the consumers do not know them that well, but sooner or later word of mouth will get out.
The last switching cost to consumer are package discounts like Hubbing.
Will it get to a stage where the big three lose a large chunk of their broadband to these new ISPs? My guess is that if they don’t buck up they will.