Tunes ride the airwaves: mobile phone jingles are the rage in Hong Kong

Article Abstract:

The latest rage among mobile-phone users in Hong Kong are distinctive or customized ringing tones, such as downloaded pop songs. One2Free is the first phone operator in Hong Kong to offer downloaded pop songs as personalized ringing tones. The company has already received 50,000 requests since it offered the service in May 1998. Hong-Kong mobile users also have a tendency to prefer louder ringing tones than users in other markets. Bryan Kwan, a senior marketing executive at Motorola Asia Pacific Ltd. , said that they are probably the most demanding in the world.

Market information - general

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Connecting with consumers

Article Abstract:

Cellular-phone service companies in Hong Kong are now using fashionable imagery to market their services. Hong Kong Telecommunications Ltd. came up with an electric-yellow logo to promote its new "One2Free" service in 1996. The service had 250,000 subscribers in March 1998. Mandarin Communications Ltd. introduced several ads for its brand. These ads included a laughing Freddie the weatherman and old ladies jumping because they were pleased with their service.

Comment:

Mandarin Communications Ltd. introduced several ads for its brand

Marketing procedures, Hong Kong Telecommunications Ltd., Mandarin Communications Ltd.

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Hoping to ring up new sales

Article Abstract:

A number of cellular telephone services companies in Hong Kong are putting up retail counters in strategic locations as a marketing strategy to boost sales. HongKong Telecom started offering phone-in and mail-order services in 1998. The firm already has plans to setting up mail-order services in chain stores. Peoples Phone Co already has a retail counter in a clothing chain store in downtown which provides direct sales contact and immediate service registry.

Radiotelephone communications, Cellular telephone services industry, Marketing

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