On July 19, 1O1O launched a series of television commercials with the theme of 'What matters to you, matters to us'.
The message showing that 1O1O, one of the three mobile brands of CSL, is constantly thinking of its customers, offering them services that matter the most, is just one example of recent campaigns launched by mobile service providers fighting to attract customers in Hong Kong's highly competitive mobile services industry.
Hong Kong, with a penetration rate at more than 137 per cent and five operators competing in a relatively small market, is one of the most competitive mobile markets in the world.
Mobile network operators, operating under a liberalised and market-driven regulatory regime, are struggling to create new ways to attract customers.
PCCW, Hong Kong's biggest telecommunications company, in June launched the first service in the city that could automatically direct traditional fixed-line voice calls, faxes and voice-mail services to a mobile device.
The company believed that the service will boost its customer base.