Drawing cash with a mock ATM card, CEO William illustrates our company’s strategy to accelerate revenue growth through ATM: A/xDSL broadband (A), telephone line (T) and mobile services (M).
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Dear Friends of HKBN
HKBN Launches Dynamic 4.5G Unlimited Data Mobile Services Bundle
Accelerate Growth through "ATM" Attack Strategy
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In order to meet the demands of high-volume data users, today we launched a dynamic 4.5G 12GB data plan which automatically upgrades to unlimited data when needed. This plan avoids unnecessarily charging users for unlimited data when often 12GB per month is already more than sufficient. Furthermore, our dynamic plan offers additional advantages for customers who switch and port in their numbers from csl, 1010 or SUN Mobile, as well as existing customers of HKBN’s home broadband and/or telephone services.
Dynamic 4.5G Mobile Services Bundle Supports Flexible Upgrade Anytime for Unlimited Data
With the launch of our dynamic 4.5G 12GB mobile services bundle**, customers need only pay an after-discount actual monthly fee which starts from just $218/month*. If the plentiful 12GB of data has been consumed, customers can automatically enjoy, at additional $80, hi-speed unlimited data without speed throttling (regulated by Fair Usage Policy) for the remainder of that particular service month, and seamlessly experience the freedom of streaming and surfing without limits. When data consumption does not exceed 12GB in a service month, the after-discount monthly fee will remain at just HK$218*, giving high usage customers a flexible and cost-effective way to maximise their enjoyment of the Internet.
For many premium users, actual monthly local data usage can vary considerably depending on travel, the number of videos consumed in a given month and so on. Via our dynamic plan, users can now avoid overpaying for a fixed monthly unlimited data plan when high-volume data is not required. In particular, for frequent travelers, our plan questions why users would tolerate double paying for fixed local unlimited data and international data roaming during periods of travel outside of Hong Kong.
For customers who port-in their numbers and switch from csl, 1010 or SUN Mobile, an additional waiver of the HK$18 monthly administrative fee will be offered, along with 12-month access to the myTV SUPER Movie Pack and 24-month access to myTV SUPER APP (Alpha Pack); all other customers will be given 6-month access to the myTV SUPER Movie Pack and 12-month access to myTV SUPER APP (Alpha Pack).
Our CEO and Co-Owner William said, “Since launching our high-volume data plans last month, our key competitors have correspondingly followed suit by slashing tariffs. The biggest winner has been the consumer. Once again, we are disrupting market norms by launching this extremely flexible unlimited data plan, continuing our commitment to leverage highly competitive service bundles and deliver even more benefits for consumers.”
The dynamic mobile services plan is available through our official site (www.hkbn.net) and across our retail points of sales.
Boost Revenue Gains through ATM Attack Strategy
In addition to launching the dynamic high-volume mobile services bundle, William also revealed HKBN’s focus on an “ATM” attack strategy. We will aggressively target and pursue the market incumbent’s businesses, namely A/xDSL broadband (A), home Telephone (T) and Mobile services (M) in a strategic effort to expand the source of our residential business revenue. “In the battle for home broadband market, HKBN has achieved great success. We will increase our attack tactics to raid our competitors’ broadband, home telephone and mobile service businesses,” says William.
William pointed out that many village house residents are still stomaching A/xDSL’s slow network speeds and high monthly fees. Mindful of this, we will accelerate expansion of our fibre network coverage to 50,000 village homes passed in the coming 12 months and offer highly competitive fibre broadband and 4-in-1 bundles to grow our rural market share. On the home telephone front, our major competitor currently provides about 1.4 million lines^. William believes HKBN’s home telephone service delivers outstanding competitive value and has the appeal to attract customers to switch. We will roll out more new related service bundles, creating quality customer options whilst opening up a great source of revenue.
For mobile services, we will continue to launch highly competitive service bundles to seize even more market share from our competitors.
To announce our dynamic new plan, as well as share the thinking behind our “ATM” attack strategy, a press conference was held by us today.
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* A $30 monthly discount is applicable to csl, 1010 or SUN Mobile customers who port in their numbers to HKBN, and existing HKBN home broadband and/or telephone service customers. The after-discount monthly fee is $218. Other customers enjoy the bundle at a monthly fee of $248.
** Terms and conditions apply. Please refer to:
https://images.hkbn.net/apply/orpres/broadband/tc_pdf/MS248_ENG.pdf
^ Source: HKT 2017 Interim Results Presentation
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