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HKT begins marketing ‘csl’ unified brand

7 Jul 2014

Hong Kong’s HKT, the core telecoms unit of the PCCW group, today (7 July 2014) unveiled a new mobile service brand – ‘csl’ – following the recent acquisition of cellco CSL New World Mobility (CSLNWM), which combines the existing PCCW-HKT mobile brand and CSL’s existing mass market brand ‘one2free’. HKT also announced that it will adopt a three-brand strategy with the new ‘csl’ brand being operated alongside CSLNWM’s other existing mobile brands: the premium ‘1O1O’ service and the budget-conscious New World Mobility (NWM) brand (operated as a joint venture with Telecom Digital Mobile Limited), with the aim of meeting the communication needs of all segments of the Hong Kong market. Alex Arena, group managing director of HKT, said at the launch, which also unveiled ‘csl’ branded retail outlets: ‘Much has been achieved in the 55 days following completion of HKT’s acquisition of CSL New World Mobility Limited on May 14. As part of this acquisition, we re-acquired our previous mobile brands [referring to the fact that PCCW/HKT originally sold off CSL to Telstra in 2002] and it is a pleasure to be able to use them again. We are thrilled now to introduce csl which we are confident will be the most preferred brand for Hong Kong’s mobile users.’ On the new csl logo, Mr Arena said: ‘Retaining the original colour of the one2free logo, the lower case letters reflect the energetic yet humble character of the csl operation, while the full point after the writing represents our determination and confidence in delivering an excellent service.’

HKT is now Hong Kong’s largest mobile service operator by customer numbers. The integration of CSL’s shops also means HKT now operates the largest mobile retail network with a total of 137 shops – comprising csl shops (43), 1O1O shops (ten) and NWM shops (53) together with 31 PCCW-HKT quadruple-play stores which provide a comprehensive range of telecom services including mobile services.

HKT today also announced simplified mobile service plans covering differing pricing brackets for csl and 1O1O, plus a VoIP app which will be made available for customers to make unlimited voice calls to any Hong Kong phone number whether they are in Hong Kong or overseas. Customers are also offered unlimited access to Wi-Fi connectivity as well as the secure ‘Octopus’ mobile payment service.

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