HKT launches new mobile brand with Telecom Digital

Fiona Chau
26 Sep 2014

Hong Kong telco HKT has partnered with MVNO Telecom Digital Holding to unveil a new mobile brand targeting low-spending customers in the city.

The new brand, dubbed Sun Mobile, seeks to be a successor of the underperformed New World Mobility, which was operated by CSL New World Mobility (now known as CSL) prior to HKT’s acquisition.

HKT managing director and chairman of SUN Mobile Alex Arena said the launch of SUN mobile “completes the implementation of HKT’s three-brand strategy of meeting the mobile communications needs of Hong Kong people.”

Arena said Sun Mobile is aimed at providing affordable mobile services to the “underserved” market and first-time smartphone users, particular university students.

Sun Mobile will adopt a different pricing strategy from HKT’s two other brands - 1010 and CSL, which serve premium customers and mass markets, respectively, he added.

Telecom Digital chairman and Sun Mobile director Alex Cheung said the company will continue to offer services at prices below HK$200 per month.

But he hinted the company may raise administration charges in order to lift APRU, and cancel the unlimited surfing service.

He said Sun Mobile customers can access mobile network coverage and unlimited access to a Wi-Fi network supported by HKT. In addition, customers can also use the Octopus mobile payment service powered by HKT.

Sun Mobile currently runs 54 retail outlets located in strategic demographic locations across the city, and the number will grow to 60 within next year, Cheung added.

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