MEDIA-I: CLP blows dollars 50m to set up Oxygen as retail brand

<p>CLP telecommunications (CLP TeleCom), a member of power utility CLP </p><p>holding, has launched its first retail brand - Oxygen - offering IP </p><p>based telecommunications to consumers in Hong Kong. </p><p><BR><BR> </p><p>According to CLP TeleCom managing director, Peter Heavyside, the company </p><p>spent HKdollars 50 million in developing Oxygen, but expects to gain a </p><p>large market share this year. He added the company would not depend on </p><p>online advertising to generate revenue, but would charge users for the </p><p>service. </p><p><BR><BR> </p><p>A print campaign has been launched by Saatchi & Saatchi. According to </p><p>the agency's group account director, Cecilia Wong, the campaign follows </p><p>the "It's easy with Oxygen" tagline and positions the brand as a </p><p>"natural, fresh, transparent and essential ISP" for customers. </p><p><BR><BR> </p><p>CLP TeleCom is hoping to offset its late entry into the market by </p><p>offering filtering software that blocks indecent material featured on </p><p>both local and international websites. Other power utilities, such as </p><p>Hong Kong & China Gas (Towngas), launched similar services last year. </p><p>Services like Towngas' iCare also offer internet access through TV and </p><p>e-commerce facilities. </p><p><BR><BR> </p>