Sunday denies 2.5G phase-out speculation

<P>HONG KONG Local mobile operator Sunday has rejected industry speculation that the second-generation brand's plunging spend is a sign it may be phased out amid increasing consumer preference for 3G handsets.</P> <P>Media understands the shift of the account from TBWA\ Hong Kong to WPP shop Contract (Media, 28 July) -which also handles Sunday's 3G sister brand PCCW Mobile - was sparked by a TBWA decision to relinquish the brand in the face of declining activity. Industry sources claim declining spend on the brand, coupled with stagnating consumer and market-share growth, point to an uncertain future for the brand. This was rejected by Melanie Lee, senior vice-president, mobile marketing, Sunday.</P> <P>"There is a lot of future for Sunday as a brand and as a 2.5G operator. Although the brand may not have been that active for the last few years, that does not mean (we) are going to go away." </P> <P>Lee declined to comment on how the brand will be positioned relative to PCCW Mobile, but noted that the strategy would be made public in the next few weeks.<BR></P>