As Hutchison struggles to perfect its 3G offering, NWM is touting its new brand - Sing Mobile - which it claims allows users to experience the full benefits of 3G, including multimedia messaging functions such as photography and voice recording applications and video, picture and music download and transmission capabilities. NWM doesn't have a 3G licence, however, its move into the market will mean that existing licence holders - Hutchison, HKCSL, SmarTone and Sunday - will have to clear a higher bar when they do launch because the only difference between 2.5G and 3G is bandwidth speed.
NWM's marketing director Melanie Lee said: "The technology being used is irrelevant. The key is how the technology benefits people."
She also defended the use of Tse, who was convicted last year of attempting to pervert the course of justice in connection with a car crash. "He is still the most professional and popular singer in Hong Kong. . There is a perception that he is rebellious. This isn't the case. He is more outspoken and independent than anything else." Tse appears in the Bates-developed television and print ads alongside fellow singing star, Joey Yung, and pop group, 3T. The celebrities also form part of the interactive content NWM is offering its target market - teenagers and 20-something adults.
NWM subscribers can download the celebrities' pictures and songs. They can also combine music clips into 'do-it-yourself' messages and pick up photos snapped by Tse, whom Lee described as an ardent photographer. NWM claims a base of about 900,000 subscribers and now hopes to close the gap on leaders HKCSL and Hutchison. "Last year, our Twins Mobile campaign, aimed at teenage consumers, captured 30,000 new subscribers. The current promotion should perform much better, because it encourages continuous usage."
The latest campaign, sport the tagline 'With Sing Mobile, you can access the world of your idol'.
