Marketing strategies for consumer telephone services in Hong Kong.

by Lo kwok Wing, Luk Siu Bun, Ben.Thesis (M.B.A.)--Chinese University of Hong Kong, 1993.Includes bibliographical references (p. [34]-[36]).ABSTRACT --- p.iiTABLE OF CONTENTS --- p.ivChapterChapter I. --- INTRODUCTION --- p.1Consumer Market of Telecommunication Services --- p.1Advent of Competition --- p.3Scope of Report --- p.4Organisation of this Paper --- p.5Chapter II. --- METHODOLOGY --- p.6Chapter III. --- BUSINESS DEFINITION --- p.9Business Definition --- p.9Corporate Goals --- p.10Chapter IV. --- SITUATION ANALYSIS --- p.11Macroenvironment --- p.11Industry Environment --- p.20Market size & Market Growth --- p.25Product Profile --- p.26Customer Profile --- p.31Competitor Analysis --- p.38Company Situation Analysis --- p.49Chapter V. --- STRATEGIC ISSUES ANALYSIS --- p.62Key Success Factors --- p.62Strategic Issues --- p.63Strategy Options --- p.70Chapter VI. --- RECOMMENDATIONS --- p.72Grand Strategy --- p.73Functional Strategy --- p.78Chapter VII. --- CONCLUSIONS --- p.92APPENDIXChapter 1. --- The Trend of Average Family Size per HouseholdChapter 2. --- Growth of Residential Telephone LinesChapter 3. --- Growth of Business Direct Telephone linesChapter 4. --- Growth of Total Starline (1989-1993)Chapter 5. --- Growth of Citinet (1991-1993)Chapter 6. --- Growth of International TrafficChapter 7. --- Questionnaire of Customer SurveysChapter 8. --- Summary of Results of Customer SurveysChapter 9. --- Gross Sales Revenue DistributionChapter 10. --- Breakdown of the Major Gross Sales Revenues For CS InboundChapter 11. --- Breakdown of the Major Gross Sales Revenues For CS OutboundChapter 12. --- Breakdown of the Major Gross Sales Revenues For CS RetailingBIBLIOGRAPH

A case study: the cordless access service marketing strategy for Hutchison Telecommunications.

by Ho Siu Ping Nerissa, Kwan Lai Yee.Thesis (M.B.A.)--Chinese University of Hong Kong, 1996.Includes bibliographical references (leaf 139).ABSTRACT --- p.iiTABLE OF CONTENTS --- p.ivLIST OF TABLES --- p.viiChapterChapter I. --- BACKGROUND --- p.1Personal Communication --- p.1CAS and Other Mobile / Wireless Service --- p.2Hutchison Telecommunications Ltd: A Bidder forCAS License --- p.6Objectives of This Study --- p.9Chapter II. --- MACROENVIRONMENTAL ANALYSIS --- p.10Demographic --- p.10Working Population by Age --- p.10Students and Housewives --- p.12Household Size and Household Income --- p.13Economic --- p.14Increasing GDP Per Capita --- p.14The Growth of the Service Industry --- p.14Socio-cultural --- p.16Information Age --- p.16Increasing Social Activity of People --- p.17"Mobile Phone No Longer Serving as a Status Symbol, but a Basic Product" --- p.18Industry --- p.19Industry at a glance --- p.19The Local Situation --- p.20Local Market Analysis --- p.22Competition --- p.28Regulation --- p.30Technology --- p.35Technology Highlights --- p.35Mobile Phone Technologies --- p.40Future Technology Development --- p.44Chapter III. --- PRODUCT ANALYSIS --- p.47Product Definition --- p.47Product Comparisons --- p.48Product Strengths --- p.49Two-way Accessibility --- p.49Supports Some Mobility --- p.49Provide Higher Service Availability --- p.50Clear Voice Quality --- p.50Allows for a Handy Phone Handset --- p.51Low Power Consumption for Handset --- p.51Relatively Low Infrastructure Investment --- p.51Ease of Installation --- p.51Integration with Paging Service / Messaging Service --- p.52Better Security --- p.52Product Weaknesses --- p.53High Running Cost --- p.53Only Low Mobility --- p.54Confidence Problem Towards New Technology --- p.54Product Opportunities --- p.55Compete with Mobile Phones and CT-2 --- p.55"Compete as Secondary Fixed-wire Phones, with Enhanced Mobility" --- p.55Product Threats --- p.56Price War in the Cellular Market --- p.56High Rental Costs for Installation of Base Stations --- p.56Availability of Network Infrastructure --- p.57Chapter IV. --- COMPANY ANALYSIS --- p.59Strengths --- p.59Marketing and Technical Expertise in Wireless Telecommunications Services --- p.59Strong Financial Background --- p.61Ride on Existing Corporate Infrastructure --- p.62Comprehensive Product Range --- p.65Weaknesses --- p.67Little Product Innovation --- p.67Integration of Different Business Units --- p.67Lack of Fixed Network Infrastructure --- p.68Opportunities --- p.69Economies of Scale --- p.69Preserve its Positions in the Market --- p.69Threats --- p.72Price Competition From Mobile Phone MarketCompetition from PCN --- p.72A Number of Competitors in the Market --- p.72Chapter V. --- MARKET SURVEY --- p.74Market Survey Objective --- p.74Methodology --- p.75The Target Population --- p.75Data Collection --- p.75Questionnaire Design --- p.76Data Analysis --- p.77Results and Findings --- p.79Existing Service Usage --- p.80Reasons not Using Mobile Phones Now --- p.81Functions Perceived for Mobile Phone Usage --- p.81Second Home Telephone Line --- p.82Having Mobile Home Telephone --- p.83Consideration for Subscribing to the Mobile Phone Service --- p.83Rating of Phone Services --- p.84Rating of Handset Characteristics --- p.85Usage Pattern --- p.86Pricing Scheme --- p.88Maximum Charge for Phone Service and Handset --- p.89Company Selection --- p.91Information Source --- p.92Distribution Channel --- p.92Chapter VI. --- MARKETING STRATEGY --- p.93Product Strategy --- p.94Product Concepts --- p.94The Phone Services --- p.96Handset Characteristics --- p.98After-Sales Services --- p.99Supplier's Concern --- p.99Pricing Strategy --- p.101Pricing Objective and Strategy --- p.101Price Setting --- p.103Price of Close Substitute --- p.104Promotional Strategy --- p.108Target Audience --- p.108Message Appeal --- p.108Promotional Program --- p.109Distribution Strategy --- p.112Utilize Extensive Retail Outlet --- p.112Use of Direct Sales Team for Approaching the Employees of Large Corporation --- p.112Road Shows --- p.113Chapter VII. --- LIMITATIONS AND FURTHER STUDIES --- p.114APPENDICES --- p.118BIBLIOGRAPHY --- p.13

Comparisons of telecommunications markets in regulated and deregulated market environments: case study of cellular phone markets in China and Hong Kong.

by Ng Wing-tim, Daniel, Yeung Siu-ming.Thesis (M.B.A.)--Chinese University of Hong Kong, 1995.Includes bibliographical references (leaves 113).ABSTRACT --- p.iiiTABLE OF CONTENTS --- p.vLIST OF EXHIBITS --- p.viiiChapterChapter I. --- INTRODUCTION --- p.1Economic Background --- p.1PRC --- p.1Hong Kong --- p.3Basic Telecommunications Structure --- p.4PRC --- p.4Hong Kong --- p.8Basic Cellular Environment --- p.8PRC --- p.9Hong Kong --- p.11Comparisons between PRC and Hong Kong --- p.12Characteristics of the Cellular Market --- p.13PRC --- p.13System Summary Table --- p.16Chapter II. --- CELLULAR NETWORKS --- p.17System Growth --- p.19Migration to Digital Era --- p.21GSM --- p.21CDMA --- p.23D-AMPS --- p.24E-TDMA --- p.24Market Analysis in Selected Areas --- p.25Beijing --- p.26Shanghai --- p.29Guangdong Province --- p.31Hong Kong --- p.33Chapter III. --- CELLULAR TERMINAL MARKET --- p.36Market Potential --- p.36PRC --- p.36Hong Kong --- p.37Subscriber Distribution --- p.37PRC --- p.38Hong Kong --- p.38Subscriber Growth --- p.40PRC --- p.41Hong Kong --- p.42Black Market --- p.43PRC --- p.43Hong Kong --- p.44Roaming --- p.45PRC --- p.45Hong Kong --- p.46Chapter IV. --- CUSTOMERS --- p.48Preference --- p.48Consumption Trends --- p.49Segments --- p.50Subscriber Charges --- p.51Chapter V. --- COMPETITORS --- p.52Cellular Infrastructure Suppliers --- p.52PRC --- p.52Hong Kong --- p.56Cellular Terminal Suppliers --- p.57PRC --- p.57Hong Kong --- p.60Product Comparisons --- p.61Market Shares --- p.61PRC --- p.61Hong Kong --- p.62Pricing Trend --- p.63PRC --- p.63Hong Kong --- p.64Competition from CT2 --- p.64PRC --- p.64Hong Kong --- p.65Chapter VI. --- TECHNOLOGY --- p.67Migration to Digital Era --- p.67PRC --- p.67Hong Kong --- p.68New Generation on Mobile Terminal --- p.69PRC --- p.69Hong Kong --- p.70Chapter VII. --- ECONOMIC ENVIRONMENT --- p.71PRC --- p.71Hong Kong --- p.73Chapter VIII. --- LEGAL ENVIRONMENT --- p.75PRC --- p.75Migration into Deregulated Environment --- p.75Government Policy --- p.77Difficulties Encountered in Deregulation --- p.78Hong Kong --- p.80Law in Hong Kong --- p.81Telecom Deregulation --- p.81Mobile Telecommunications Service --- p.82Chapter IX. --- RECOMMENDATIONS FOR A NEW ENTRANT INTO THE MARKET --- p.84PRC --- p.84Type approval --- p.84Import --- p.86Distribution --- p.87Pricing --- p.87Local Production --- p.88Hong Kong --- p.89EXHIBIT --- p.90BIBLIOGRAPHY --- p.11