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SmarTone Selected as One of Asia’s Top 20 Brands
The Only Mobile Network Operator in Asia in the Leading Brand Survey


(13 July 2003, Hong Kong) – SmarTone was selected as one of Asia’s Top 20 Brands in the annual ‘Top Asian Brands’ survey conducted by Media magazine in June. In what is the most authoritative survey of its kind in Asia, SmarTone was the only mobile network operator in Asia to make it into the top 20.

Mr. Douglas Li, Chief Executive Officer of SmarTone said, “This recognition of the strength of our brand is very pleasing as it demonstrates that our focused strategy on re-establishing the power of our brand is on track. We recognise that our brand is our most important asset and we have been single-mindedly building the brand around our customer orientation focus. It’s about us getting closer to our customers to understand them better, to be able to provide them with enhanced services so that in turn they can get closer to the people, the information and the entertainment that is important to them.”

Three core pillars have underpinned SmarTone’s ‘Get Closer’ strategy. First, the introduction of new and innovative products and services, including , , , and . Second, the continuous enhancement of SmarTone’s award-winning customer service. And third, the further upgrading of SmarTone’s already market-leading network coverage.

The annual survey is conducted amongst Media magazine subscribers, covering senior managers in marketing, advertising, broadcasting, publishing and brand consulting. Respondents from across the region participated in the survey, including those from China, Hong Kong, Indonesia, Japan, Malaysia, the Philippines, Singapore, South Korea, Taiwan and Thailand. The brands were evaluated on a number of measures including familiarity, value for money, quality, popularity, vision, innovation, youthfulness and the brand’s success in the marketplace. In the survey, SmarTone was ranked the 17th among the top-notch in Asia, and the 11th in terms of the brand attributes of “Innovative, Youth-oriented and Up-to-date”.

“The last year has seen us further reinforce our ‘Get Closer’ proposition; a proposition that we believe points the way to a more information- and entertainment-driven wireless future. Wireless-enabled communication will embrace more of the human senses beyond its voice-based past to allow us to be informed, entertained and kept in touch with others in much more immediate, engaging and expressive ways. That’s why our brand is based on the human benefits of what technology can offer, not on the technology itself,” added Mr. Li.

This region-wide recognition adds to a growing number of awards that SmarTone has already received locally and regionally:

June 2003 14th Top Service Award 2003 of Next Magazine
  • Top Service Gold Award
  • Top Service Award - Telecommunications Network Service Provider Category
  • Champion of The Best Staff Award
April 2003 35th Distinguished Salesperson Award of the Hong Kong Management Association
April 2003 Customer Relationship Excellence Awards of Asia Pacific Customer Service Consortium
  • 2002 Customer Relationship Excellence - Outstanding Achievement
  • 2002 Call Center of the Year (Telecommunications)
  • 2002 Customer Service Professional of the Year
March 2003 Mystery Shoppers Programme of the Hong Kong Retail Management Association
  • Service Category Leader under the Electronic & Electrical Appliances / Telecommunications Category (November 2002 to January 2003)
November 2002 Mystery Shoppers Programme of the Hong Kong Retail Management Association
  • Service Retailer of the Year 2002 under the Electronic & Electrical Appliances / Telecommunications Category
October 2002 2002 Service and Courtesy Award of the Hong Kong Retail Management Association
  • Special Award - Best Team Performance
  • Junior Frontline Level - Specialty Stores Category Award
October 2002 Hong Kong Call Center Awards of Hong Kong Call Center Association
  • Call Center Team Leader - Silver Award
  • Call Center Team Leader - Bronze Award
  • Call Center Professional - Bronze Award
June 2002 34th Distinguished Salesperson Award of the Hong Kong Management Association
March 2002 Mystery Shoppers Programme of the Hong Kong Retail Management Association
  • Service Category Leader under the Electronic & Electrical Appliances / Telecommunications Category (November 2001 to January 2002)
October 2001 2001 Service and Courtesy Award of the Hong Kong Retail Management Association
  • Special Award - Best Team Performance
  • Supervisory Level - Specialty Stores Category Award
June 2001 33rd Distinguished Salesperson Award of the Hong Kong Management Association
June 2000 32nd Distinguished Salesperson Award of the Hong Kong Management Association

 

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About SmarTone

Established in 1992, SmarTone is a leading provider of mobile communications services in Hong Kong. It is a customer-oriented Company and aims to bring its customers closer to the people, the information and the entertainment that is important to them and, through this, to generate greater shareholders' value.

With our strong technological heritage and deep commitment to quality service, we intend to bring our customers into the new world of 2.5G/3G mobile infotainment and media. With a clear focus on customer needs, we have marketed numerous compelling services which deliver substantial benefits to our customers' recent branded offerings include , , , , , and .

Our commitment to quality service is well-recognised in Hong Kong, validated by recent retail and service industry awards.

We were the first operator to launch GSM mobile services in Asia in 1993 and the first in Hong Kong to introduce automatic international roaming. We were the first in the world to implement Enhanced Full Rate technology in our network in 1997, greatly improving voice quality for our customers. We were the first in Hong Kong to pilot launch GPRS in 1999.

SmarTone (SEHK: 0315) has been publicly listed in Hong Kong since 1996. The Company's major shareholder is Sun Hung Kai Properties Limited (holding about 51%).

Website address: www.smartone.com.hk

For further information, please contact:

Ms. Helen Kwan
Head of Corporate Communications
Tel: (852) 3128 2255/ 9664 7628
Email: helen_kwan@hksmartone.com
Ms. Eleanor Chan
Senior Executive - Corporate Communications
Tel: (852) 3128 2250 / 9664 7613
Email: eleanor_chan@hksmartone.com