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Under this circumstance, Sunday entered the market successfully with an innovative approach to branding and promotion. It was positioned as a lifestyle brand and focused on brand building rather than pursuing to increase market share. Sunday became a standout brand with a high level of brand awareness, which led to its high ARPU and the high portion of locked-up subscribers.
With regards to customers, 86% of the population owns one or more mobile phone in Hong Kong. They were willing to spend money on their next mobile phone and pioneers or early adopters of the latest hi-tech gadgets. They are very open to new brands and technology...
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