HKT Trust and HKT Marketing Mix

HKT Trust and its operating company HKT Limited actively cultivate strategic partnerships to broaden their market presence and embed their offerings within wider digital ecosystems. A prime example is The Club, HKT's loyalty program, which collaborates with a diverse range of merchants, enhancing customer engagement and providing added value. This approach is crucial for increasing customer stickiness and driving incremental revenue streams through cross-promotional activities.

Furthermore, HKT is involved in joint ventures for innovative digital ventures, such as exploring stablecoin issuance. These strategic alliances allow HKT to tap into new growth areas and diversify its service portfolio without bearing the full brunt of development costs and risks. By participating in these ventures, HKT aims to position itself at the forefront of emerging digital trends and capture new market opportunities.

These collaborations are vital for HKT's marketing strategy, particularly in expanding its reach and deepening its integration into the daily lives of consumers and businesses. For instance, The Club's merchant network, encompassing over 2,000 partners as of early 2024, significantly amplifies its value proposition. This extensive network not only drives member acquisition and retention but also provides valuable data insights into consumer behavior, informing future marketing efforts.

• Expanded Reach: Partnerships with over 2,000 merchants in The Club loyalty program as of early 2024 allow HKT to access a broader customer base.
• Service Diversification: Joint ventures in digital initiatives like stablecoin issuance enable HKT to explore new revenue streams and technological advancements.
• Ecosystem Integration: Collaborations facilitate the seamless integration of HKT's services into customers' daily digital and physical interactions.
• Enhanced Value Proposition: Strategic alliances strengthen HKT's offerings, increasing customer loyalty and competitive advantage in the market.

HKT's global network infrastructure is a cornerstone of its 'Place' strategy, ensuring widespread and reliable connectivity. This includes an extensive subsea cable network and a vast array of international roaming agreements, vital for its customer base.

This robust infrastructure directly supports seamless international communication for both individual consumers and large multinational corporations. It's a critical enabler for cross-border business operations and personal communication, underscoring HKT's role as a global connectivity provider.

For instance, HKT's participation in major subsea cable systems like the Asia-Pacific Gateway (APG) significantly boosts data transfer speeds and capacity across the Asia-Pacific region. In 2024, HKT reported a substantial increase in its international data traffic, a direct reflection of its network's reach and performance.

• Subsea Cables: HKT is a key investor in multiple international subsea cable systems, enhancing bandwidth and reducing latency for its customers.
• International Roaming: The company maintains roaming agreements with over 500 operators worldwide, offering extensive coverage for its mobile users.
• Data Traffic Growth: HKT observed a year-on-year increase of over 25% in international data traffic during the first half of 2024, highlighting the demand for its global network services.

HKT Trust's enterprise solutions leverage value-added pricing, reflecting the significant benefits and tailored solutions provided to businesses. This strategy acknowledges the intricate nature of advanced technologies such as 5G, IoT, AI, cloud, and cybersecurity, with pricing directly correlated to the client's specific requirements and operational scale.

The pricing model for these sophisticated IT services is designed to capture the strategic value and competitive advantage HKT delivers. For instance, a large enterprise implementing a comprehensive IoT solution across its supply chain might see pricing that accounts for extensive customization, integration complexity, and ongoing support, rather than a simple per-unit cost.

This approach is particularly evident in HKT's focus on digital transformation initiatives. Businesses investing in HKT's advanced solutions anticipate tangible returns through increased efficiency, enhanced security, and innovative service delivery. HKT's pricing reflects this anticipated return on investment, ensuring that the cost aligns with the substantial value generated for the enterprise client.

• Value-Based Pricing: Prices are set based on the perceived or estimated value to the customer, not just the cost of production.
• Customization & Complexity: Higher prices are associated with solutions requiring significant customization, integration, and technical expertise.
• Technology Focus: Advanced technologies like 5G, IoT, AI, cloud, and cybersecurity command premium pricing due to their strategic importance and R&D investment.
• Client-Specific Needs: Pricing is tailored to the unique operational scale, industry, and strategic objectives of each enterprise client.

HKT's pricing strategy often hinges on contractual commitments, typically offering customers 12-month or 24-month agreements. These longer terms usually translate to more attractive monthly subscription rates compared to flexible month-to-month options, encouraging customer loyalty and predictable revenue streams.

To further drive customer acquisition and retention, HKT frequently implements targeted promotions. These can include enticing sign-up bonuses, substantial device subsidies bundled with mobile service plans, or temporary price reductions designed to capture market share and encourage service upgrades.

• Contractual Pricing: 12-month and 24-month plans offer lower monthly fees than month-to-month.
• Promotional Offers: Sign-up bonuses and device subsidies are common incentives.
• Customer Acquisition: Promotions aim to attract new subscribers and encourage upgrades.