Price isn't everything in mastering South-east Asia's mobile markets

Telkomsel of Indonesia has used a differentiation strategy aimed at customers who value a superior experience for more basic activities such as calling and texting.
JANUARY 10, 2018 - 6:00 AM

SOUTH-EAST Asia's mobile telephone markets, long characterised by take-no-prisoners price wars and boisterous marketing campaigns, have entered a new phase. Some markets are beyond saturated; they have penetration rates greater than 100 per cent, meaning that there are more mobile phone accounts...