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

Dangling cheaper rates to draw more customers just leads to restless users and excessive churn.

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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.

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...

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