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Cellcard: Redefining value for a leading market position

Cellcard CEO Ian Watson says his company is strengthening its brand differentiation that go beyond the ordinary.
Cellcard CEO Ian Watson says his company is strengthening its brand differentiation that go beyond the ordinary. Pha Lina

Cellcard: Redefining value for a leading market position

One of Cambodia’s ‘big three’ mobile providers, Cellcard is enticing subscribers in a crowded, competitive market with added-value offerings that differentiate the company from its competitors

According to CEO Ian Watson, Cellcard’s strategy to maintain a leading role in Cambodia’s competitive mobile telecommunications market is redefining value and strengthening its brand differentiation with a series of offerings that go beyond providing its customers the best telephony mobile services and the usual top-up bonuses.

Cellcard, a subsidiary of CamGSM, is one of Cambodia’s “big three” mobile telecommunications providers.

On the subject of adding value, Watson cites Cellcard’s Kjey Sin (Balance Advance) service, which was launched in 2013, as an example.

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“The Balance Advance service provides Cellcard subscribers uninterrupted service even after they reach zero balance,” Watson says. “Unlike other loan products launched by competitors, Cellcard provides the service for free – no interest, no hidden charges. Customers only pay for the amount they borrow and nothing more.”

Also, Watson adds, the service is automatic, providing customers who are using their phones – no matter whether they are on a call or surfing the internet – to experience no disruption even when their balance reaches zero.

“There’s no need to stop using your phone and send an SMS text for the load activation,” Watson says.

Another program that is adding value to the Cellcard brand image, he says, is the Cellcard Rewards program, which was also launched last year. He describes it as “the biggest rewards program in Cambodia, with 2,000 exclusive merchants offering up to 50 per cent discounts nationwide”.

According to Watson, the aim of the program is to provide all Cellcard customers with a more rewarding shopping experience, enhancing the Cellcard’s name recognition and subscription uptake.

Meanwhile, Cellcard Rewards Points – launched this year – adds even more value by allowing all Cellcard Rewards card holders to earn points that they can exchange for Cellcard merchandise every time they make phone calls, send text messages, surf the internet, or simply subscribe to any Cellcard service.

“Customers earn one point for every $1 they spend, and they can collect the points and exchange them for exclusive merchandise, such as metal-cast key chains, golf umbrellas, backpacks, LED lamps and more,” Watson says.

When it comes to Cellcard’s active corporate social responsibility (CSR) program, Watson points out that the company is supporting the Ministry of Education Youth and Sports in an information and communication technologies (ICT) campaign that is setting out to equip 334 schools in 14 provinces with ICT Resource Centres.

“The campaign includes outfitting each school involved with three computers, as well as developing a digital portal that will provide students innovative tools to assist learning,” Watson says.

This involves translating textbooks from grades nine to 12 into e-books, as well as providing students with access to lectures from sought-after teachers and professors, creating educational games, and more.

“The investment will cost Cellcard $1.1 million, and all 334 schools will have ICT centres by 2017,” Watson says.

Meanwhile, he adds, Cellcard also offers another unique benefit for its subscribers – free insurance.

“Cellcard understands that Cambodians have tightly knit families and that they rely on their jobs/employment to support their families,” he says. “Loss of employment is a serious matter and an issue that can affect not only the individual but their dependents as well.”

The Cellcard subscribers’ insurance coverage entitles customers inflicted with permanent disabilities to claim a certain amount from the insurance company.

“It’s just more way Cellcard is providing a little support help to its subscribers,” Watson says.

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