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A clear market leader
01 June 2001
TCC is the biggest, most successful operator in Taiwan's cellular market, and it has just bought a rival brand from US operator SBC. Yasmine Chinwala interviews the company's president, Joseph Fan, about how he's become the leader in a highly competitive business
Since Taiwan Cellular Corporation launched its service in January 1998, the world has witnessed the company's rapid growth. TCC gained 30% market share within 30 months of launch, to become Taiwan's number one cellular operator and one of the largest and most highly regarded GSM operators in Asia.
Back in 1997, when the Taiwanese government sought to liberalize the mobile sector, the market was extremely under-penetrated at around 7%. Chunghwa Telecom, the incumbent, had a long waiting list of customers wanting mobile service.
As an industry observer commented: "You don't have to be Maurice Saatchi to spot the opportunity and work out how to succeed.
"William Dong, analyst at UBS Warburg, said: "TCC's marketing abilities and expertise has certainly helped with subscriber acquisition."
This active marketing campaign coupled with the swift deployment of a high quality network gained the company a commanding market share, and has served to maintain...
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