Mobile phone subscribers in Cambodia have had little to complain about in recent years. With six new operators entering the market since 2006, the result was oversaturation and an all-out price war as eight operators fought for a foothold in a country with fewer than 15 million people.
Hello, backed by deep-pocketed Axiata of Malaysia, has acquired a smaller rival and will become Cambodia’s second-largest operator.
Wild promotional campaigns proliferated — free SIM cards, monthly cash prize giveaways and top-up bonuses worth up to triple the price of a prepaid card. Investors, meanwhile, poured millions into coverage expansion and infrastructure overhauls.
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