Cambodian mobile telephone operator industry has long been dominated by one a few operators. Now, despite the entry barriers few more companies have managed to enter this market. In the sense of government administration, and law, these companies successfully entered the market, but in the sense of business these company have long way to go. Recently Star-Cell, by Applifone Company limited has launched it service, with the high expectation from consumer. But more need to be revealed, to say that this company is the next big thing, or just another same old competitor.
After Applifone started to offer its services to the public, long line of customers are waiting for the opportunity to buy new sim cards, because the expectation that new company would push standard of customer services to the next level. I have managed to get my hands on the new SIM, after few hour of waiting, after a few hour of using the service; I feel that the service is not up to my standard, here’s why:
- The waiting time is too long: Because Star-Cell has no access to distribution channel yet, so the head quarter is the only available outlet for customers.
- The company does not provide enough information: There is no instruction on how to top up money, how to enquire account balance, and ever there is no call center for helping the customer, provided with the document I get when I by the sim cards. All I receive are sim cards inside the envelops and a receipt of the payment made by me.
- They never pick up the call: On the envelop there are contact numbers, I tried to call the 098202888, and the responses are: I’m sorry an error has returned. If only they picked up, I would include their reasons here.
Now the good side, although there are negative things about the services, one of my reputation is I always seek the negative points first. So the following are the good side:
- Cheap: at least it’s what Applifone promised. With the offer of free phone call within network it is hard for customer to resist. $0/minute sound interesting right? But, Star-cell only promises free calls for only 3 months.
- Cheap again: free internet access, but I did not try the connection my self, because there is no instruction on how to set up internet connection. Hmmm…
- Easy to call: The time I hit the send button I’ve managed to get my 012 phone ring. This not easy with 011 or 016 users. Will this easy access across network last for long?
Lesson to learn:
- Make sure you have the capacity to response of flooding demands of high expecting customers. This can be done by forming partnership with selected mobile phones outlets in Phnom Penh and provinces, so customers do not have to wait long time at the company head’s quarter.
- Aggressive price competition is too risky: usually small and young companies do not enjoy the efficient in its operation, because they have very few customers. Lowering the price can drag the market dominants such as CamGSM to enter the aggressive price war. Unfortunately, the CamGSM have the ability to move a long the price Vs demand curve which is still profitable. But, price competition seems to be the only suitable strategy for entering Cambodia’s market.
- Nation wide distribution is a must, but how? Buying sim cards is not easy, what about buying top-up (cellcard) card? Do we have to go back to the company’s head quarter and wait in the long line? So the company must make sure that the star-cell top-up cards are available every store. Achieving this is not easy as saying this. With very few customers, distributors are reluctant to buy and store top-up cards, unless it is very profitable. This also means that the company has to spend so much money on commission for card retailers, or else spend money on a lot of customer services staffs to handle the buying and selling cards.
Little time has passed after the Star-Cell launched it services, so little can be told. Successful of entering and survive in this competition environment can be a very useful lesson for business practitioner as well as students. I hope that sooner more will be revealed.
*I would love to read responses to this post very much, especially if you’re from Applifone, so more light will be shed on the situation.
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26 Responses to “Star-Cell launched the mobile network in Cambodia”
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November 4th, 2007 at 7:49 am
Test Download and Upload speed of star-cell GPRS networks:
Test1: 36kbps down/15kbps up modem: vodafone 3G datacard
Test2: 89kbps down/ 29kbps up modem: nokia pc suite
November 5th, 2007 at 10:45 am
Finally I’ve manged to get my SIM card GPRS enabled after a few hours of waiting…. Unfortunately, I can’t get a new sim because the waiting line is too long
November 9th, 2007 at 10:41 am
I spent 2 hours to get new SIM card (098) now i connect it with my computer but it run only probably one hour and then disconnected. its connection is not stable. I sometimes connect it with my computer at home.
November 12th, 2007 at 1:25 pm
How to Activate Star Cell GPRS service?
*120# press send, you’ll have option to activate or deactivate GPRS, change languages…..
November 19th, 2007 at 1:50 am
Does anyone know the all star-cell network info… such as:
-SMScenter number
-Network band
-Customer service number
-Available services( Call, chat, GRPS, Map, promotion….)
TQ
November 19th, 2007 at 2:28 am
Here are some things I know about Star-Cell:
+85598009900 SMS Center
- Network Band GSM not clear if it’s 900mhz or 1800mhz
- GPRS access poin: wap or internet (no username or password required)
- To activate GPRS service use *120# and choose to activate service, and choose to activate GPRS service.
I hope that would help
November 21st, 2007 at 3:08 pm
hi thank borin!
i can activate myself phone with starcell now!
but one thing i really want is mirc of Xda i can find one at mpmag.com.kh but it is not usable . if u know one can u tell me where to download.
Thank again in advanced.
Incrediboy!
November 21st, 2007 at 3:41 pm
Incrediboy,
I think the program is called Wireless IRC. I don’t know where to donwload the full version. But, at sorya software store i think it only cost $1. It better than looking over the internet for the program and the crack for it.
November 22nd, 2007 at 4:47 am
How to connet internet for pocket pc?
December 3rd, 2007 at 3:51 am
Dear All,
We already doing our best to be in line with demands and reduce queues in main Customer Care office. For the moment we have following pints of sale including CC at Jawaharlal Nehru (sorry just a list no option to attach files):
#179,St.274,Veal vong, 7Makara,PP Opposite of Kirirum Cinema
#136,St.215,Veal vong,7Makara,PP Corner of Traffic light PHSA DEPO
#11Eo,St.289,Beoungkok II, Toulkok,PP Opposite of Car spare part 7MAKARA,TOULKOK
#437Eo,St.KampucheaKrom,Phsadepo3,Toulkok,PP From200m of Dey Inn Traffic light in the west
#494,St.KampucheaKrom,Mitapheap,7Makara Opposite of SKL group close to LYLAY restarant
#232Eo,St.shihanuk,B.kengkang2,Chamkamon Close to KIRIRUM CINEMA
#136AEo,St.215,Vealvong,7Makara,PP Corner of Traffic light PHSA DEPO
#173,St.274,Vealvong,7Makara,PP Opposite of Kirirum Cinema
#17e,St.6A,Chroychangva,Russeykeo Close to SLEK MEAS RESTAURANT,St.6a
#06,St.vengsreng,SteungmeanChey,PP Behind SOKIMEX steungmean chey
If Borin can help us we can also post our user guide which is already available together with sim cards.You can also find tariff leaflets in point of sale and at Main Customer Care office,
Sincerely,
Star-Cell
December 3rd, 2007 at 12:47 pm
[...] I am surprised and happy to hear a response from Applifone-Star-Cell to my previous post. Now Star-Cell has listed number of outlets, where we can purchse sim cards. Here’s the [...]
December 14th, 2007 at 7:25 am
I setup GPRS by using *120# but is not success, so can u tell me detail?
December 14th, 2007 at 10:33 am
http://borin.ws/?p=51
Download the manual from the above address. And try again. I hope that would help.
December 16th, 2007 at 5:08 am
I really proud of your promotion, becuase it is usefull of student in Cambodia. And many students have used this network already, but they always complaining that the internet is so slow and error. So i am wishing that you will make it faster than it is now.
December 16th, 2007 at 8:11 am
Ty Bros,
I am just like you, I am also a customer of Star-Cell that not happy with the slow connection
January 15th, 2008 at 11:14 am
The call center is very bad .
January 15th, 2008 at 11:15 am
your service at call center is very very slow.
January 15th, 2008 at 11:20 am
what is your new promotion. It really hard for me to know about your promotion.
January 15th, 2008 at 1:11 pm
May be Star-cell run out of money already haha that’s y they can’t afford to deliver their news to you guys
September 5th, 2008 at 8:25 pm
hello how are you? I want to know why when I order simple number but is too much expensive than other Mobil ?
September 5th, 2008 at 8:38 pm
Narak,
Errr.. may be they wanna get rich just selling the SIM.
September 18th, 2008 at 4:25 pm
Does anybody now how to dial in GPRS with a USB Modem from a computer ? I Dial *99# use Connection Name SC-GPRS, leave user and password blank, APN fill “internet” and try it with IP 192.168.100.210 and without…with the result Error 734 The PPP link control protocol was terminated
September 18th, 2008 at 4:28 pm
I think it’s *99***1# or *99***#
October 28th, 2008 at 9:21 am
How many % of star cell users are using the mobile internet?
April 27th, 2009 at 1:26 pm
Dailup number *99***4# for star cell
April 27th, 2009 at 1:28 pm
Dailup number *99# for camshin