Home MMBIZ News MPT Undergoes Rebranding in The Face of Competition

MPT Undergoes Rebranding in The Face of Competition

After partnering with Japanese carrier KDDI and trading house Sumitomo, Myanmar Post and Telecommunications (MPT) has unveiled a new logo in a corporate structural overhaul to compete against its new international rivals in the telecommunication sector.

State-run MPT signed an agreement with KDDI and Sumitomo on July 16 to form a partnership that will see the expansion of the network coverage and application of advanced technology to provide high quality communication services.

The changing of logo was accompanied by a promotion that ran on September 13 and 14 where 40 percent to 60 percent extra credits were provided for K5,000–K30,000 top-up cards.

However, the relatively high calling rate of K50 remains unchanged and U Khin Maung Htun, managing director of MPT, said they are considering introducing a cheaper rate and will announce plans at a later date.

With the end of their telecom monopoly, and the government no longer involved in the decision-making process, MPT has transformed into an entity similar to a private enterprise, said U Thaung Tin, deputy minister for communication and information technology.

Four telecommunication companies are allowed to operate in Myanmar: MPT, Yadanarpon Teleport, Norway-based Telenor and Qatar-based Ooredoo. Ooredoo has launched its service in August with a calling rate half that of MPT.Telenor, which is due to roll out its services soon, has announced it will set a rate cheaper than the existing ones.

KDDI-Sumitomo, which started working together with MPT on September 1, is planning to invest $2 billion with the intent of upgrading the existing infrastructure and expanding services. MPT and its Japanese partners have arranged a management structure where a Myanmar and a Japanese person fill each of the same senior positions.

MPT said it plans to sell over 5 million SIM cards by the end of 2014. In September, MPT has started selling SIMs for K1,500 at retail mobile stores but the supply is limited, leading to a black market where prices of the SIMs reach up to K15,000 and K 20,000. MPT has also planned to produce low-value top-up cards soon.

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