Hong Kong consumers gripped by smartphone upgrade fever as new plans make it easier to switch

Smartphone upgrades in Hong Kong could see a strong jump this year as local mobile network operators entice subscribers to switch devices faster than usual.

Three, the mobile arm of Hutchison Telecommunications Hong Kong, will launch a new programme on Wednesday that allows subscribers to upgrade their iPhones and replace mobile contracts every year under a programme called "Flexi Pass".

It follows the rival "Unbundled Plans" programme announced last month by SmarTone Telecommunications, a subsidiary of Sun Hung Kai Properties.

Jennifer Tan Yuen-chun, the chief operating officer at Hutchison Telecom, said on Monday that Flexi Pass will help Three Hong Kong “attract and retain high-end mobile data customers, while promoting smartphone ownership”.

The programme also breaks away from the traditional binding 24-month contract model, which makes it easier for Three subscribers to upgrade their handsets.

"For just HK$28 a month, customers are now able to return the iPhone 6 or iPhone 6 Plus they bought from Three Hong Kong and buy any new Apple smartphone model between the seventh and 15th month of their contract period," Hutchison Telecom spokesman Raymond Ho Wai-wing said.