COMPETITION for customers in the mobile communications market will step up a notch later this month with the arrival of a third operator of a second generation cordless (CT2) telepoint system. Pacific TeleLink will launch its service on March 28 with hopes of grabbing up to 30 per cent of a telepoint market which is now shared by Hutchison Paging's Tien Dey Seen system and Chevalier Telepoint. The newcomer promises to market its services in a different way from the established players, stressing that CT2 telephones are quite different to their more expensive cellular predecessors, and is playing strongly on the fact that customers can choose to have a small pager integrated into their handsets. But Pacific TeleLink's delayed debut - it was originally expected to launch before the end of last year - will face an immediate threat, with both Hutchison and Chevalier believed to be preparing fresh marketing drives to coincide with the arrival of thenewcomer. Hutchison's push will actually come three days ahead of the Pacific TeleLink launch, with a first anniversary party for its own Tien Dey Seen system being used to unveil a new integrated CT2 handset and pager unit. Tien Dey Seen, the first CT2 service on the Hongkong market, is thought to have signed up 35,000 customers so far. Chevalier Telepoint is said to have attracted about 10,000. Pacific TeleLink chief executive Mike Pilgrim remains confident his company's late arrival will not dampen its prospects. He believes the three systems will enjoy a total market of up to 100,000 users by the end of this year and about half a million by 1995-96. He admits he will be happy if his company has signed up 20,000 customers by the end of this year, although the majority of them may only want paging facilities. Pacific TeleLink was originally established to operate a telepoint system but it decided to broaden its services last year after reaching agreement to buy a 51 per cent stake in the paging operations established by Macau casino magnate Stanley Ho. The deal led to Mr Ho taking a 7.5 per cent interest in the expanded business. First Pacific retains control of the company with a 64.75 per cent stake, while the remainder is held by Vodafone with 27.75 per cent. Mr Pilgrim said the acquisition of the paging service had delayed the original launch date but had created a situation where First Pacific and Vodafone could offer a complete package of communications services in the territory. The two companies already control Pacific Link, a provider of both digital and analog cellular telephone systems. Pacific TeleLink's tariff structure will not be announced until its official launch as the company tries to assess the strategies of its rivals , but the newcomer claims it will be price-competitive. The cost of CT2 handsets may also fall further. The newcomer will be offering a similar model to the Shaye CT2 handset already on the market, but Mr Pilgrim is confident more products will be available later this year.