SmarTone Telecommunications has launched a multi-media service at a price it says is comparable to that of the major Japanese operators. Hong Kong's No 3 mobile operator is offering information and entertainment services through SmarTone 'in', its new content platform for games, downloads and news. Browsing will cost two HK cents per kilobit downloaded, or about five HK cents per page. 'We want our users to experience it and that is why we have to price it cheaply,' said chief executive Douglas Li. 'Our pricing is comparable to DoCoMo in Japan.' The mobile-service arm of Sun Hung Kai Properties hopes to repeat the DoCoMo experience in data traffic, which Mr Li referred to as the future of the mobile business. 'It is really the start of our new mobile service. Operators all over the world have to discover ways to sell content to customers,' said Mr Li. He declined to specify how many customers SmarTone would expect for the new service. At present, there are about 90,000 users of high-speed data services in Hong Kong. SmarTone is expected to commit about HK$100 million to the development of the new multi-media service and revenues will be shared by the more than 100 content partners with SmarTone.