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13 Three


Company: CK Hutchison Holdings Ltd

Brand value: US$5,028 million

Headquarter city: Maidenhead

Change since 2017: 9%

Industry: Telecom Providers

Year formed: 2003

Three has built up a customer base of 10 million customers as a strong challenger brand in a highly competitive mobile services market. Three was the first supplier to offer “All you can eat data”, and now says it handles about 32 percent of all mobile phone data used in the UK. It frequently offers “tariff sweeteners” such as free international roaming and bundled services, positioning itself as a brand that helps everyone get the most out of their mobile device. Since 2015, Three has moved from a price focus in its communications to an emphasis on storytelling and the importance of building trust. Its 2017 “Go Binge” campaign encourages customers to soak up streaming services such as Netflix and SoundCloud without worrying about their data consumption. The success of this campaign is credited with helping drive a 10 percent increase in subscriber numbers – pushing the total past the 10 million milestone – and lifting revenue for 2017 by 7 percent. Three has launched a free rewards app called Wuntu, which now has 1 million users. The loyalty programme provides exclusive rewards and discounts across categories including travel, food and technology, with fresh offers announced every Thursday. Three has also launched a new service aimed at customers looking for cheaper deals; “Smarty” gives discounts to people who don’t use up their data allowance. The Three brand moved into home broadband in 2017 through the acquisition of UK Broadband Limited, and it now offers services under the Relish brand.