iPhone mania sweeps Hong Kong

Hong Kong - With almost no above-the-line promotions Hutchison's iPhone 3G is the center of attention, stirring up a wave of local and regional editorial coverage.

While press coverage on iPhone has mounted among major English newspapers including Wall Street Journal and SCMP since the announcement of its launch, Hutchison has so far received more than 60,000 registrants, out of which 500 have been drawn by random selection to purchase iPhone.

The group has launched its "iPhone 3G First Day Gala Sale" today. All events are managed by Hutchison's inhouse PR.

Hutchison said major promotion of the product has been spent on photo releases, press events and a new website that allows people to register for iPhone.

Although the prices of iPhone 3G is lower than the pirated ones from the black market, all iPhone 3G registrants must purchase Three's service plan, with added up cost equivalent to pirated iPhones.