New Chinese TV 'star' rises across Africa

Game-changer

In 2002, when Pang Xinxing, founder of StarTimes, and his team traveled to Africa to assess the market, they were surprised to discover that there were more opportunities on the continent than in the European and American markets.

After much consideration, they decided to compete in the digital TV market.

"At that time, digital TV services were a luxury enjoyed by only a small number of people," said Pang, noting that the initial installation fee in many African countries was as high as $200 and the monthly subscription ranged from $50 to more than $100.

The root cause was monopoly, as large corporations divided and dominated the African market, crushing anyone who challenged them.

However, the arrival of StarTimes changed the game.

Acting on the philosophy of serving the people through business, StarTimes' subscription was reasonable for most ordinary families. Initial installation cost $10, while the minimum TV package which offered more than 10 channels cost $1 a month.

Customer-centered service was also crucial for StarTimes' prosperity in Africa.
The unstable voltage and frequency of electricity in many African countries meant TV sets and decoders broke down easily, but few operators offered aftersales services to ordinary people.

"When we first started the business in Africa, we were quite dismayed by the high rate of aftersales maintenance. However, to our great surprise the local people were very grateful because every time they returned a broken TV we gave them a makeshift one and fixed the problem as quickly as possible," Pang said.

StarTimes' aftersales service was revolutionary. The wholehearted effort in solving technical problems for local people quickly saw the brand become popular and trusted in many countries.