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HKT eSmartHealth
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Hong Kong Telecommunications Limited (HKT) is a member firm of the PCCW conglomerate and Hong Kong's largest telecommunications company. With its core telecom business maturing, HKT has been exploring new business opportunities to sustain its growth momentum. In November 2011, HKT rolled out eSmartHealth; the first cloud-based health data management service in the territory. eSmartHealth aimed at providing integrated data on personal wellness and healthcare management. The business kicked off with a wellness management service targeting figure-conscious females, marathon lovers, and health-conscious urban dwellers. Over the next five years, eSmartHealth evolved its positioning from wellness to healthcare and explored new segments. HKT would typically give a new business venture a year's grace period to break even. But eSmartHealth was going into its sixth year and still looked like it was in the startup stage. Teresa Ng, the Head of marketing for HKT's consumer group, sensed the pressure to turn eSmartHealth around and make it a success was intensifying. She and her team realized that the generosity of top management would not persist if the business failed to make a decent profit.