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REVENUEUSD (Million)EBITDAUSD (Million)PATUSD (Million)SUBSCRIBERS(’000)BLENDED ARPUUSDBLENDED MOU(Mins)1.40.714.011.554.146.5591.5769.77.34.2110782008 20092008 2009 2008 20092008 20092008 20092008 2009* Minutes ofuse/sub/monthBUSINESS REVIEW 20092009 saw Hello capturing anadditional 4% market share, closingt h e y e a r w i t h 7 7 0 t h o u s a n dsubscribers. This was achieved onthe back of aggressive subscriberacquisition programmes. Hello alsor e v a m p e d i t s m a r k e t i n g a n ddistribution channels.FINANCIAL PERFORMANCEDue to the intensely competitivemarket environment, revenuedeclined to USD46.5 million fromUSD54.1 million in 2008. Despite thesuccess of its Cost ManagementProgramme, which achieved asavings of USD1.7 million, net profitafter tax declined to USD0.7 million.REGULATORY OVERVIEWIn 2009, Cambodia witnessedi n t e n s e c o m p e t i t i o n i n t h etelecommunications sector which ledto new entrants offering retail pricesbelow cost, thereby affecting,amongst others, the quality of callsbetween different mobile networks.T h i s h a s r e s u l t e d i n s e v e r a lgovernment interventions aimed atstabilising the market.The government has issued an Inter-Ministerial Prakas on Minimum Tariffsof Mobile and Fixed TelephoneServices and Interconnection Feesissued on 7 December 2009 setting,amongst others, the minimum retailtariffs for mobile services andreiterating several points fromprevious edicts which had earlierdetermined the interconnection fees.A highlight for the year however,was the successful formation by thetelecommunication operators of anIndustry Association which willprovide a platform for the industryto address common issues in thefuture. Registration of the industryassociation is still on-going.Following the conclusion of thetelecommunications sector policyreform and capacity building initiativein April 2008, Cambodia has yetto implement the newtelecommunications legislative andregulatory framework envisaged.Axiata Group Berhad • 130