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ESDlife launches theme song and ESD Clubs

Electronic Service Delivery Scheme commences extensive
education and promotional campaign

(July 29, 2000, Hong Kong) ESDlife, Hong Kong's first bilingual portal which integrates both electronic government and commercial services, today announced the launch of ESDlife theme song and seven ESD Clubs. The theme song marks the commencement of a territory-wide promotional campaign in support of the Government's Digital 21 Strategy and Electronic Service Delivery Scheme.

In an inauguration ceremony jointly hosted by ESD Services Limited, Information Technology and Broadcasting Bureau (ITBB) and Radio Television Hong Kong (RTHK) today in Times Square, Causeway Bay, ESDlife theme song and the music video made their debuts in front of the public. Performed by pop artists Andy Hui, William So, Mark Lui, Flora Chan and Rain Li, the song is to arouse the awareness of the new easy way of living brought by ESDlife among different age groups and from every walk of life through a mass broadcasting programme in local radio and TV. There were also demonstration computers set up at the venue with which audiences can try out the online government services demonstration including appointment booking for registration of identity card, application for renewal of driving license, job vacancy submission, voter registration, payment of government bills etc.

"The launch of ESDlife theme song will help the general public to familiarize themselves with the Electronic Service Delivery Scheme," said Tony Ma, General Manager of ESD Services Limited. "Apart from this, we will also initiate a HK$50 million massive promotional and educational campaign till the end of the year. The campaign will feature a series of roadshows to introduce to teenagers, senior citizens, the blind and the visually impaired as well as the general public the 38 electronic government services to be launched in October."

"Today's ceremony also marks the launch of the seven ESD Clubs to serve different communities and people of all ages, from babies to senior citizens. With ESD Clubs, not only will members enjoy the electronic government services, they will also get exclusive benefits and gain access to the most up-to-date information from shopping, leisure, cultural activities, to education and even medical services that will be launched shortly. This will become the first ever one-stop shop for online public and commercial services to bring a brand new lifestyle to Hong Kong people -- choices at your fingertips, anytime, anywhere." said Tony Ma.

The seven ESD Clubs are: ESDbaby, ESDkids, ESDteens, ESD1822, ESDcouples, ESDprime and ESDseniors. Citizens can sign up for club membership based on their own interests and personal needs and help build a global e-community by exchanging ideas and sharing information in member chat rooms.

All registered ESD Club members will get a free and limited edition of ESDlife theme song CDROM. Contents of the CDROM include the music video performed by the five artists, interviews, demonstration of the electronic government services, as well as ESDlife screen saver. ESD Club members will also join the allied clubs recommended by ESDlife and hence gain extra membership privileges.

ESDlife and ESD Clubs are also planning to introduce more items and services to develop the web site into a mega e-government and e-commerce web site. Currently, ESDlife is in discussion with the Government for the introduction of second phase services which hopefully will be confirmed in the near future.

ESDlife web site, www.esdlife.com, has featured some of the government service applications for public trial and get a chance to experience the many benefits brought by ESDlife. A number of applications are now available for demonstration, including appointment booking for registration of identity card, application for renewal of driving licence, job vacancy submission, voter registration, payment of government bills etc.

ESD Services Limited is a joint venture between Hutchison Global Crossing Limited (a Hutchison Whampoa and Global Crossing joint venture) and Compaq Computer Limited. Having been granted the government tender for the "Electronic Service Delivery" Scheme in November 1999, the Company is dedicated to provide a one-stop shop environment for public and commercial electronic services via the establishment of a vast digital information infrastructure.

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Visit the ESDlife web site at www.esdlife.com

For media enquiry:

ESD Services Limited
Sally Tsang
Tel: 2128 6708
Fax: 2187 2055
Email: sallyt@hgc.com.hk
Ogilvy Public Relations
Anita Ko/Amy Ho
Tel: 2884 8529/2884 8543
Fax: 2560 0681
Email: anita.ko@ogilvy.com
          amy.ho@ogilvy.com


Extensive Education in ESDlife gets going

Five pop stars to promote Electronic Service Delivery Scheme
using theme song

ESDlife.com, a joint-venture service portal of Hutchison Global Crossing and Compaq Computer, premiered its theme song "I live for my life" for its Electronic Service Delivery Scheme to be rolled out in October, with the support of local celebrities Andy Hui, William So, Mark Lui, Flora Chan, as well as new artiste Rain Li.

Jointly performed by the five singers, the ESDlife theme song was composed by Mark Lui with lyrics written by Au Chi Shum. The song's airing also marks the beginning of ESDlife's mass promotional campaign.

The theme song, enriched with a light musical accompaniment, endeavours to inspire a feeling of fresh, new beginnings. Urban life is wrought with hassle. People are left feeling empty, lost and defeated. But by looking through a fresh perspective, people can gain a new outlook and find solutions to life's problems. Hong Kong's prime public services by ESDlife aims to guide its members through the nitty-gritty of life by offering instant assistance through its web site. This leaves them with more time to spend with family and friends.

Each of the five pop stars represents a healthy image and positive lifestyle, and represents the best aspects of life's different stages. Rain Li is a youthful teenager while Mark Lui and Andy Hui are adults. William So and Flora Chan are both happily married. The five energetic stars were chosen for their contrasting dynamics and persona.

State-of-the-art digital technology was used for the production of the song's MTV trailer, with stunning visual effects. The unlimited mirroring of one singer's image provides the most stunning segment, with one single shot showing different gestures from many angles.

To further help the public familiarise themselves with Electronic Service Delivery Scheme, ESD Services Limited will soon launch a series of extensive education programs. The launch of the theme song marks the kick-off of the promotion and education campaign.

The five pop singers will participate in a TV talk show sponsored by ESDlife. Other celebrities are also invited to appear on these talk shows to express their view on "The Art of Life". These singers will also show their support to the Electronic Services Delivery Scheme by appearing in the upcoming ESDlife roadshows held in various parts of Hong Kong. The grand finale of the promotional event will be the concert featuring various pop singers which marks the official launch of ESDlife in October.


ESDlife launches ESD Clubs

ESDlife, Hong Kong's first bilingual portal which integrates both electronic government and commercial services, launches seven ESD Clubs to serve different communities and people of all ages, from babies to senior citizens.

Citizens can sign up for club membership based on their own interests and personal needs and help build a global e-community by exchanging ideas and sharing information in member chat rooms.

With ESD Clubs, not only will members enjoy the electronic government services, they will also get exclusive benefits and gain access to the most up-to-date information from shopping, leisure, cultural activities, to education and even medical services that will be launched shortly.

The seven ESD Clubs are: ESDbaby, ESDkids, ESDteens, ESD1822, ESDcouples, ESDprime and ESDseniors.

1. ESDbaby

A comprehensive information and service centre for new parents and couples who plan to raise a family. Here you will find the latest news, useful links and specialist articles on pregnancy and parenting. From conception to birth, feeding to bathing; from baby health to mental and physical development, ESDbaby is your handy and reliable guide to preparing for parenthood. Exclusive: Register for an ESDbaby membership on-line and you can immediately be enrolled to ALL major mother-baby clubs in Hong Kong. Don't miss this unique opportunity for free newsletters and select welcome gifts. Join us today!

2. ESDkids

The formative years are the most important time in children's mental and physical development. ESDkids helps you understand your child's growing needs with editorials on health, nutrition, fitness, sports and activities, schooling, interactive courses and, most important of all, bonding. See our FAQ's on medical care and education for different stages of your child's growth. Also refer to our frequently updated Activity Timetable for the latest courses and seminars and register on-line.

3. ESDteens

Find out what it means to be young, express your individuality and share your interests with fellow young people in our e-community. ESDteens is both a meeting point and hub of infotainment that features pop music and culture, fashion trends, Internet news, learning, leisure, chat and forums.

4. ESD1822

As you cross the threshold from adolescence to adulthood, you are faced with exciting opportunities as well as new challenges. From getting your driver's licence to finding your first job, ESD1822 offers a world of information to help you get there. Enjoy entertainment, lifestyle privileges, continuing education, career news and more from our rich editorial and related services.

5. ESDcouples

To say 'I do' is a commitment of a lifetime. You and your partner have a lot of planning to do, and ESDcouples can offer some expert advice. From buying and furnishing your new home to organising a sumptuous wedding banquet, or getting ready for the pre-nuptial check-up and booking your honeymoon holiday, you'll find a wealth of information and services in this e-community specially designed for bride- and groom-to-be.

6. ESDprime

The best time of your life is here, right now. As you progress into maturity and start to reap the fruits of your labour, you will continue to face new challenges in every aspect of your life. Let ESDprime be your friend and mentor, enriching your lifestyle with news and services on career development, professional education, banking and investment, entertainment, travel, sports, dining, living, and much more.

7. ESDseniors

As you grow older, you learn to appreciate the beauty of life on a different level. With more time on your hands after your retirement, you can pursue your interests with renewed vigour, plan your daily activities with more flexibility, and continue learning to keep up with the times. Join our community for the latest information on health care, senior fitness and continuing education.

ESDhospice

Guide to hospice providers, legal advice, documentation and related services. On-line counselling and Chat Room also provided for those who are in need.