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Background

  • Hong Kong has seen an influx of new residents, often referred to as New Hongkongers, who bring diverse cultural backgrounds and perspectives. Adapting to a new environment can be challenging, especially in navigating public transport. The MTR Corporation, as a vital part of Hong Kong's infrastructure, has the opportunity to enhance the experience of these newcomers. By understanding their unique needs and preferences, MTR can create tailored services, community programs, and marketing strategies to foster a sense of belonging and encourage them to utilize the MTR system more frequently.

Who is our Target - New HongKongers

  • Definition: For scoping of the project, we define New Hongkongers as individuals who moved to Hong Kong for work and study from China in the past year. 
  • Challenges: New Hongkongers often face difficulties such as adapting to a new lifestyle, overcoming language barriers, and navigating public services, including transportation and daily life.

Objective

  • The primary objective of this business case is to develop strategies that MTR can implement to effectively engage New Hongkongers. First, to understand the challenges faced by this demographic group, identify their needs and expectations as they settle into Hong Kong. Second, identify ways on what and how MTR can better serve them and enhance their daily lives. Third, formulate a business plan aim at increasing usage of MTR services such as transportation, shopping and become a member of MTR Mobile app for engagement.

Expected Outcomes

  • Increase awareness and usage of MTR services among New Hongkongers. 
  • Generate demand and convert non-users into regular MTR riders. 
  • Subscribe and use MTR Mobile App

The proposal needs to cover:

  • Strategic recommendations for MTR that encourage regular use of its services and strengthen community ties.
  • Comprehensive strategies for marketing, community events, and educational programs that connect New Hongkongers with the local culture. 
  • Concrete plans for engagement initiatives that foster connections between New Hongkongers and MTR

Inspirations

  • How do the transportation needs of new Hong Kong residents differ from long-term residents?
  • How do the transportation needs of new Hong Kong residents differ from long-term residents?
  • How might technology enhance the experience of new Hongkongers using public transport?
  • What can MTR do to make their services the preferred choice for new Hongkongers?
  • How can MTR effectively engage and connect with new Hongkongers?
Inspiration 1
Inspiration 2
Inspiration 1
Inspiration 2

Expectations

A 5 to 10 slide presentation of their Submission produced in PDF format (for first round). The submission should suggest applications of innovative technologies which can bring the following benefits to Hong Kong citizens:

Enhancing efficiency: Improve efficiency and convenience for citizens through streamlining processes, reducing wait times, and optimising resource allocation in public services.
Promoting sustainability: Contribute to building a more sustainable and livable city through implementing environmentally friendly solutions, reducing energy consumption, promoting renewable energy and optimising resource allocation.
Fostering citizen engagement: Empower citizens through digital platforms and services to facilitate their participation in decision-making processes, community initiatives and public services.
Enhancing quality of life: Deliver personalized and accessible services in areas such as healthcare, education, transportation, and public safety to elevate the overall quality of life for Hong Kong citizens.

Prizes

Champion champion

HKD30,000 cash prize     
+  
HKGCC Student Associate Membership (1 year)

1st Runner-up 1st Runner-up

HKD20,000 cash prize     
+  
HKGCC Student Associate Membership (1 year)

2nd Runner-up 2nd Runner-up

HKD10,000 cash prize     
+  
HKGCC Student Associate Membership (1 year)

About MTR Corporation

MTR has been serving the community for 45 years with the mission to Keep Cities Moving. Through our transportation network and property developments, we enable cities and their people to move forward and make progress. By fulfilling our mission, we create long term sustainable value for all of our stakeholders – customers, employees, the supply chain and the community.

 

22/F United Centre, 95 Queensway
Admiralty, Hong Kong
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GENERAL ENQUIRIES
Ms. Kary Chung
[email protected]
(852) 2823-1237