China Unicom has revealed a new brand and logo for its 3G network, marking the beginning of the operator’s strategy to market new high-speed services in China, the world’s largest mobile market. Using the new ‘WO’ brand, China Unicom will reportedly use three different brand designs to target different market segments. The operator’s first 3G numbers are to be made available on 17 May, the same day the WCDMA-based network will commercially launch in an initial 55 cities. More numbers and phone plans are scheduled for September.

However, the operator has already been criticised for the high tariffs on its new network. According to reports, Credit Suisse said that the reported CNY150 (US$22) per month 3G tariff was focused on the mid- to high-end and therefore gives China Unicom little competitive advantage in its attempt to establish the new network. China Unicom’s 3G rivals have already unveiled their new brands. Market-leader China Mobile will market its TD-SCDMA network as ‘G3’, while China Telecom has branded its CDMA2000 1xEVDO network as ‘e-surfing.’