Mobile phone users in Tianjin and Hainan are now allowed to switch operators, a step toward diluting the market dominance of the world's largest wireless operator, China Mobile, and opening the door for new third-generation technology opportunities.

A new pilot program in north China's Tianjin Municipality and south China's Hainan Province involves all three of the country's phone service operators, China Mobile, China Unicom, and China Telecom.

Each company features 3G services that provide faster transmission speeds and broader multimedia experiences.

China Unicom runs European-style WCDMA technology, which is seen as more popular than the home-made TD-SCDMA platform employed by China Mobile.

Wang Tianfeng, Haikou resident, said, "It's so convenient. Now I can switch to the WCDMA network without changing my number."

The change has been in effect for just one day, but fierce competition between China's three major mobile telecommunications operators has already began.

Free gifts and special promotions are now on offer, and a "price war" also appears to be in the cards.

Professor Zeng Jianqiu, Beijing University of Posts & Telecommunications, said, "It's a good move. Now consumers have options. They will enjoy lower prices and better services."

The move follows a 2008 government circular aimed at promoting telecom reform. It allows subscribers to freely switch networks, in order to boost competition in favor of smaller industry players.