From Taiwanese phonemaker HTC to Mong Kok's gray-market phone importers, everyone is trying to benefit from the buzz, as competition heats up to sell users advanced internet-surfing phones and service plans geared for data-heavy usage.

The alternative options appear increasingly more attractive to consumers, because supply of the officially released iPhone 3G will be tight. The lucky 500 who are guaranteed to get it on the first day were only notified yesterday.

According to a market source, more than 60,000 people have signed up with 3 HK, but only 10,000 phones will be available.

Although the phone will initially be available only through 3 HK's shops, phone retailers have started their own price war. For those who do not want to sign a contract with 3 HK, some parallel-import shops in Mong Kok's Sincere Podium shopping center are offering the phone for HK$6,800, according to Eastweek, the sister publication of The Standard.

It will be available on July 21, according to a shop owner.

Meanwhile, prices of HTC smart phones have been reduced by some stores by 7 to 16 percent in recent days.

Some shops have even reduced the price of the HTC Touch Diamond - only just launched in Hong Kong - by up to 10 percent. CSL, the exclusive agent for the HTC Touch Diamond, has hired young women in skimpy golden bodysuits to hawk the phone to revelers in Lan Kwai Fong.

Despite these intense marketing efforts, Apple's legion of loyal fans are saying that no phone can compete with the iPhone 3G in terms of functions.

IT worker Marchi, 23, told Eastweek he preregistered for the iPhone 3G the first day it was announced. "I'm so excited, I can't sleep," Marchi said.

Sources said 3 HK has been so low- profile about the iPhone 3G launch because its contract with Apple stipulates all marketing decisions have to be approved by Apple's US headquarters.