Hot on the heels of yesterday’s entry on Smart Communications (here), Globe Telecom has issued a press release declaring its domination of the mobile data industry “in Philippines after revenues breached the P10 billion mark for the first nine months of the year, 46% more than the combined mobile data revenues of its two competitors.” Similar to Smart’s digital lifestyle bundles, Globe offers packages designed to resonate with subscribers online preferences and lifestyle.
- Globe spearheaded the shift from unlimited time-based data plans to volume-based consumable plans to allow its customers to equally enjoy improved mobile data experience and ensure the most appropriate and affordable pricing for data plans.
- On GoSURF, customers can enjoy free access to premium content such as music streaming service Spotify, which has over 30 million songs and hosts thousands of playlists that can be enjoyed even offline on a premium account.
The market segment that Globe has zeroed in on is the NBA. Globe provides exclusive content combined with access passes to view games and access other NBA related content. Globe developed the “ NBA League Pass” in partnership the National Basketball Association.
As Dean Bubley (Disruptive Analysis) responded yesterday, there exist many unanswered regulatory and competitive issues in the Philippines. It does seem that the nature and current environment in the market has made it the perfect breeding ground for digital lifestyle based bundles.
- As Globe SVP for Consumer Mobile Marketing Issa Cabreira shares, “Globe recognizes the change in our customers’ behavior especially with the surge of more affordable smartphones. In turn, they look for the right kind of data plan that suits their digital lifestyle. Globe adapts to this by improving our portfolio of products such as the GoSURF data plans bundled with topnotch content that are at the same time relevant to our customers.”