Globe Telecom is looking to sustain growth momentum of its prepaid business after several quarters of strong performance with a co-branding partnership with leading mobile phone manufacturer Cherry Mobile.
Consolidated Globe prepaid customer base reached 47.8 million as of end-September 2015, up 17 percent from previous year’s 40.7 million. Globe Prepaid customer base posted growth of 14 percent year-on-year, while the TM base grew by 20 percent on the back of offers that recognize the youth and mass market’s shift to the digital lifestyle.
Globe Prepaid has made strides in positioning itself as the digital brand for the youth with offers which are bundled with free access to top social networking and messaging apps such as Facebook and Viber, premium apps and content such as Spotify, as well as top mobile games such as Clash of Clans. Globe Prepaid also enhanced its revolutionary GoSAKTO, which now allows customers to create more than 200 million call, text, and app combos that fit their needs, budget, and lifestyle.
On the other hand, its TM brand, specifically targeting the value prepaid market, has been strong with innovative value for money offerings with the most affordable call, text and surfing promos, including TM Extend which allows customers to extend the validity of TM call and text promos for as low as P5 for a day. Over the years, TM has achieved steady growth trajectory, making it the fastest-growing mobile brand in the value prepaid category.
“We are very pleased with the performance of our prepaid business over the last few years amid the very intense competition in this segment. Globe Prepaid has become the preferred brand among today’s digital youth while our TM brand remains the go-to mobile brand for the value prepaid market who are always on the lookout for the best deals. With the advent of the digital revolution, it is very encouraging to see how customers maximized our offerings to help them embrace the digital lifestyle,” says Issa Cabreira, Senior Vice President for Consumer Mobile Marketing at Globe.
To sustain the growth momentum in its prepaid business, Globe recently forged a co-branding agreement with Cherry Mobile to offer Cherry Prepaid. This new partnership allows Globe to reach out to new and untapped prepaid markets and position the telco as the network of choice for new smartphone users.
“The number 1 mobile brand with the number 1 mobile phone manufacturer in the country coming together to revolutionize the prepaid market in the Philippines spells a huge difference in terms of customer experience. This partnership with Cherry Mobile serves as a vehicle for us to provide mobile internet services for every Filipino to ultimately empower their digital lifestyle,” adds Cabreira.
The prepaid offering, dubbed as Cherry Prepaid powered by Globe, combines high quality mobile phones and prepaid service into one affordable package. Customers can choose between a P399 Lite Bundle, a P999 Big Time Bundle, and P1699 Partner Bundle. Users can also avail of the SIM-only option for only P29. All phone bundles come with a Cherry Prepaid SIM and a roster of freebies, including a bonus load feature which entitles customers to receive free prepaid load ranging from P10 to P300.
With the co-branding partnership with Cherry Mobile, Globe hopes to gain at least 2 to 3 million additional prepaid customers as it expands its reach to low-end prepaid customers who are beginning to use smartphones and internet access on their devices.