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THE operator of Sun Cellular said its market share expanded in the
first half this year despite soaring inflation.
James Go, president and chief executive officer
of Digital Telecommunication Philippines Inc. (Digitel), the parent
firm of Digital Mobile Philippines Inc. (DPMI), said Sun
Cellular’s subscriber base reached 6.5 million at end-June.
In the first quarter, Sun Cellular’s
subscribers hit 5.3 million.
“We are increasing at an average of half a
million per month. So we should meet the target of 10 million this
year,” Go told reporters on the sidelines of the National
Telecommunications Commission (NTC) anniversary.
Go said the current challenges in the economy
favor DMPI as the company offers value of service. “It’s very
affordable. Very good pricing for an average consumer,” he said.
Sun Cellular pioneered the 24/7 Call and Text
Unlimited service in October 2004, which spawned a phenomenal growth
in its subscriber base.
The company’s market share has increased to 10
percent from 7 percent. “We are increasing. I cannot say who is
losing [market share],” Go said.
Ramon Isberto, spokesman for rival Smart
Communications Inc., said the company has been able to maintain its
market share not only in terms of the number of subscribers but also
revenue equivalent.
“I think we’ve managed to hold on our own
[market share],” Isberto said, adding that its subscribers base
and revenue have been growing.
Smart and unit Pilipino Telephone Corp. have a
combined market share of at least 55 percent, while Globe Telecom
Inc. has about 38 percent.
Sun Cellular plans to capture at least 10
million subscribers by year-end as it keeps on rolling out more
cellular sites, which may reach 4,000 by then.
Next year, Sun Cellular is aiming for 12 million
to 14 million subscribers as it plans to expand its cell site
networks to 5,000.
The company is earmarking $300 million or at
least P12 billion in investments every year.
Of the total, P2 billion would come from
internally generated funds while the rest would be borrowed from
export credit agencies.
In the first quarter of the year, Digitel posted
a net loss of P882.1 million from P440.4 million in the same period
last year.
-- Darwin G. Amojelar
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