Smart, SUN, dominate 2014 postpaid markets

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Smart Communications Inc. (Smart) and Sun Cellular (Sun), the wireless units of Philippine Long Distance Telephone Co. (PLDT), held on to its dominant position in mobile postpaid with a 16 percent increase in number of subscribers, or more than 387,000 additional subscribers in 2014, a senior official said on Monday.

Charles Lim, Executive Vice President and Wireless Consumer Division Head of Smart and Sun, said Smart and Sun subscribers of more than 2.8 million represents 55 percent of the total Philippine mobile postpaid market.

“The gains posted by Smart and Sun in 2014 are attributed to PLDT’s integrated wireless network with unparalleled capacity, reach and resiliency, premium-packed devices and content offers,” Charles A. Lim, Executive Vice President and Wireless Consumer Division Head of Smart and Sun said.

Postpaid revenues in 2014 was P21.7 billion, which is 14-percent or P2.6 billion increase from the previous year. Postpaid revenues account for 21 percent of total cellular revenues for the PLDT wireless business.


Smart unveiled a strong lineup of smart phone offerings in 2014 for all types of postpaid users, including flagship devices such as the Samsung Galaxy S5, the Samsung Galaxy Note 4, the Sony Xperia Z1 and Z2, and the iPhone 6 and 6 Plus.

Best-value postpaid
Smart also introduced best-value postpaid plans that came with power-packed entry-level handsets, data allowance, and access to unlimited music streaming via Spinnr. Ppostpaid subscribers were also given access to 35 million songs on-the-go through Smart’s exclusive partnership with global music streaming service Deezer.

To bolster its postpaid growth, Smart recently introduced a revitalized postpaid lineup with better handset choices, bigger data volume allowances, and even free music streaming via Deezer for two years.

To empower more Filipinos with the latest technology, Sun offered its postpaid subscribers wearable devices through affordable and value-packed packages.

Sun Postpaid also offered useful, relevant add-ons such as the Value MIX which allowed subscribers to beef up their plans by creating their own bundles for just an additional P99 a month.

Meanwhile, the Trinet add-on allows Sun subscribers to call and text Smart and Talk ‘N Text subscribers for as low as P99.

Sun Cellular increased its retail presence during the year with Sun Shop on Wheels–a new retail channel designed to provide the same in-store services as the regular Sun Shops. Rolled out at key cities of Metro Manila and selected provincial areas, the Sun Shop on Wheels is designed to meet daily customer transactions in areas where there is limited access to Sun retail outlets.

To complement the device and plan offers, Smart and Sun unveiled digital content services, which changed the way Filipino mobile users live and communicate.

Digital content
These digital content offers access to unlimited music streaming via the Smart-developed music app, Spinnr; digital downloads of Summit Publishing titles via e-bookstore, Buqo; video streaming via Viewstream and Blink; online gaming e-Pins via GameX, among others.

Smart subscribers also enjoy millions of apps on Google Play Store and Apple iTunes, which can now be charged to their postpaid bills monthly.

Lim said that the companies would build on the gains of the previous year, which “presented us with opportunities to shape the mobile lifestyles of Filipinos.”

“By introducing our subscribers to an ‘always-on’ mobile data experience, and by giving them more ways to access information and content, we are able to build habit and spur usage among our subscribers, and to translate this to sustained revenue streams for the postpaid businesses of Smart and Sun,” Lim said.

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