Sun Cellular aims to gain market leadership by the end of the year, the company said on Monday.
“We expect to gain market leadership by end of the year,” Sun Vice President Joel Lumanlan said during a press briefing on Monday.
Sun’s postpaid arm posted an increase of 18 percent from 1.54 million to 1.81 million customers in the first quarter of last year.
Sun subscribers increase by 2 percent, from 13.58 million last year to 13.85 million.
The company said that average gross revenue per user (ARPU) in the first quarter of 2015 was P452 down by 5 percent from P478 a year earlier.
“Q1 [first quarter]we grew 18 percent, so we should be able to sustain that or surpass that,” Lumanlan said.
Sun dominated the mobile postpaid segment during the first quarter of 2015 with a remarkable 18 percent year-on-year growth in its postpaid subscriber base, according to the latest disclosure of its parent firm PLDT.
“We are very confident that Sun will sustain this momentum of double-digit growth and outpace its direct competitor as we roll out highly competitive products that appeal to the wise spender in every Filipino,” he added.
Lumanlan said. “Sun’s strategy has always been simple: empower Filipinos with a much better choice for their mobile services.”
By comparison, Sun competitor Globe posted a 9-percent year-on-year growth in terms of postpaid subscriber base over the same period.
On the back of its strong first quarter figures, Sun said it is confident that it will continue its double-digit growth in postpaid subscribers this year, affirming its position as the country’s fastest growing postpaid brand.
“Sun’s stellar performance in the postpaid segment has been hugely driven by feature-packed plans that give subscribers unbeatable value for their money,” Lumanlan said.
When asked if the company has a plan to include content offering since this is the trend on digital market today, Lumanlan replied: “Yes, that is why if you noticed at Plan 450 for just P99 a month you can get 20 hours of data, and that’s open access you can used that for any surfing or internet requirements that you have. And all the other Plans that have data in need and to tap that we also have very exciting augment bundles that are available for all of our subscribers.”
‘Change the way you think’
This strategy resonates in Sun’s newly launched ‘Choose Better’ campaign, which encourages mobile users to rethink their options, cut through all the fluff and settle for the choice that offers the better value.
Under the campaign, Sun is pushing Sun Best Value Plan 450, an entry-level postpaid plan which already comes with a free Android phone plus a monthly pack of unlimited Sun calls and texts; 20 hours of mobile surfing; free Facebook, and 250 texts to other networks.
On the other hand, Sun offers broadband users with Non Stop Surf Plan 450, which provides nonstop surfing; additional 1GB data for data streaming; and another 1GB music streaming on the Spinnr app.
As part of its aggressive campaign, Sun is also boosting its prepaid offers such as Super Loaded Call &Text Unlimited 100 (which features unlimited calls to Sun, Smart and Talk ‘N Text; unlimited texts to all networks; and 100MB data now valid for 7 days), and its prepaid broadband pack Non Stop Surf 25 (which now includes 50MB data for light online activities; 25MB data allowance for heavy online activities’ and 300MB worth of content Spinnr, valid for one day).
In 2014, Sun emerged as the fastest growing postpaid brand in the country after posting a remarkable 18 percent year-on-year growth in terms of subscriber base.