how suncell changed the game
TRANSCRIPT
How Sun Cellular
Changed the Game
Obar, Fidel, Hugo, Silubrico, Wenceslao June 2011
1. End of Telecom Monopoly
2. 1 out of 30 Filipinos
3. Mobile Opportunity
4. Mobile Vs Landline
5. Unlimited Call & Text
Steps 1 to 5
Sun Cell’s Game Plan
6. Lowest Post Paid Plan
7. The 2nd Line
8. Cell Phone Mania
9. Marketing Campaign
10. 1M Post Paid Subscribers
Steps 6 to 10
Sun Cell’s Game Plan
1. End of Telecom Monopoly
2. 1 out of 30 Filipinos
3. Mobile Opportunity
4. Mobile Vs Landline
5. Unlimited Call & Text
Steps 1 to 5
Sun Cell’s Game Plan
1. End of Telecom Monopoly
Since 1981 PLDT was the sole Telephone provider.
1. End of Telecom Monopoly
In 1995 deregulation of the industry saw PLDT re-privatized and allowed as many as 60 companies to challenge the incumbent.
1. End of Telecom Monopoly
2. 1 out of 30 Filipinos
3. Mobile Opportunity
4. Mobile Vs Landline
5. Unlimited Call & Text
Steps 1 to 5
Sun Cell’s Game Plan
Steps 1 to 5
2. 1 out of 30 Filipinos
In year 2000, only 1 out of 30 Filipinos owned a Cellular phone.
2900% potential growth
1. End of Telecom Monopoly
2. 1 out of 30 Filipinos
3. Mobile Opportunity
4. Mobile Vs Landline
5. Unlimited Call & Text
Steps 1 to 5
Sun Cell’s Game Plan
Steps 1 to 5
3. Mobile Opportunity
In year 2000, all mobile services are offered on post paid basis. Excluding:
> people with poor credit ratings
> under legal age
Launch: Prepaid Subscribers
1. End of Telecom Monopoly
2. 1 out of 30 Filipinos
3. Mobile Opportunity
4. Mobile Vs Landline
5. Unlimited Call & Text
Steps 1 to 5
Sun Cell’s Game Plan
Steps 1 to 5
4. Mobile vs. Landline
In 1995, 1600 towns did not have telephone lines, 80% of all lines were in Metro Manila.
No communication lines
1. End of Telecom Monopoly
2. 1 out of 30 Filipinos
3. Mobile Opportunity
4. Mobile Vs Landline
5. Unlimited Call & Text
Steps 1 to 5
5. Unlimited Call & Text
Steps 1 to 5
5. Unlimited Call & Text
In 2003 Sun Cellular entered the market and offered unlimited calling and texting on a GSM network for a fixed monthly fee – Trumping Smart and Globe’s ever –lowering prepaid deals and promos.
6. Lowest Post Paid Plan
7. The 2nd Line
8. Cell phone Mania
9. Marketing Campaign
10. 1M Post Paid Subscribers
Steps 6 to 10
Sun Cell’s Game Plan
Steps 6 to 10
6. Lowest Post Paid Plan
At the time of Sun Cellular’s Launching; they offered a post paid plan as low as 250 pesos per month. Globe and Smart’s lowest post paid plan at the time was 800 pesos. With better free handset deals.
6. Lowest Post Paid Plan
7. The 2nd Line
8. Cell phone Mania
9. Marketing Campaign
10. 1M Post Paid Subscribers
Steps 6 to 10
Sun Cell’s Game Plan
Sun
Globe
Steps 6 to 10
7. The 2nd
Line
The Philippines, with a population of only 89 million, has now a total of 84.5 million mobile phone subscribers. *almost every Filipino, young and old, has a cell phone *or many Filipinos has one or up to three cell phones each.
Smart
or and
6. Lowest Post Paid Plan
7. The 2nd Line
8. Cell phone Mania
9. Marketing Campaign
10. 1M Post Paid Subscribers
Steps 6 to 10
Sun Cell’s Game Plan
The Philippines, with a population of only 89 million, has now a total of 84.5 million mobile phone subscribers. In the words of industry research firm Frost & Sullivan, the country’s mobile phone penetration rate is now 96 percent.
Steps 6 to 10
8. Cell Phone Mania
6. Lowest Post Paid Plan
7. The 2nd Line
8. Cell phone Mania
9. Marketing Campaign
10. 1M Post Paid Subscribers
Steps 6 to 10
Sun Cell’s Game Plan
Steps 6 to 10
9. Marketing Campaign
Increasing Brand Value
1. Advertising
2. Sales Promotion
3. Interactive Marketing
4. Events & Experiences
6. Lowest Post Paid Plan
7. The 2nd Line
8. Cell phone Mania
9. Marketing Campaign
10. 1M Post Paid Subscribers
Steps 6 to 10
Sun Cell’s Game Plan
Steps 6 to 9
10. 1M Post Paid Subscribers
Hits the 1M Mark!!!
1. End of Telecom Monopoly
2. 1 out of 30 Filipinos
3. Mobile Opportunity
4. Mobile Vs Landline
5. Unlimited Call & Text
Steps 1 to 5
Sun Cell’s Game Plan
6. Lowest Post Paid Plan
7. The 2nd Line
8. Cell Phone Mania
9. Marketing Campaign
10. 1M Post Paid Subscribers
Steps 6 to 10
Sun Cell’s Game Plan