how suncell changed the game
TRANSCRIPT
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How Sun Cellular
Changed the Game
Obar, Fidel, Hugo, Silubrico, Wenceslao June 2011
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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
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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
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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
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1. End of Telecom Monopoly
Since 1981 PLDT was the sole Telephone provider.
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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.
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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
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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
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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
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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
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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
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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
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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
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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.
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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
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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.
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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
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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
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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
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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
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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
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Steps 6 to 10
9. Marketing Campaign
Increasing Brand Value
1. Advertising
2. Sales Promotion
3. Interactive Marketing
4. Events & Experiences
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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
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Steps 6 to 9
10. 1M Post Paid Subscribers
Hits the 1M Mark!!!
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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
![Page 27: How SunCell Changed the Game](https://reader033.vdocuments.site/reader033/viewer/2022052905/5584eeaad8b42a78618b4d3f/html5/thumbnails/27.jpg)
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