Battling the Telco Price War

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GlobeTel confident call/text promo strong enough to match competition
By Manila Bulletin

In the face of fierce competition among telcos in the unlimited call-and-text arena, Globe Telecom re-mains confident that its own Touch Mobile (TM) Todo Text and Todo Tawag Text promo, which was launched earlier this week, will be a strong contender in the price-sensitive market.

TM Segment Head Nonie Busuego explained that the TM promo has features that make it more convenient, and cost-effective than those of rival networks. First, subscribers are assured of longer talk time in the unlimited call scheme. Under Todo Tawag Text, the limit for calls is 30 minutes, as compared to other networks where calls are cut after 5 to 15 minutes. This allows subscribers to maximize the unlimited calling privilege provided by the promo without having to redial the same number to continue a conversation.

The TM promo also offers a combined call-arid-text option, where subscribers can avail of 30 days unlimited SMS and voice. A similar promo from a competing network only provides either unlimited calling or texting, but not a combination of the two. The flexibility of TM's scheme would benefit value-conscious Pinoy consumers, who generally prefer texting as a means of communication but also rely on their mobile phones to make important calls while on the go.

More importantly, the TM Todo Tawag Text promo is the most convenient way to avail of unlimited service among the buffet pricing schemes currently being offered by various telcos. Other networks re-quire the subscriber to either buy a special prepaid card for the promo, or to text in the number they wish to call before the system can make the connection, similar to the procedure for making an operator-assisted call. By contrast, TM subscribers simply have to register in the promo and then proceed to use their cellphones to call and text directly.

Busuego further pointed out that the TM promo gives subscribers the best value for their money, with the unlimited service only costing P10 per day. This is currently the lowest price among existing offers. "In these economically challenging times, TM understands and responds to the consumers' need to stretch their peso," she said. "Todo Text and Todo Tawag Text offer reliable connectivity powered by Globe's wide network coverage, as well as value for money, which is a major concern for the price-sensitive market."

Globe also assured subscribers of its continuing commitment to providing quality service, saying that they have made technical adjustments to their network to guard against congestion and ensure that the unlimited call-and-text scheme will not adversely affect their experience.

The move is also seen to strengthen the recently relaunched TM brand and serve as an opportunity for the company's growth by opening up new venues for innovation. "By responding to the changing needs of our customers. Globe is exploring a significant and largely untapped market," stated Busuego. "We see our initial venture into buffet pricing as a way to reach out to price-sensitive consumers and to continue the Globe tradition of introducing innovative and empowering services."