Smart in the Philippines is launching mobile broadband based on its newly rolled-out HSPA network. As well as bringing personal Internet access to millions, it’s an important part of the provider’s strategy to raise its presence among higher-spending customers.
Smart, the leading Philippines mobile communications service provider (CSP) with 35 million subscribers, is on a mission. Its vision is to make the Internet experience available to every Filipino.
“Introducing mobile broadband is an important step in ensuring the entire population has access to the Internet,” says Bong Mojica, Head, Wireless Consumer Division, Smart. “Our drive is to make the Internet available on-the-go at an acceptable price.”
Having upgraded the Nokia Siemens Networks-provided HSPA network, starting with key areas in 2008, February 2009 sees the launch of Sandbox, the portal of services behind Smart’s mobile broadband offering. “We are catering for two audiences, those who have adopted the Internet already and those who are new to the online world. We offer a wide array of handsets at various price levels, which is key to making the service ubiquitous,” explains Mojica.
Bong Mojica on Nokia Siemens Networks “As we enter the mobile Internet space, it is very important to learn from those who have done it already. Nokia Siemens Networks has a presence in many areas where mobile broadband has been in play for a long time. There is huge strategic value in partnering with Nokia Siemens Networks because we can leverage their experience to enhance our execution of mobile broadband."
Building on the mobile Internet experience
The mobile broadband launch builds on three years of mobile data experience since Smart introduced 3G services in 2006. According to Mojica, this has given 3G subscribers the chance to practice entering the Internet world on mobile phones.
“Research shows that Filipinos are not afraid of the Internet. Social networking is very popular. Activities like uploading content, watching online videos and blogging are ingrained in the Filipino psyche. Many people go to Internet cafés. Web browsing is the entry point for mobile broadband but we are offering a choice of services, from buying music and viewing rich media on the mobile, to enhanced messaging,” he says.
Boosting the brand
Clearly, mobile broadband forms an important part of Smart’s overall strategy. As well as creating new revenue, mobile data services have already impacted Smart’s churn rates. “Being first to launch in the country creates a lot of stickiness. It also lifts the overall image of our brand. This is vital because Smart is often identified with lower demographic subscribers. We want to retain this but increase our presence among the higher demographic of the population” says Mojica.
“It is hard to underestimate the financial impact of mobile data services and our recent performance in this area has upped the ante in other value added services. Getting into mobile broadband is an exciting new space for us.”
Print