Globe Telecom value brand TM has grown to be one of the most competitive mobile brands in its category after recording double-digit growth in revenues and customer base in 2014, posting market share gains that have made the TM portfolio as large as its competing value brands.
Revenues from the value brand grew 14% year-on-year, while customer base increased by 21% totaling 22.5 million in 2014 from 18.6 million a year ago on the back of strong acquisition efforts and relevant rewards programs. Ending 2014, the value brand accounted for 51% of the overall mobile customer base of Globe.
“TM has always focused on serving the needs of the lower-income segment and we believed that this catapulted the growth of our Republika ng TM community. Much of the segment’s growth can be attributed to our roster of call, text, and surfing promos that give value for our subscriber’s hard-earned money, boosting uptake in product usage. We also have a very relevant rewards program in place to recognize loyalty among our customers,” said Issa Cabreira, Senior Vice President for Consumer Mobile Marketing.
TM kicked off 2014 with the launch of its aggressive Unlitawag15 and UnliAllNet10 promos, giving customers the most affordable 1-day call and text promos in the market. It also bannered its TM Extend promo which allowed customers to extend the validity of their favorite TM promos for as low as P5 for a period of 24 hours.
Recognizing the shift to smartphone and data usage, TM also extended to its customers free access to Facebook to enjoy the social networking site without the need for Wi-Fi or incurring data charges, as well as free access to the NBA League Pass and Wattpad for every registration to a TM or GoSURF promo.
Before the year ended, TM also launched the innovative Piso Mall, a one-stop stop virtual video store which enables TM customers to watch videos on their mobile phones from a selection of over 200,000 video content, with each video available for as low as P1. With Piso Mall, TM customers can enjoy their favorite TV shows, movie trailers and clips, music videos and video tutorials at a pocket-friendly price, anytime, anywhere via their mobile phones.
“With Piso Mall, we are changing the prepaid landscape once again by providing our customers easy, affordable and hassle-free access to video content, enabling them to live their digital lifestyle," adds Cabreira.
TM is set to sustain its stronghold in the prepaid segment this year as it continues to remain relevant to its customer base with innovative and affordable promos, as well as services that allow them to maximize their smartphones and data access more.