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PLDT using Red Mobile to target growing popularity for ‘unlimited’ offers

8 Mar 2010

Philippine Long Distance Telephone Co (PLDT) is reportedly using its Connectivity Unlimited Resource Enterprise (CURE) mobile unit, which markets pre-paid services under the brand name Red Mobile, to capitalise on the rise in popularity for unlimited offers and multiple subscriber identification module (SIM) ownership. PLDT acquired CURE through its Smart Communications division in April 2009 for PHP419.5 million (USD9.16 million). Smart’s division head of consumer services Danilo J Mojica is quoted as saying that the group is responding to a change in demand from users. ‘Filipino mobile lifestyles are changing. A segment of mobile phone users now have second mobile subscriptions which they use for their calling circles,’ he said. The official’s comments refer to Red Mobile’s new pre-paid offer ‘Red Mobile Unlimited’, which enables members of the second SIM market – for one day – to make unlimited Red-to-Red calls and texts, and to send free SMS to all mobile networks for only PHP25. The cellco is also promoting its ‘Red Mobile Unlimited P125’ offer which offers seven days worth of calls and texts to any Red Mobile number, as well as 300 free text messages to all mobile networks. Moreover for PHP500, a subscriber can enjoy 30 days of unlimited Red-to-Red calls and texts, and 1,000 free text messages to other networks.

In 2010 Smart intends to invest up to PHP210 million in CURE, with most of the funds set aside for working capital purposes.

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