Globe enters co-branding tie-up with Cherry Mobile

Louella Desiderio (The Philippine Star) - November 28, 2015 - 9:00am

MANILA, Philippines - Ayala-led Globe Telecom Inc. is aiming for sustained growth in its prepaid business following the co-branding partnership with local mobile phone maker Cherry Mobile. 

In a statement, Issa Cabreira senior vice president for consumer mobile marketing at Globe, said the partnership is expected to enable the telco to sustain its growth in the prepaid business by tapping new markets and positioning the brand as the preferred service provider for new smartphone users. 

“The number one mobile brand with the number one mobile phone manufacturer in the country coming together to revolutionize the prepaid market in the Philippines spells a huge difference in terms of customer experience. This partnership with Cherry Mobile serves as a vehicle for us to provide mobile internet services for every Filipino to ultimately empower their digital lifestyle,” she said. 

The partnership with Cherry Mobile which involves offering the prepaid service dubbed as Cherry Prepaid powered by Globe, was launched early this month.

The new offering aims to reach out to low-end prepaid customers and enable them to have mobile connectivity by providing high quality mobile phones and prepaid service into one affordable package. 

?Under the partnership, customers can choose between a P399 Lite Bundle, a P999 Big Time Bundle, and P1699 Partner Bundle, which all come with a Cherry Prepaid SIM and a roster of freebies, including a bonus load feature allowing customers to get free prepaid load ranging from P10 to P300. 

With the co-branding partnership with Cherry Mobile, Globe hopes to attract an additional two to three million prepaid customers.

As of the end of September, Globe’s consolidated prepaid customer base reached 47.8 million, up 17 percent from 40.7 million a year ago. 

The growth was driven by new offerings that cater to the subscribers’ shift to a digital lifestyle. 

Globe Prepaid has positioned itself as the digital brand for the youth as it offers free access to social networking and messaging apps such as Facebook and Viber, as well as other premium apps and content. 

The TM brand for the value prepaid market,meanwhile, has been successful in providing affordable call, text and surfing promos. 

“We are very pleased with the performance of our prepaid business over the last few years amid the very intense competition in this segment. Globe Prepaid has become the preferred brand among today’s digital youth while our TM brand remains the go-to mobile brand for the value prepaid market who are always on the lookout for the best deals. With the advent of the digital revolution, it is very encouraging to see how customers maximized our offerings to help them embrace the digital lifestyle,” Cabreira said.

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