PLDT Inc. and its mobile arm, Smart Communications, positioned themselves as leading digital services providers in the Philippines throughout 2019, focusing on innovative products and network superiority. The company's promotional strategy during this period centered on unlocking digital experiences for consumers, particularly through entertainment bundles, connectivity solutions, and retail partnerships. These initiatives were designed to meet the evolving needs of Filipinos, offering rewards and value-added services alongside their core internet and mobile offerings.
Entertainment and Connectivity Bundles
A significant portion of PLDT's 2019 promotional activities involved expanding digital content access for its subscribers. The company leveraged its network capabilities to provide exclusive entertainment packages, notably in the sports and video streaming sectors.
NBA League Pass Integration
PLDT Home subscribers were offered a specialized NBA League Pass subscription service. This promotion allowed subscribers to access NBA games and exclusive programs live and on-demand. The service was priced at a starting rate of PhP 485 per month, with the subscription fee charged directly to the subscriber's existing PLDT Home account. This offer was highlighted as a premier way to follow the league, particularly during the 2019-2020 season and playoffs. The NBA League Pass service provided subscribers with: - Access to seeding games and playoffs. - New statistical overlays and alternative audio options. - Multiple viewing options, including new camera angles and multi-language streams. - Influencer commentary and in-depth game analysis.
Video Every Day Promo
Smart Communications introduced the "Video Every Day" promo to enhance the value of its GigaSurf data packages. This promotion provided customers with up to one hour of daily video access for specific platforms, including YouTube, iflix, iWant TV, Cignal Play, and NBA League Pass. The availability of this video access was contingent on the validity of the customer's GigaSurf subscription. This initiative followed the success of the Free YouTube campaign, which reportedly increased daily active YouTube users and significantly boosted data traffic on the network.
Digital Device and Service Innovations
In late 2019, PLDT and Smart showcased a range of new products at an event themed "Unlock the Future." These innovations aimed to elevate the customer experience regarding digital devices and content consumption.
Cignal Play and Streaming Services
A notable service feature introduced was a plug-and-play device designed to consolidate various streaming services onto a single TV interface. This device allowed customers to easily watch trending videos on YouTube, HD channels from Cignal, and movies and TV series from iflix. It also provided access to Netflix originals and hundreds of free streaming channels. This product represented PLDT's strategy to integrate diverse digital content into a seamless home entertainment experience.
Gaming Commitment
PLDT and Smart affirmed their commitment to the gaming community in 2019. The companies supported events such as the Esports and Gaming Summit 2018 and the "Road to the Nationals," which recognized top DOTA 2 and Tekken 7 players. This support was backed by claims of network superiority, with PLDT Home Fibr advertised as the fastest Fibr connection for lag-free gaming at home, and Smart LTE positioned as the fastest LTE network for mobile gaming.
Retail Partnerships and Consumer Promotions
During specific promotional periods, PLDT Group expanded its reach through partnerships with major retailers, most notably the SM Store. These collaborations provided customers with exclusive deals and freebies.
Supreme Independence Day Promo (June 2019)
In June 2019, PLDT, Smart, Cignal, and Maya partnered with SM Store for the "Supreme Independence Day" promo. This event offered a variety of discounts, freebies, and cashback opportunities for shoppers visiting SM Store branches.
Eligibility and Initial Offers (June 9): SM Advantage Card (SMAC) members were granted early access to exclusive offers on June 9. These offers included: - 20% discount on Smart prepaid cards (specifically P300 and P500 denominations). - Exciting raffle prizes from PLDT Home. - 12% discount on Cignal prepaid cards. - Potential cashback of up to P612 from Maya.
General Consumer Offers (June 10-12): From June 10 to June 12, the following promotions were available to general customers at SM Store: - 20% discount on Smart Rocket SIMs. - 50% discount on Smart Bro Pocket Wifi LTE-Advanced devices. - 20% discount on Smart prepaid cards (P300 and P500 denominations). - 20% discount on Smart and TNT SIMs and P100 load.
Additional Incentives: Customers participating in the promo also had opportunities to earn cashback by using specific payment methods. A cashback of up to P500 was offered for scanning-to-pay via Maya QR for an accumulated spend of P5,000 at the SM Store during the promo period. Additionally, a cashback of up to P200 was available for cashing in up to P10,000 at participating SM Store branches. Visitors to the PLDT booth could also receive freebies upon downloading and registering for a Maya account.
Switching Incentives
Customers looking to switch to Cignal postpaid were offered freebies and discounts. This offer required customers to bring their competitor billing to an SM Mall and apply for a Cignal account through SM Bills Payment.
Business Connectivity Solutions
While consumer promotions focused on entertainment and retail, PLDT also targeted the business sector with specific connectivity packages.
FibrBiz MSME Application
In 2019, PLDT offered the FibrBiz MSME internet packages tailored for Micro, Small, and Medium Enterprises. The application process involved providing customer information, selecting a package, and agreeing to terms and conditions.
Package Details: - Speeds: Packages offered speeds up to 15Mbps, 25Mbps, or 50Mbps. - Speed Variance: The terms noted that actual speeds might vary by 10-30% of the subscribed speed. - Additional Services: Options for business landlines were available. - Availability: Packages were subject to availability.
Terms and Conditions: The application form outlined specific responsibilities and conditions: - PLDT Responsibilities: Included installation and maintenance of services. - Customer Responsibilities: Required customers to provide necessary access for installation and maintenance. - Discontinuation: Service could be discontinued for non-payment or unauthorized use.
Conclusion
In 2019, PLDT and Smart focused on a multi-faceted promotional strategy that combined digital content expansion, hardware innovation, and strategic retail partnerships. The primary goal was to enhance the value proposition for both residential and business customers. For consumers, the "Video Every Day" promo and NBA League Pass integration offered enhanced entertainment access, while the partnership with SM Store provided tangible discounts and cashback incentives. For the business sector, the FibrBiz MSME packages offered structured connectivity solutions. These initiatives reflected the company's broader strategy to leverage network capabilities and content partnerships to drive customer engagement and loyalty.