Case Analysis

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Background of the Case
Upon entering of the 20th is the rise of the cellular mobile communications, in which Smart Communications, Globe Telecom and Sun Cellular dominates the top of the Mobile Communication market. With the rapid growth of subscribers of each telecom companies is the growth in demand of the text and call services that they offer. With these scenario come into view, Sun Cellular begin to offer an Unlimited Call and Text Promo to its subscribers thus making a wakeup call to the other cellular companies. Globe Telecom’s response to the action made by Sun Cellular, is the start of unlimited short message service (SMS) and Call promos and discount to its subscribers. Smart Communications has the most bizarre reaction of the Sun Cellular’s move, they filled a complaint to the National Telecommunication Commission to prohibit the Unlimited Call and Text pricing scheme of Sun Cellular but NTC denied their appeal. When the Unlimited 24/7 Call and Text scheme of Sun Cellular began, complaints began to appear with the increasing drop call rate and weak signal reception that the subscribers experience during the subscription period of the promo. Sun Cellular admitted that it deliberately disconnects the call to prevent abuse from its subscribers.

Sun Cellular
Digitel Mobile Philippines, Inc. (DMPI), commercially known as Sun Cellular is a wholly-owned subsidiary of Digitel, and is one of the Philippines' leading mobile telecommunications companies. It was established by DIGITEL in September 2001 to provide wireless public and private telecommunications services. Sun Cellular, offers a wide range of service innovations for mobile telephony from voice, messaging and international roaming services, to wireless broadband and value-added services for consumers and businesses alike. It has received accolades over the years with awards such as the Most Promising Telecom Service Provider in Asia Pacific award in the 2009 Frost & Sullivan ICT Award in...
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