Globe Telecom

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EXECUTIVE SUMMARY

This paper tends to develop strategies that strive to increase Wireless Net Operating Revenues by means of existing subscribers utilization and penetration of potential subscribers through market penetrations supported by extensive cost effective solutions, network roll out, best network quality and customer service. The author believes that marketing and operations should be aligned in order to survive the industry’s current competition.

The increasing mobile penetration inside and outside the archipelago indicates a large opportunity for the mobile operator carriers wherein extensive marketing should be done on newly covered or improved areas in order to attract potential subscribers especially on the rural areas where mass market is abundantly present.

The birth of the “bucket pricing” during 2004 has flooded the market with affordable pricing schemes and promos, which modified mobile industry competition and affected Globe Telecoms earnings. This new trend has signified a new start of a more competitive environment among each player wherein offered services are done step by step and each aspects are being assess in order to make sure that they can be supported by the existing network capacity.

These coming years will surely be tough for the Top 2 mobile operators especially when they have already accomplished 100% population coverage. The operator with the most promising pricing schemes and reliable network will surely flourish. The proposed strategies attempts to prepare the company with the forthcoming competition through subscriber education and help them to have a good quality of life, impose competitive price scheme, maintain satisfaction of internal customers to preserved manpower knowledge and low attrition rate, deploy cost effective solutions to further utilize existing resources while meeting customer satisfaction especially on areas that doesn’t allow cell site existence, and lastly, balance network resources to make

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