Sun Cellular changed the mobile game in the Philippines by offering the country's lowest postpaid plan and unlimited calling/texting. They capitalized on the large untapped market when only 1 in 30 Filipinos owned a phone. Through aggressive marketing, they were able to gain over 1 million postpaid subscribers and helped fuel the mobile phone mania that spread across the Philippines.

1. How Sun Cellular
Changed the Game
Obar, Fidel, Hugo, Silubrico, Wenceslao
June 2011
www.markmasuncell@blogspot.com

2. Steps 1 to 5
Sun Cell’s Game Plan
1. End of Telecom Monopoly
2. 1 out of 30 Filipinos
3. Mobile Opportunity
4. Mobile Vs Landline
5. Unlimited Call & Text
www.markmasuncell@blogspot.com

3. Steps 6 to 10
Sun Cell’s Game Plan
6. Lowest Post Paid Plan
7. The 2nd Line
8. Cell Phone Mania
9. Marketing Campaign
10. 1M Post Paid Subscribers
www.markmasuncell@blogspot.com

4. Steps 1 to 5
Sun Cell’s Game Plan
1. End of Telecom Monopoly
2. 1 out of 30 Filipinos
3. Mobile Opportunity
4. Mobile Vs Landline
5. Unlimited Call & Text
www.markmasuncell@blogspot.com

5. 1. End of Telecom Monopoly
Since 1981 PLDT was the sole Telephone provider.
www.markmasuncell@blogspot.com

6. 1. End of Telecom Monopoly
In 1995 deregulation of the industry saw PLDT re-privatized
and allowed as many as 60 companies to challenge the
incumbent.
www.markmasuncell@blogspot.com

7. Steps 1 to 5
Sun Cell’s Game Plan
1. End of Telecom Monopoly
2. 1 out of 30 Filipinos
3. Mobile Opportunity
4. Mobile Vs Landline
5. Unlimited Call & Text
www.markmasuncell@blogspot.com

8. Steps 1 to 5
2. 1 out of 30 Filipinos
In year 2000, only 1 out of 30 Filipinos owned a Cellular
phone.
2900% potential growth
www.markmasuncell@blogspot.com

9. Steps 1 to 5
Sun Cell’s Game Plan
1. End of Telecom Monopoly
2. 1 out of 30 Filipinos
3. Mobile Opportunity
4. Mobile Vs Landline
5. Unlimited Call & Text
www.markmasuncell@blogspot.com

10. Steps 1 to 5
3. Mobile Opportunity
In year 2000, all mobile services are offered on post
paid basis. Excluding:
> people with poor credit ratings
> under legal age
Launch: Prepaid Subscribers
www.markmasuncell@blogspot.com

11. Steps 1 to 5
Sun Cell’s Game Plan
1. End of Telecom Monopoly
2. 1 out of 30 Filipinos
3. Mobile Opportunity
4. Mobile Vs Landline
5. Unlimited Call & Text
www.markmasuncell@blogspot.com

12. Steps 1 to 5
4. Mobile vs. Landline
In 1995, 1600 towns did not have telephone lines, 80%
of all lines were in Metro Manila.
No communication lines
www.markmasuncell@blogspot.com

13. Steps 1 to 5
5. Unlimited Call & Text
1. End of Telecom Monopoly
2. 1 out of 30 Filipinos
3. Mobile Opportunity
4. Mobile Vs Landline
5. Unlimited Call & Text
www.markmasuncell@blogspot.com

14. Steps 1 to 5
5. Unlimited Call & Text
In 2003 Sun Cellular entered the market and offered
unlimited calling and texting on a GSM network for a
fixed monthly fee – Trumping Smart and Globe’s ever
–lowering prepaid deals and promos.
www.markmasuncell@blogspot.com

15. Steps 6 to 10
Sun Cell’s Game Plan
6. Lowest Post Paid Plan
7. The 2nd Line
8. Cell phone Mania
9. Marketing Campaign
10. 1M Post Paid Subscribers
www.markmasuncell@blogspot.com

16. Steps 6 to 10
6. Lowest Post Paid Plan
At the time of Sun Cellular’s Launching; they offered a
post paid plan as low as 250 pesos per month. Globe
and Smart’s lowest post paid plan at the time was
800 pesos. With better free handset deals.
www.markmasuncell@blogspot.com

17. Steps 6 to 10
Sun Cell’s Game Plan
6. Lowest Post Paid Plan
7. The 2nd Line
8. Cell phone Mania
9. Marketing Campaign
10. 1M Post Paid Subscribers
www.markmasuncell@blogspot.com

18. Steps 6 to 10
7. The 2nd Line
The Philippines, with a population of only 89 million, has now a
total of 84.5 million mobile phone subscribers.
*almost every Filipino, young and old, has a cell phone
*or many Filipinos has one or up to three cell phones each.
or and
Globe Smart Sun
www.markmasuncell@blogspot.com

19. Steps 6 to 10
Sun Cell’s Game Plan
6. Lowest Post Paid Plan
7. The 2nd Line
8. Cell phone Mania
9. Marketing Campaign
10. 1M Post Paid Subscribers
www.markmasuncell@blogspot.com

20. Steps 6 to 10
8. Cell Phone Mania
The Philippines, with a population of only 89 million, has now a
total of 84.5 million mobile phone subscribers.
In the words of industry research firm Frost & Sullivan, the country’s
mobile phone penetration rate is now 96 percent.
www.markmasuncell@blogspot.com

21. Steps 6 to 10
Sun Cell’s Game Plan
6. Lowest Post Paid Plan
7. The 2nd Line
8. Cell phone Mania
9. Marketing Campaign
10. 1M Post Paid Subscribers
www.markmasuncell@blogspot.com

22. Steps 6 to 10
9. Marketing Campaign
1. Advertising
2. Sales Promotion
3. Interactive Marketing
4. Events & Experiences
Increasing Brand Value
www.markmasuncell@blogspot.com

23. Steps 6 to 10
Sun Cell’s Game Plan
6. Lowest Post Paid Plan
7. The 2nd Line
8. Cell phone Mania
9. Marketing Campaign
10. 1M Post Paid Subscribers
www.markmasuncell@blogspot.com

24. Steps 6 to 9
10. 1M Post Paid Subscribers
Hits the 1M Mark!!!
www.markmasuncell@blogspot.com

25. SUMMARY
www.markmasuncell@blogspot.com 25

26. Steps 1 to 5
Sun Cell’s Game Plan
1. End of Telecom Monopoly
2. 1 out of 30 Filipinos
3. Mobile Opportunity
4. Mobile Vs Landline
5. Unlimited Call & Text
www.markmasuncell@blogspot.com

27. Steps 6 to 10
Sun Cell’s Game Plan
6. Lowest Post Paid Plan
7. The 2nd Line
8. Cell Phone Mania
9. Marketing Campaign
10. 1M Post Paid Subscribers
www.markmasuncell@blogspot.com