Introduction

Telecommunication is communication at a distance by technological means,

particularly through electrical signals or electromagnetic waves. Telecommunications in
the Philippines is well-developed due to the presence of modern infrastructure facilities.
The industry was deregulated in 1995, leading to the creation of many
telecommunication service providers for mobile, fixed-line, internet and other services.
The Philippines mobile market took off back in 1999/2000. In the decade or so following
the number of mobile telephone subscribers has grown by around 100 million coming
into 2013, mobile penetration had moved past 100% (112% by end-2012) in this country
of around 96 million people. This report looks at the market in which this growth has
taken place. It also describes another related phenomenon the surprising
performance of SMS in the Philippines. At its peak, around two billion SMS messages
were being sent every day in the Philippines. The country generates the largest SMS
volume in the world, the Philippines accounting for more than 10% of global SMS at one
stage making the country The texting capital of the world. Its mobile operators were
generating the highest proportion of non-voice revenues in the world, thus making
telecommunication one of the leading industries in the country.
The industry is being led by two giant competing networks; the Globe
Telecommunications and Philippine Long Distance Telephone Company (PLDT).


The Typical Consumer
Out of the 96 million populations of the Philippines as of 2013, it was noted that
theres about 100 million subscriber of telecommunication service in the country. Typical
user of the said service is almost anyone. In fact even kids in their elementary days hold
cellphone and are consumer of the service. Moreover cellphone is widely used in
maintaining social life and relationships. The usual personal chats became phone
based. It was more convenient as said by so many subscribers. Imagine, it can fit in
your pocket and in a matter of seconds you could be in touch talking/ communicating
with a friend or love one thousand miles away. Commitment, friendships, business and
family was done through phone, it is how the people of our time communicate and
socialize.
Youths were the primary consumer of the service, they avail almost every promo
that the service provider provides. They are fun of the unlimited; calls, texts and surf.
The generation of youth of todays time was slave of technology, whatever it is, they rely
on technology. They were so active users of cellphone. They stay up late at night
texting and calling, even if they were just with their friends hours ago.
Satisfaction
I am a consumer/ subscriber of both corporations. I got a Globe
Telecommunications sim and Smart Communications sim (PLDT), but I am a more
active user of the former. So to say it, I am more satisfied of Globe Telecommunications
service than that of the Smart Communications(PLDT).
The main factor why I am more satisfied of Globe Telecommunications is that
almost all my friends and family members were already subscriber of the service
provider. As a result, it is more convenient to just go with the flow, to be able to save
some cash since interconnection charges cause one to spend more no matter which
service provider you are subscribed.
Second thing is that when it comes to signal, Globe access better signal
connection in our place compare to Smart. This is mainly because theres a Globe cell
site in our place. And although it is well known that Globe often experience late
messages, Smart experience it too and maybe because of our location, sending
message or even calling using my Smart sim is a challenge.
Third, I cannot patronize Smart promos since in every five load retailer in our
place, four of which solely offers Globe and the other one offers load for the two service
provider. So it means I have to go to that one load retailer if Im going to patronize
Smart, but the hassle is, its quite a walk from our house compare to the Globe retailer
that resides next door.
Fourth, I like the Rewards system used by Globe. That in your every load it will
correspond to a point that you can later use in registering into another promo.
Fifth, I am also into the idea of creating my own promo, which suits me and my
budget. This is being offered by Globe, where in you are free to choose on what
combination of service promo youll create and use.
Sixth, I am also into the idea of the no expiry, the immortal promo offered by
Globe is so awesome and one can really save a lot especially when someone uses
phone just for important/ emergency businesses. I also uses this since in our family, its
a rule, not to leave without load in our phone so that when theres emergency we can
easily contact and be connected.
Those are just the few things that I found very satisfactory of Gobe
Telecommunications service thats why I continuously patronize it despite of the fact
that PLDT is indeed a bigger network.
Improvements`
It is a reality that whatever product or service the elders in the family recommend
or use, most likely, the generation that follows will also be influenced to use and
patronize it. Although our culture is slowly fading into the adaptation of the western
culture, where independence is practice among youth, still this theory/ scenario is
applicable. Just like in the use of service provider when talking about cellular phones, in
most cases, the whole family is subscribing to same service provider. In this case
transfer of subscriber is nearly impossible, but since theres no rule that says one
should own only one cell phone, it is of strong possibility that a person might be
subscribed into two or more service provider. And that is where every service provider
starts to introduce themselves and their service; a good introduction might bring the
whole family to shift to the provider. Matter of trust, as they say it. Companies should
work into maintaining their customers trust and loyalty.
I am a loyal Globe Telecommunications subscriber, ever since, simply because
of the above explanation, our family is a family of Globe subscribers. So I think to keep,
the customers loyal to them, the company must address the issue of late messaging
more seriously and act accordingly. Same thing is that, Globe must take actions into
tracing the signal jackers in schools or other places and stop them. They block the
signal causing messages to be delayed. Moreover, I think expansion of area covered by
its signal must be considered.
Promos were awesome; they are affordable and good promos. But sometimes
registering becomes a challenge; actions must take place immediately upon the request
of promo. Moreover I think good promos were not known to all subscriber, Globe must
find ways to regularly update their subscriber of the list of new promos since not
everyone surf the internet and not everyone loves to watch television to see the
advertisements but everyone checks their phone from time to time, if they have any, so
sending them text message notifications would be better.



Pinoy Marketing
An important aspect of the marketing environment is the culture of the market. It
is important to understand the "marketing environment" in order to comprehend the
consumers concerns, motivations and to adjust the product according to the consumers
needs. Marketers must consider the language, customers, tastes, attitudes, lifestyles,
values, and ethical standards. Marketing manager in the Philippines must take into
consideration that Filipino culture is a very unique culture. Filipinos believes into a lot of
beliefs, superstitions, norms and values, furthermore there so many dialects spoken
around the country that needed considerations. Marketing in the Philippines is indeed
different, because Filipino culture is a splendid mixture of east and west culture, plus the
varying dialect from one province to another causes trouble in advertising.
Marketers in the Philippines consider that Filipino strongly believes in strong
family ties. This is an advantage and disadvantage at the same time. Strong family ties
means what the decision of the head would most likely be the decision of the body. If
ever Corporation A managed to persuade the head of the family to transfer to this
product or service provider and the family has strong family ties then the whole family
will patronize the service or product, but looking to the other side; here is Corporation B,
which the family patronize before, when Corporation A managed to persuade the head
of the family, Corporation B loses not only a single costumer but the whole family.
In relation to strong family ties, marketers must take into account that Filipinos
are fan of gatherings and holidays. There are peak seasons by which the family gathers
where in even if the children in the family resides in far places they chooses to go home
to their parents when there are special occasions such as the Holy Week, All Saints
Day, Christmas Holidays and other festivities such as fiestas. These gatherings bring
different ups and downs in the demands and supply curve.
Filipinos hold a culture similar to the western and eastern, we place a very high
value on material well-being, and are more likely to purchase status symbols, but since
life isnt as bountiful as that of the westerners, we go on like the Chinese, we do and
patronized imitations of signature items. This scheme demands marketers to look
closer, since this scenario implies that Filipinos are huge fans of signatures and costly
items but are not willing to spend much, they would like to have costly items but rarely
that they will buy it in its original price; they are looking for cheap but quality items. This
explains why malls get fill with people when there are sales regardless of the economic
status of the country.
Marketing in the Philippines had gone into another venture, as the country goes
on with the technical evolution of the globe. Social media and the internet is becoming
the new medium of advertisement; an additional development from the traditional
posters and TV advertisements.
Truly, Pinoy Marketing differs from the marketing around the world, since
Philippines looks like the world already. It holds culture of every nation that has
colonized it, which give the Pinoy marketing environment and culture a unique sense
compare to any country around the world.


References
Marketing by Roger Kerin, Steven Hartley, William Rudelius
www.wikipedia.com
http://www.technobiography.com/stats-facts/sms-messages-sent-per-day-in-the-
philippines
www.globe.com.ph
www.smart.com.ph
http://community.cengage.com/GECResource/blogs/marketing/archive/tags/Glob
al+Marketing/default.aspx
http://www.abs-cbnnews.com/ntc-globe-service-improves-smart-still-better