Smart Communications Inc. is leveraging foreign pop phenomenon BTS to increase its market share in the mobile prepaid segment in the face of increased competition.
PLDT Inc.’s wireless unit has named BTS as its new ambassador for the telco’s Smart Prepaid “Live Your Passion with Purpose” campaign.
“This campaign is centered with the youth. We want to make sure we have an affinity with the youth who will be our future customers in, long term. We want to address what they need from us,” said Al Panlilio, president and chief executive of Smart and chief revenue officer of PLDT, during a virtual briefing.
“At the end of the day, it’s all about content. Today, content is the driving force behind our industry, and BTS is a single global brand. Here, we’ve developed a pop culture. It’s a no-brainer for us to endorse initiatives like this because it not only grows our brand but also benefits the company, and we want to make it as easy as possible,” he said.
Smart’s user base hit 29.09 million by the end of 2020, a 12 percent increase from 25.86 million in 2019.