Move over Globe, PLDT now No. 1 in Postpaid

MANILA, Philippines - It took the marriage of Philippine Long Distance Telephone Co. (PLDT) and Digital Telecommunications to dislodge Globe Telecom from its decades-long tight grip on the postpaid market.

After all, being No. 1 in postpaid market is beyond having bragging rights. This segment of the market is more profitable, loyal, and ideal for broadband-based services--3 attributes that mobile phone operators in a competitive environment aspire for.

As of March 2012, the combined PLDT and Digitel stressed in a June 7 statement that they have breached the 2-million mark, overtaking Globe's. See chart below.

Note that between the Pangilinan-led PLDT and Digitel, the latter's postpaid subscribers are nearer to Globe's.

Digitel, which operates the Sun Cellular brand and used to be controlled by the Gokongwei group, briefly overtook Globe in 2010 when it grew its postpaid subscriber base to over one million, growing by more than 20% after it relaunched its postpaid pricing plans. Globe reclaimed the top spot not long after.

With PLDT gobbling up Digitel in October 2011, it was a matter of time before Globe gives up the postpaid throne.

The road to No. 1

The stronger and bigger PLDT group harps on the following offerings that helped them win the top spot in postpaid:

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