Think locally, act globally

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    “The modernization is already at 80% achievement of the entire country,” so said a press statement released by Globe Telecom.  That was “as of the second week of December” in 2012.

    Its modernization project is well on its way to completion by the first quarter of 2013 with very positive feedback and encouraging results on areas where the modernized network are already in place, the statement pointed out.

    “Globe’s modernization project is a 100% equipment transformation and an entire infrastructure change-out that will create a brand new network that is future proof,” the statement explained. “In comparison to Globe’s competitor, Smart has already announced as early as the first half of this year, that it has already competed its upgraded network where the latter’s current network system has undergone a major improvement.”

    For the uninformed, Globe’s modernization project is not only mere add-on to an existing structure but a complete change on the network system.

    As proof of success of its network project, Globe said it has completed the modernization of its major infrastructures in the Davao region and the key areas in Mindanao.  This development forms a significant part of the rollout of its brand new network and intensifying mobile services in the vast region, which include Zamboanga and Misamis.

    As a result of this recent modernization, Globe said people will have “better mobile coverage, increased data speeds and better network reliability within the Davao area and its nearby provinces.”

    This is due to the fact it has installed “a fully equipped new generation mobile systems capable of supporting fourth generation High-speed Packet Access (4G HSPA).”

    Contrary to common belief, the modernization project of Globe is not only concentrated in Metro Manila and major cities in the country.  In fact, it has already been launched in far flung areas like those in Tipo-Tipo in Basila and Impasugong, Malaybalay, and Sumilao in Bukidnon.  In fact, it has reached even as far as Sibugay in Zamboanga.

    “In addition to the modernized network system,” the press statement said, “Davao region was the first to have the rollout of fiber optic cable, which will significantly increase the capacity and resiliency to accommodate and protect more voice, SMS and data traffic.”

    Ernest Cu, Globe president and chief executive officer, had a first-hand experience of this modernization project when he himself achieved speeds up to 5mbps on a constant basis during his recent trip to Davao City.

    Also in near completion is the modernization project in the Visayas region, particularly in Cebu which is “on the final phase of transformation.” Based on its internal benchmarking tests, the results showed an astonishing improvement and even exceeded NTC standards posting 99.40% in call setup and a drop call rate of 1.01%.

    “With all plans being delivered on record time, Globe is nearing the completion of a future proof infrastructure for the entire archipelago that is ready for the next generation of communication technology,” the press statement said.

    Cu said the building of the brand new Globe network will involve blanketing the whole geography of the country with the steady progression of the network transformation, which includes far-flung locations, thus creating seamless coverage for the entire country.

    Even the results of the recently concluded NTC benchmark tests in September last year has proven the gains of the modernization project of Globe with improvement on the grade of service or the ease of calls getting connected at first try.

    “The grade of service for Globe has improved dramatically from a previous result of 4.45% to a 2.75% rating against the standard set by the NTC of not more than 4%,” the press statement said.

    Indeed, this is good news for Filipinos.  Recent studies have shown that nine out of 10 people has a mobile phone.  In fact, some people have two or more mobile phones.

    As such, mobile phones can be a good tool for advertising.  That was what Cu told the participants of the congress of the Internet and Mobile Marketing Association of the Philippines.

    Based on an eight-country mobility poll conducted by newsweekly Time magazine, mobile phones have a larger penetration rate of 68 percent than television, which has only 66 percent.

    “Indeed, mobile is the way to go to connect with and engage today’s consumers, as well as to create a rich consumer experience that goes beyond traditional marketing,” Business Mirror reporter Jun Vallecera quoted Cu as saying.

    According to Cu, the use of mobile as a channel to communicate with a target market pushes brand activation to the limits of a consumer’s imagination.

    “Mobile technology has definitely changed the way brands talk to their consumers. Because it’s so personal and powerful, it enables the unique efficiency of reaching out to very precise target markets with mobile advertising-driven campaigns hinging on the capability to profile customers and touch them directly,” the Globe president said.

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