Smart Communications Inc. is cashing in on international pop sensation BTS to further expand its market share in the mobile prepaid segment amid the intensified competition.
The wireless unit of PLDT Inc. tapped BTS as its new ambassador for the telco’s “Live Your Passion with Purpose” campaign for Smart Prepaid.
“This campaign is centered with the youth. We want to make sure we have affinity with the youth who are going to be our future customers, 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 content. The driver of our business today is content and BTS is one global brand. We’ve created a pop culture here. It’s a no-brainer for us to support initiatives like this, it not only grows our brand, it helps the business, at the same time we want to offer it in a simple way,” he said.
Smart’s subscriber base reached 29.09 million as of end-2020, up 12 percent from 25.86 million subscribers in 2019.