Mobile phones, services and applications. PCs, PDAs, Wi-Fi, Bluetooth, Internet, gadgets, electronics, photography. A technology-life journal ... Relaxed prose, sometimes witty, sometimes funny, reflective and insightful. Short and sweet. Filipino.

Monday, October 04, 2004

Sun Cellular Turns up the Heat - 24/7 Call & Text Unlimited

Sun of a gun! The Sun's finally rising!

The 24/7 Call & Text Unlimited service just might be what Sun Cellular needs to finally get mainstreamed in the ocean of 23+ Million Filipino cellphone subscribers.

24/7 Call & Text Unlimited (CTU) let's both pre-paid and post-paid, new and old subscribers make unlimited calls and text messages Sun-to-Sun.

I shrugged off that 24/7 Call & Text Unlimited at first, thought it would be just a cheap trick promo. But after reading the 24/7 discussion on airfagev, I took a second look...

It's true. For P100 (10day CTU expiry) or P250 (30day CTU expiry), you'll be able to call and text as much as you want Sun-to-Sun.

Sun did the right thing. I think they have excess capacity with their existing infrastructure but limited number of subscribers. This promo is sure to increase Sun's subscriber base.

What will happen to the Philippine mobile environment with this service of Sun? Here are my thoughts:

  • Sun subscriber base increases
  • Sun keeps up the service for a few months, maybe 3, 6 or 12 months...
  • In the process, more people will hold more than two SIMs. Their regular Smart/Globe SIM plus their cele-babad Sun SIM.
  • People will start giving out Sun cell numbers to their friends
  • There'll be two layers of cellular networks: 1) Smart-Globe-Sun which charges around P8 per minute for calls. And 2) the Sun network with cele-babad unlimited usage
  • Long personal calls - the ones usually made among family members during SUNdays - will be made more using Sun and less using Globe or Smart.
  • Sun's 24/7 CTU service will make a dent in Smart and Globe's Average Revenue Per User (ARPU) - the measure of average telco earnings per subscriber.
  • The dent will be made in the "Family" and "Teens/Young Adults" urban market segment -- these are the cele-babad inclined people.
  • Globe/Smart may come out with their own services that will shield the heat of Sun's 24/7 CTU service
  • Sun's network could reach congestion level such that it will become difficult to call or text using Sun
  • Before congestion happens, Sun will have to put limits to the service to prevent/reduce congestion. They may start charging higher fees for unlimited calls. Or, they may limit number of call hours or text messages.
  • Despite these possibilities, Sun will still increase their subscriber base. Even businesses will start using Sun for the unlimited calls. Sun needs to demonstrate network reliability for businesses to start using Sun.
Bottom-line: In a highly aggressive and healthy Telco competition, the subscribers are bound to benefit a whole lot.

Sun should just be careful that their service doesn't deteriorate.

Kundi, baka kantahan ng Globe/Smart ang subscribers ng... "SUN ka man mapunta, babalik ka rin..."

- Edwin
sa BPI Espanya

Read: Sun Cellular Turns up the Heat - More Info, The VAS Difference (Part I), 24/7 discussion on airfagev, Airfagev Moves Mountains

Search Technobiography: Sun

Visit or call hotline 395-8000 for more details on the 24/7 Call and Text Unlimited service.


  • At 6:31 pm, Anonymous Anonymous said…

    I can't wait for Globe or Smart to adopt similar strategies to keep their subscribers from switching to Sun.

  • At 10:54 am, Blogger boyok said…

    This comment has been removed by a blog administrator.

  • At 12:12 pm, Blogger Edwin "ka edong" said…

    Boyok! o, ba't dinelete ang comment? ;-) it's a free country, you can speak your mind here.

    I think i remember what you posted.

    My response: bibili ako mamaya ng Sun Sim, kahit na mahina ang signal sa ibang lugar. At least, makakausap ko ang labs ko ng unlimited, kahit na it will take a little signal-finding.

    cheers, boyok!

    ka edong

  • At 3:59 pm, Blogger esteee said…

    having problems with sun.. hope you guys don't have the same probs as i am having.. check my blog

  • At 10:45 am, Blogger Edwin "ka edong" said…

    hi estee,

    daming problema ng SIM mo, a!

    if i were you, i'd
    1.) turn over that problematic SIM to Sun and ask for a refund (but wouldn't bother if they don't give me a refund)
    2.) buy a new SIM

    heck, what's P150 for all the trouble? ;-)

    but i see you're interested in helping out in troubleshooting the problem. pareho ata tayong di mapakali sa ganiyang klaseng problema.

    last tip, what i do when i have problems with telcos is talk to a customer service representative face-to-face (not via hotline) so that i can make that CSR accountable to the problem. I usually get them to give me their cellnumber para ma-kulit ko sila directly.

    but why bother. go for P150 new SIM!


    ka edong

  • At 11:22 pm, Anonymous Anonymous said…

    Sun Cellular CSR are a couple of jerks! no matter how much i tried calling the hotline they still can't do anything with my credits that got lost when i tried converting it to CTU.sad thing is, no matter how much they said na isolated lang ang prob... my GF also have the same prob as mine! the CSR's just would say the same thing again and again that they are working on it but then nothing happens! i think the system is stealing money by doing that and i know for syur there are many others that they have bilked out of their money. it has been a week since i have reported the prob and up to now wala pa ring kwenta sila! can somebody help us? my number is 0922 4616 579. thanks!


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