Sun Cellular loves Cesar and Andrew E!

Believe it or not, Sun Cellular benefitted from TM's (Touch Mobile's) piso calls. Let me tell you why...

Sun's network is definitely congested. The more subscribers they take in, the more unsatisfied customers they'll have (tulad ni estee...).

But they cannot tell prospect subscribers: "Sorry, no more space! You'll have to wait while we improve our capacity to serve additional subscribers."

When full capacity is exceeded, here's a way to cater to your client's needs: get the competition to serve the unserved clients.

It's like a dentist, when he has more patients than he can handle, would refer some patients to the dentist next door.

With the entry of Globe in low-cost calls through TM, Sun & TM are thus increasing the market for low-cost calls AND keeping the market happy; a market Sun alone could not cater to.

What's more, the move of Globe to offer piso calls, piso text -- this just announces to the whole wide world that Sun is taking a bite out of Globe's pie. Ain't that vindication for Sun? Aba, 'di na sila ini-i-small!

There's not much subscriber loyalty in the Philippines. People can SIM swap anytime and get some free load pa.

Thus, while Globe takes care of the low-cost calls market that Sun can no longer handle, Sun will have some breathing space to clean up their act, to increase capacity, to take good care of their current subscribers.

And when the time comes when the Sun network will be comparable to the Touch Mobile network, you can expect the market to choose the telco with cheaper call rates.

Sun pa nga ba sila pupunta?

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Epilogue:

A third dentist watches - nalilito, nahihilo, nangingilo, nangingilo - as the patients troop to the two affordable dentists. Now he can't sing "babalik ka rin" 'coz the patients, afterall, are enjoying the cheap rates of the two dentists.

The dentists observe each other, the dental drills whirrrr and the patients choose ... deliberately ... patiently ...

Read: TM - Power to the People (Touch Mobile)
Search Technobiography: Sun, TM

- Edwin