Page 60 - The EDIT | Q2 2017

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Discovery
TV Networks such as ABSCBN also got some attention recently! ABSCBN, the biggest TV channel in the country, has offered a Digi-box called TV Plus. With just a one-time payment (no monthly reoccurring fee), Filipinos can watch FTA channels in digital quality. In a country where cable subscription is still considered a luxury, this is the next best thing for most Filipinos when it comes to quality TV viewing.
Which clients and brands are standing out at the moment for their thinking in your market?
Some of the big brands in the Filipino brands have gone straight to number one in their respective categories by truly understanding what their consumers want. A great example of this is Globe Telecom - with prepaid packages of just USD 0.50/day, Filipinos can do unlimited calls and text, and surf Facebook all day. Just add USD 0.10 more and you already get free access to chat apps. While they have always been the #1 in terms of post-paid services, they have overtaken Smart Telecoms, which was the leading telco operator, to become the #1 even for pre-paid services.
In the world of air travel, Cebu Pacific, the country’s low cost carrier, has already overtaken Philippine Airlines in terms of value share and is now the Philippines’ largest carrier.
AIRLINES NBO COMPANY SHARES: % VALUE 2011-2015
% retail value rsp
Company
2011
2012
2013
2014
2015
Philippine Airlines Inc.
7.0
6.5
6.0
5.8
6.2
AirAsia Inc.
–
–
–
–
–
Another category where we see interesting comms approaches is e-commerce. Despite most of Filipinos still preferring Cash-On-Delivery /bank deposit transactions, there has been a significant increase for e-retailing for both B2C and C2C.
With OLX being Philippines’ #1 ‘Buy and Sell Website’, several closed groups on Facebook (i.e. Manila Online Garage Sale Group) have also become a venue for buying and selling items online. We expect more independent e-commerce sites to surface in the near future.
Cebu Air Inc
Air Philippines Corp
Zest Airways Inc.
Others
6.0 5.8 2.1 2.1 1.7 1.6
83.2 84.0
5.2 6.1 7.4 1.8 1.9 1.9 1.2 1.1 –
85.9 85.0 83.5
Forum Pacific Inc.
–
–
–
–
–
Total
100.0
100.0
100.0
100.0
100.0
Source: Euromonitor Internationl from official statistics, trade associations, trade press, company research, trade interviews, trade sources
This is due to their commitment in making every Filipino fly, increased interconnectivity between the Philippine islands (without the need to go through Manila), affordability to fly both local and international and budget travel options to as far as the Middle East and Australia. Cebu Pacific has certainly revolutionized the way Filipinos travel considering that we are an archipelago of 7,107 islands.
Thinking about if there is one very speci c thing about the communication landscape in your market, what would it be?
If there is one thing you need to know about the media scene here in the Philippines, it would be that Filipinos are using improved mobile devices more on more as their primary
and preferred gateway for information, communication and commerce — we are creatively working around the service infrastructure limitations and hence shifting power to the side of consumers.
THE EDIT ISSUE 06 | Q2 2017