'Hindi Lang Pang-Mayaman': Globe At Home on Providing Internet Access for the Masses
As Globe At Home’s customers cope with the new normal, Globe did its best to pivot and address their growing needs from connectivity to customer experience. Filipino households, regardless of the socio-economic class they belong to, now place internet connectivity in the same bracket of home necessities next to water and electricity.
Experiencing a sudden shift in livelihood needs, those who belong in the lower market segments needed to resort to a secure yet affordable internet connection to augment their earning capacity.
Globe At Home responded with various solutions by enhancing its product portfolio, offerings, and services to aid Filipino families attend online classes, adjust to work-from-home arrangements, or explore other means of livelihood such as running online businesses in their own homes.
Globe At Home saw an opportunity to help these customers in their time of need by heavily distributing Globe's Home Prepaid WiFi. This is a great investment for low-income families as the product is reloadable and shareable among family members while the promo SKUs are robust enough to suit each family’s budget.
“At only 999 pesos, a household belonging to the lower segments can now have internet access -- hindi lamang siya pang-mayaman,” said Darius Delgado, Globe Vice President and Head of Broadband Business.
As a result, Globe Home Prepaid WiFi’s efforts were a resounding success as business acquisitions grew 260% in 2020 versus 2019, which fueled the growth of the wireless at-home category for the broadband business.
The telco network reported that their cumulative base has grown to about 3.8 million consumers by the end of Q1 this year, exponentially doubling since last year. Growth was driven by Globe At Home Prepaid WiFi products which registered 360% growth in total data traffic as of Q1 2021 versus the previous year from 58 petabytes to 211 petabytes.
“We believe that every Filipino should have as much chance for a brighter future, one they can definitely look forward to and we are ready to bring the Filipino family to greater heights,” Delgado said. “Now, even the mass market has access to the internet, helping them address their everyday needs.”
Globe is driven to fulfill 10 of the 17 United Nations Sustainable Development Goals (UN SDG). The brand’s aggressive moves toward network improvements are in line with UN SDG No. 9, which views innovation and infrastructure as main drivers for economic growth and development.