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HELPING GLOBE TURN THE PHILIPPINES INTO THE DIGITAL CAPITAL OF THE WORLD
Globe runs Openet’s Evolved Charging suite to monetise its data services. The Openet charging system went live in 2018 for mobile data services and home broadband was added in 2019. The agility delivered from Openet charging is enabling Globe to become the preferred brand for Filipinos’ digital lifestyle choices. Globe has been very successful in driving digital service usage as can be seen from their 2019 results where they reported that data revenues accounted for 71% of total service revenues. Mobile data revenues grew by 41% year on year and home broadband revenues enjoyed a 12% increase. These results drove an overall 12% year on year increase in service revenues and a 17% increase in EBITDA. As reported in their results Globe now has a base of 96.2M subscribers, which is a 27% increase for mobile subscribers and a 25% increase for home broadband.*
Globe has rolled out many digital services to cater for their customers’ digital lifestyles. These include collaborative partnerships with many of the giants in the content and esports world. These include Disney, Netflix, NBA, Spotify and Astro. Using innovative real-time charging functions has helped foster take up of new digital and content services and thus increase revenues.
Using innovative real-time charging functions has helped foster take up of new digital and content services and thus increase revenues. These include:
- Content based pricing – e.g. low cost pricing per video to remove barriers to usage.
- Add-on bundles – enabling customers to add on content services to existing bundles – e.g. GoWatch which has a separate data allocation only for streaming on popular platforms offered by Globe including Netflix, YouTube, Tribe, HOOQ, NBA, Cartoon Network, and Disney Channel Apps.
- Tiered bundles – providing additional content at higher end bundles to provide a richer content experience for customers.
- App specific bundles and offers – e.g. a gaming bundle aimed at gamers
Openet supplied their charging system as an adjunct to the existing Globe BSS. This enabled the project to start small with minimum risk. The scope of the project grew over time and today Openet’s Evolved Charging System caters for monetisation of Globe’s data services. The offer catalog in the Openet charging system enables Globe to quickly build and amend offers so that they can launch new data and content offers with flexible pricing / usage options that will ensure optimum use and adoption.
Time to market is key to a successful digital strategy and the Openet charging system has enabled Globe to reduce its time to market by 40%. As can be seen from the sample uses of charging functions Globe are extremely innovative in how they use charging systems. Globe will continue to enrich its line-up of content partners to cater to its customers’ evolving digital lifestyles which will solidify the need for BSS agility. Globe also launched 5G in 2019 which will open up many new opportunities for Globe to turn The Philippines into the Digital Capital of the World.
*figures from Globe Telecom’s 4Q/2019 Analyst Briefing.