Consumer perception: Globe network better than rival
Metro Manila mobile telecommunications subscribers perceive Globe Telecom services to be superior when it comes to 4G offerings and fast internet using a cellphone, prompting the telco company to dispute its competition’s sweeping and misleading self-declaration of being the “better network.”
Based on a brand health study conducted recently by Nielsen, an independent research firm, among the questions asked were hinged on brand perception, which included “the brand that is a leader in 4G,” “the brand that has the biggest 4G network,” “the brand that was first to offer 4G,” “fast internet downloading using my cellphone,” and “fast internet uploading using my cellphone.” Results show that Globe had a clear and significant edge over its rival on the abovementioned qualities. In other statements on brand imagery such as call connections and quality, SMS transmission, signal quality, coverage, load sending and receiving, Globe was at parity with competition.
Contrary to generalized claims propagated in late 2012 by its competitor, Globe is actually perceived to be better with its 4G offerings such as its leadership in fourth generation (4G) technology, better mobile internet services, and perceived to be at par in a number of significant qualities by Metro Manila prepaid and postpaid subscribers based on the results of the survey done through random sampling by face-to-face interviews from September 10 to 30, 2012.
According to the incidence of prepaid and postpaid ownership among all surveyed users, subscribers with prepaid SIMs within the Globe network are at 96% and 8% postpaid, while almost all of the other network’s subscribers are using prepaid SIMs at 99%. Both Globe and its rival network have almost the same percentage of prepaid subscribers against the total number of customers. In its unsubstantiated claim of being the “better network,” the rival telco overlooked the aspect of 4G superiority and fast mobile internet performance, which Metro Manila survey respondents perceive as the strengths of Globe.
“The study validates that a substantial number of consumers actually say that the Globe network is performing well, if not superior, compared to its rivals, even while the test was conducted during the initial rollout of our network modernization program. Unsubstantiated claims often mislead the public, and offers no true benefit either to consumers or to the industry,” said Yoly Crisanto, Head of Globe Corporate Communications.
“It is outright preposterous to claim being the “better network” when consumers feel and experience that this is not so. More importantly, these claims failed to dent perception when it comes to 4G superiority, despite hyped up promotions and negative publicity directed at us,” she stated.
Globe is an active member of the Philippine Association of National Advertisers and is represented in the current Board of Directors. It adheres to the policy of self-regulation and the principles of truth in advertising. As a Company which puts premium on integrity and customer centricity, Globe ensures that its products and services deliver on claims in any advertising or publicity material.