Converge achieves Marketing and Brand Initiative of the Year award | Asian Business Review

Converge achieves Marketing and Brand Initiative of the Year award

It won for its simple proposition of offering reliable fiber connection.

Converge ICT Solutions Inc. (Converge) is committed to offering high-quality fiber internet connections in the Philippines. As the country’s leading pure fiber internet service provider, it aims to serve the unserved and underserved market.

It pushed initiatives that deliver on its brand promise of being simple, fast, and reliable.

The company has been a known telecommunications brand since its launch for its value-for-money stance in offering strong and reliable internet connections with reasonable price points.

Beginning from its first offering in 2017, Converge has been levelling up its services to their residential customers YoY. The 10For99 plan was introduced in 2018 which gives additional 10mbps on top of the base plan FiberX1500 for only PHP99. This is considered a pioneering offer in the fiber internet segment.

Since then, the company rolled out free speed increases across the board to keep up with the changing bandwidth requirements and demands of customers.

Yan Ang Internet campaign

In November 2021, Converge launched the “#YanAngInternet: unlimited, mas pinabilis, at sulit na sulit'' campaign.

It alludes to the Filipino expression of saying the phrase when something is deemed extraordinary. It applies to everything from food, music, and technology. The company said that the underlying affinity refers to anything world-class.

Internet subscriptions in the Philippines have always been deemed expensive. Converge aims to change this view by introducing the campaign, which offers higher speeds that can compete with SEA neighbours.

The Yan Ang Internet campaign stemmed from the company’s vision to provide the best value for customers’ money by giving them the fastest and most reliable internet connection at a very affordable price. Converge recognises the importance of maximising the Filipinos’ budget for a reliable internet, by giving them the best offers they deserve.

Aside from more affordable and faster internet speeds, the Yan Ang Internet campaign boasts of being “sulit” which, in this context, means an excellent deal for anyone’s budget. This component of the campaign is anchored on the company’s belief that every Filipino household and business deserve access to high-quality internet.

The campaign has set its main goal clearly: for the Filipinos to identify Converge as the best internet service provider for them. By giving the customers the fastest speeds and most reasonable price points, Filipinos can say that “Converge is the best internet for me.”

Gaining ground

For this campaign, Converge was given the Marketing and Brand Initiative of the Year – Philippines award in the recently concluded Asian Telecom Awards hosted by the Asian Business Review.

The awards programme recognise the remarkable achievements and initiatives of leading telecom companies in Asia. It traces its heritage from Asian Mobile News which started in 2003.

In considering this award, the judges took note of three major achievements that the company attained.

The first is that as of December 31, 2021, there is an 83% increase in Residential Customer Revenue. The second is that there is a 27% customer net adds as of the same date versus the previous year. Thirdly, Converge recorded a 263.62% increase in active upgrades by January 5, 2022.

With a revamped product roster and upgraded speeds for all plans, the company intends to redefine the Filipino internet standard. It recognises that brands have greater responsibility for their customers. Brands must evolve with customers and continually forecast shifts in customers’ future expectations.

As Converge continues to grow along with the rising demand for internet connectivity, it is committed to staying true to its promise of #ExperienceBetter, bringing the new and improved FiberX plans to upgrade the way Filipinos live.

The company said that since it launched the disruptive campaign, it observed similar movements done by its competitors. Converge is committed to continuing to provide quality internet to all Filipinos and to launching more broadband plan options.

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