Differentiated Experiences to Boost 5G Monetisation – Globe Telecom

Globe Telecom is adjusting network parameters to provide consumers with premium packages that support faster speeds and better user experiences.

Within Manila, Makati Central Business District, Bonifacio Global City and Ortigas Center are home to numerous office buildings, residential complexes, commercial facilities, and hotel and leisure amenities, attracting a large number of business professionals, tourists and consumers. Competition between mobile operators in this area – known as Golden City – is particularly intense, as the residents and visitors tend to have high spending power and expectations for network performance.

Globe Telecom, the largest mobile telecommunications company in the Philippines, is working with Huawei to offer its high-value customers in Golden City enhanced 5G connectivity with faster speeds and a better user experience. To that end, the operator is adjusting multiple network parameters, such as the QCI (quality-of-service class identifier), ARP (allocation and retention policy) and RAN (radio access network) weight, according to how much the customer spends on their mobile tariff and/or whether they buy an add-on package.

At the same time, Globe is exploring how changes to the operator logo displayed on the home screen of a handset can highlight the differentiated connectivity to consumers. For example, when a user is enjoying premium access, their handset display could show “Globe VIP” or “Gaming VIP” instead of “Globe”, depending on their tariff plan and the application being used. This approach makes the provision of premium connectivity more transparent and obvious to the end-user.

Globe Telecom is working with Huawei to offer consumers diverse services that fully unlock the potential of 5G mobile networks, while improving users’ experiences and perceptions, and therefore, monetisation. To that end, Globe is adding “experience privileges” to certain tariff packages by configuring its 5G networks to offer faster speeds and a better user experience to specific customers.