ph.news.yahoo/figuring-filipino-mobile-phone-user-160131614.html https://facebook/balitang.balita.ngayon https://facebook/PhilippineOnlineNews Figuring out the Filipino mobile phone user Manila Bulletin Australia’s largest independent mobile phone retailer, Allphones, recently ventured into the Philippines with remarkable findings about the Filipino’s mobile phone preferences, buying habits and frequent mobile phone needs. It is upon responding to these preferences, habits and needs that Allphones Philippines has established 46 stores as of February 2014. At the rate they are going, Allphones’ goal of 100 stores in the country by the end of this year may just be attainable. This represents Allphones’ only Southeast Asian venture to date, after 25 years of successful business in Australia. An Allphones store filled with consumers trying out the mobile phone units. The Australian company plans to expand its current 46 stores to 100 by yearend. The Filipino Mobile User Based on Allphones’ months of studying the demographics and socio-economic conditions in the country, what indeed differentiates Filipino mobile phone users from their Australian counterparts, and the rest of the world? Allphones Philippines Chief Executive Adviser Geoff Hester and the leaders of the Allphones Philippines team share these insights with Business Agenda: Filipinos figure out the phones on their own. A common purchasing trait by Filipinos, which they manifest as well when buying phones, is their seeming preference to be left alone when choosing an item to purchase, and reluctance to ask for assistance. True enough, the Filipino phone buyer usually goes through various phone displays on his own and will only ask questions when he is almost ready to buy. This is a trait that Allphones stores are addressing in their stores nationwide. They plan to redefine the customer experience in phone shopping by manning their stores with staff that they refer to as consultants. There are at least eight consultants in every Allphones store. Each customer is encouraged by these highly approachable consultants to test and play with the phones displayed, until the customer makes a choice of unit and phone plan. This allows customers to “make an informed judgment on their purchases,” Hester explains. While the consultants can thoroughly explain the use of every phone displayed, they also assist the customers through Allphones’ paperless transactions. This paperless postpaid application system, where there is no need to fill out paper forms when applying for a postpaid plan, is a first in the Philippines. Purchases and contract signing are done with the use of an iPad, which facilitates the entire environment-friendly process. Hester shares that in Australia, processing can take as little as 20 minutes on average. It is their goal that with their store consultants, adept on this newly introduced paperless system, they can duplicate the same speediness in the Philippines. When choosing and buying phones, there are two questions that Filipinos ask without fail. First, “Can I do Facebook?”; and second, “Is there Wi-Fi?” Most Filipinos have two phone devices, multiple numbers. In Australia, phone users get to keep their numbers practically for life, out of their preference for maintaining only one phone with one number. Meanwhile, it is common for Filipino phone users to keep two phones and multiple numbers. Hester notes this is mainly because Filipinos have different uses for their devices. For example, a Filipino may keep a simpler phone unit for calling and texting, while keep a smart phone unit for special features and applications such as taking photos with the phone camera and uploading these to social networks like Instagram. Each Allphones store has a minimum of 50 models on display, and all of these are smartphones. This move, in a way, challenges the Filipino’s multiple-phone tendencies. When asked if they are trying to build among the Filipinos a taste for smartphones, the Allphones team is quick to say that this is not about imposing new habits or trends. From Allphones’ standpoint, smartphones are the wave of the future, and providing the Filipino the widest smartphones options will empower him. Social networking and connectivity are Filipinos’ major phone concerns. When choosing and buying phones, there are two questions that Filipinos ask without fail. First, “Can I do Facebook?”; and second, “Is there Wi-Fi?” These concerns prove that the Philippines is already shifting from simple call and SMS usage in their phones, towards connectivity. All 11 phone brands in every Allphones store, being smart phones, are Wi-Fi enabled, and can be tested right away for effective connectivity since they have Wi-Fi, too, in all branches. As for networks, Allphones tied up with Globe under a six-year deal, allowing buyers to enlist under Globe post-paid phone plans under various promo packages. Other Insights Allphones cites a host of other interesting findings, such as the Filipinos’ preference for pre-paid options, and their most-favored smart phone brands, led by Samsung and followed closely by Lenovo. At the same time, the company notes that Filipinos are now having a growing disregard for brands in favor of more features and functionality, such that they will tend to buy a phone from a less popular brand if it offers, for example, a bigger screen size and higher camera resolution. As Allphones works on their remaining store targets for 2014, towards their goal of being the biggest telecommunications retailer in the Philippines, they can be expected to discover more about the Filipinos through their phones.
Posted on: Mon, 24 Mar 2014 09:34:48 +0000
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