third-generation (3G) mobile network, offering subscribers free services as long as they agree to accept advertisements on their phones.
Connectivity Unlimited Resource Enterprises (CURE) launched ?U Mobile,” which gives free load credits for every ad received by subscribers, who will initially be limited to selected users aged 15 to 35.
Consumers belonging to this age bracket will be asked to fill out an application form on an invitation only-basis, although they will not be required to show proof of their age. Those who will get their subscription between June and August will be provided P100 load credits every month for the next six months.
The ad-funded service, reportedly the first in Asia, will initially be on a prepaid subscription model. Fifty centavos will be credited for every ad that a user views. Subscribers also have the option to load up their accounts online or using prepaid cards that the company will make available shortly.
Ardie Balderrama, CURE?s chief marketing officer, said they will only be accepting 10,000 subscribers per month. ?For the first year, we?re eyeing to have at least 100,000 subscribers,” he said during the launch at a Makati hotel.
Although the service will be targeted at the ?youth and yuppie” consumer segments, Balderrama said the company will be accepting older subscribers but only after it has ?met targets in its priority market segments.”
The new service?offered on its 3G network, which allows video calls, among others?was launched nearly two years after the company secured a 3G license and a month after Smart bought it for P420 million.
Prior to its acquisition, CURE was under threat from government regulators for its failure to roll out its 3G network. Apart from offering free services, CURE officials said it intends to provide other services such as mobile VoIP (Internet telephony) to its users.
The company does not have yet a CEO since its board of directors is currently being constituted. Eric Recto, CURE?s former head, left after Smart took over the company. Recto is also a former Undersecretary of the Finance Department.
Officials said the CURE will be operating as a separate unit of Smart Communications, the Philippines? leading mobile phone company. - GMANews.TV
