In a virtual briefing, DITO chief administrative officer Adel Tamano said that when the company debuts in the next two weeks, it wouldn’t do so with a star-studded launch or massive marketing blitz just like industry giants Smart and Globe which tapped K-pop’s most bankable stars.
“We are planning to launch very very differently … We are not a type of company who will have these big names, stars and endorsers. For us the best endorsers will be the public that is why we are not spending millions and millions of pesos to get big names and endorsers because we believe our best endorsers are the Filipinos who try out our services,” he said.
Rivals Smart Communications Inc. and Globe hired South Korean boy band BTS and girl group Blackpink, respectively, as brand endorsers.
Tamano said DITO aims to capture a significant share of subscribes by delivering better customer experience at a reduced cost.
DITO has so far spent P150 billion for the rollout of its network. It will spend another P26 billion this year as it prepares for its second technical audit scheduled on July 8.
For 2022, DITO is shelling out P50 billion to achieve a minimum speed of 55 Mbps and to cover 51 percent of the country’s population.
Tamano said the company would initially launch operations in Mindanao and Visayas and in NCR and Luzon in the second quarter.