The new mobile service, targeted for launch in the first quarter of this year, will be marketed under the Smart brand by PLDT Singapore. This will be similar to the 1528 Smart service launched in Hong Kong in 2004.
Smart will use M1’s network and operational infrastructure to offer voice and SMS or text messaging services to the estimated 130,000 Filipinos working in Singapore. It will also offer value-added services such as Filipino-centric content and mobile-commerce (m-commerce) services that will meet the needs of the Filipino community in the region.
This new venture will build on the existing close ties between M1 and Smart, which are both pioneer members of the regional group of mobile operators, Asia Mobility Initiative (AMI), formed in 2003.
PLDT Global president and CEO Alfredo Panlilio said PLDT Global, the parent company of PLDT Singapore, and Smart will bring their respective strengths in addressing the needs of the Filipino community in Singapore.
"We are confident that our mobile services in Singapore, with the value of the PLDT and Smart brands and the uniquely Filipino features, will be a perfect fit for our OFWs. They can now avail of more affordable and content-rich services not available before," Panlilio pointed out.
"Partnering with M1 definitely strengthens our position to provide excellent service since we will utilize M1’s infrastructure," he added.
M1 chief executive offficer Neil Montefiore said this partnership will enable M1 to serve a very specific segment of mobile customers by leveraging on the unique competitive advantage that PLDT and Smart enjoy within the Filipino community.
"Leveraging on the Smart brand and the good understanding of the communication needs of this community, PLDT Singapore will be able to offer a suite of products and services that are tailor-made to appeal to customers. PLDT Singapore will of course be strongly supported by the excellent network and operational infrastructure provided by M1," he said.
PLDT Singapore is one of the regional operating arms of PLDT Global Corp., the international sales and marketing retail arm of the PLDT Group of Companies and a wholly-owned subsidiary of PLDT. Obtaining its license as a service-based operator (SBO) in 2001, it offers long distance communication services to ethnic communities in Singapore, mainly the Filipino and South Asian markets. PLDT Global has other subsidiaries in Hong Kong, United Kingdom and United States.