We used Radian6 which is an enterprise grade social listening, analytics and engagement platform to perform this research. Our approach was to setup several Topic Profiles (keyword structures) around the telecommunications industry within the Philippines. After doing a basic scan of all 5 major telecommunications companies including mention volume and sentiment, we focused on the top 2 and performed a deep dive study to find out what people have been saying about these brands over the last 30 days. We took into account language, price, call quality, reception, mobile internet, payment methods, service suspensions and customer services. The sentiment is derived automatically using Radian6 algorithms, however it is expected there is approximately a 15% margin of error.

1. A Social Media Report on the
MOBILE NETWORK INDUSTRY
in the Philippines
June 21 – Aug 21, 2013
Author: Robin Leonard

2. 2 Copyright
©
2013
AllFamous
Inc.
METHODOLOGY
We
used
Radian6
which
is
an
enterprise
grade
social
listening,
analyKcs
and
engagement
plaLorm
to
perform
this
research.
Our
approach
was
to
setup
several
Topic
Profiles
(keyword
structures)
around
the
telecommunicaKons
industry
within
the
Philippines.
ATer
doing
a
basic
scan
of
all
5
major
telecommunicaKons
companies
including
menKon
volume
and
senKment,
we
focused
on
the
top
2
and
performed
a
deep
dive
study
to
find
out
what
people
have
been
saying
about
these
brands
over
the
last
30
days.
We
took
into
account
language,
price,
call
quality,
recepKon,
mobile
internet,
payment
methods,
service
suspensions
and
customer
services.
The
senKment
is
derived
automaKcally
using
Radian6
algorithms,
however
it
is
expected
there
is
approximately
a
15%
margin
of
error.
Radian6
screenshot
of
AnalyKcs
Dashboard
for
Mobile
Networks
Radian6
screenshot
of
AnalyKcs
Dashboard
for
Globe
vs.
Smart

3. 3 Copyright
©
2013
AllFamous
Inc.
INTRODUCTION
Social
media
empowers
the
public
to
have
their
say
on
brands
they
buy
from,
or
have
an
experience
with.
Using
Radian6
we
scanned
over
10,000
social
menKons
for
the
top
telecommunicaKons
companies
in
the
Philippines,
over
the
last
30
days.
FINDINGS
Globe
had
the
greatest
share
of
voice
(48.9%)
across
all
mobile
networks,
second
was
Smart
(30.1%)
and
third
was
Sun
(8.7%).
The
most
posiKvely
talked
about
brand
was
Smart
(13.8%
posiKve
menKons),
then
Sun
(12.6%),
then
TM
(11.7%).
PLDT
was
the
most
negaKvely
talked
about
brand
(10.1%
of
all
menKons
were
negaKve),
Globe
was
second
(9.2%)
then
TM
(4.8%).
Globe
had
three
noKceable
spikes
in
menKon
volume.
These
were
caused
by:
• Globe
provided
free
internet
at
an
Ironman
event
(4
Aug)
• 3G
outage
(9
Aug)
• Globe
announced
hicng
a
new
subscriber
record
(9
Aug)
• Globe
has
beder
mobile
internet
coverage
than
compeKtors
during
storm
(19
Aug)
• Globe
provide
free
mobile
hotspots
for
flood
evacuee
vicKms
(19
Aug)
Smart
had
three
noKceable
spikes
in
menKon
volume.
These
were
caused
by:
• Smart
released
Prepaid
LTE
SIMs
(15
Aug)
• Smart
provided
free
Tweets
during
Tropical
Storm
(19
Aug)
• Smart
provided
free
call
and
SMS
staKons
for
flood
vicKms
(20
Aug)
Smart
had
a
higher
raKo
of
people
talking
about
service
suspension
or
running
out
of
load.
Twice
as
many
people
menKoned
that
Smart
was
more
affordable,
or
cheaper
than
Globe.
Smart
had
double
the
raKo
of
posiKve
menKons
relaKng
to
mobile
recepKon
than
Globe.
Globe
had
the
highest
volume
of
negaKve
menKons
relaKng
to
service.
However,
Globe
had
only
a
third
of
menKons
regarding
dropped
calls
than
Smart,
indicaKng
that
generally
Smart's
recepKon
is
beder,
but
there
are
three
Kmes
more
instances
of
dropped
calls
than
on
Globe.
Almost
a
third
more
people
talked
posiKvely
about
Smart's
mobile
internet
speed
and
service
than
Globe.
Both
shared
a
similar
raKo
of
negaKve
menKons
relaKng
to
mobile
internet.
Overall
the
Mobile
Network
industry
is
highly
compe::ve
on
social
media
as
the
major
players
offer
customer
service
on
Facebook
and
Twi?er.
It
is
clear
that
share
of
voice
is
drama:cally
impacted
by
offline
events
and
news.
Most
Talked
About
Mobile
Networks
in
the
Philippines
Most
Posi:vely
Talked
About
Networks
Most
Nega:vely
Talked
About
Networks

4. Mobile
Network
Men:ons
Share
of
Voice
Sen:ment
2,789
48.9%
10.1%
(+ve)
9.2%
(-­‐ve)
1,748
30.1%
13.8%
(+ve)
4.5%
(-­‐ve)
4 Copyright
©
2013
AllFamous
Inc.
FOCUS
STUDY
OF
THE
TOP
2
NETWORKS
Because
there
were
a
lot
of
results,
the
remainder
of
this
report
will
focus
on
the
top
2
networks,
based
on
menKon
volume.
This
is
Globe
(2,789)
and
Smart
(1,748).
Marriot
Intercon:nental
WHERE
ARE
THE
CONVERSATIONS?
Facebook
was
the
most
commonly
used
plaLorm
(31%)
for
discussing
mobile
networks
in
the
Philippines.
This
number
is
expected
to
be
significantly
higher
because
of
user
privacy.
Twider
came
in
a
close
second
with
29.9%
of
mobile
network
traffic
happening
there.
Blogging
was
also
a
very
popular
channel
with
22.5%
of
all
menKons.
Globe
49%
Smart
31%
Other
20%
LANGUAGE
People
mostly
spoke
about
Smart
in
English
(11%
more
than
Globe).
Almost
one
out
of
five
people
speaking
about
Globe
online
did
so
in
Tagalog.
Mobile
Network
English
Tagalog
Interna:onal
91%
7.5%
1.5%
80%
18%
1.9%
One
out
of
five
people
speaking
about
Globe
online,
did
so
in
Tagalog.
“
”

5. 5 Copyright
©
2013
AllFamous
Inc.
30
DAY
MENTION
TREND
The
most
SPIKE
1
(4
Aug)
On
4th
August
2013,
Globe
supported
IronmanPH
by
providing
free
internet
at
the
venue.
This
caused
a
spike
of
posiKve
menKons
as
Ironman
parKcipants
and
spectators
thanked
Globe
using
the
hashtag
#GlobePowersIronManPH
Spike
1
Spike
2
Spike
3
SPIKE
2
(9
Aug)
On
9th
August
2013,
Globe
experienced
a
spike
in
menKons
mainly
due
to
their
announcement
that
they
have
reached
a
record
number
of
subscribers.
There
was
also
a
3G
outage
on
the
same
day
that
caused
a
number
of
complaints.
SPIKE
3
(19
Aug)
On
19th
August
2013
there
was
a
spike
in
menKons
for
various
reasons.
The
main
one
being
service
issues
due
to
the
weather,
however
Globe
received
a
lot
of
posiKve
menKons
because
their
3G
worked
beder
than
other
networks,
plus
free
calls/SMS
were
provided
to
evacuees
in
Marikina.

6. 6 Copyright
©
2013
AllFamous
Inc.
30
DAY
MENTION
TREND
The
most
SPIKE
1
(15
Aug)
On
15th
August
2013
Smart
received
a
spike
in
posiKve
menKons,
due
to
their
launch
of
the
Smart
LTE
Prepaid
SIM.
SPIKE
2
(19
Aug)
On
19th
August
2013,
during
the
Tropical
Storm
#MaringPH,
Smart
offered
free
tweets
to
all
of
its
customers
so
they
can
stay
in
touch
during
the
storm.
Spike
3
Spike
2
Spike
1
SPIKE
3
(20
Aug)
On
20th
August
2013,
received
a
posiKve
menKon
spike
because
they
setup
free
call
and
SMS
staKons
in
evacuaKon
centers
for
flood
vicKms.

7. 7 Copyright
©
2013
AllFamous
Inc.
CONSUMER
PRICE
PERCEPTION
Both
brands
received
a
similar
raKo
of
customers
saying
they
are
expensive,
however
there
was
a
significantly
higher
raKo
of
people
that
consider
Smart
to
be
cheaper
or
more
affordable
(21%
of
all
menKons),
compared
to
Globe
(10%)
SUSPENDED
SERVICE
Smart
customers
had
a
higher
raKo
of
menKons
(4.2%)
related
to
service
suspension
or
running
out
of
prepaid
load,
followed
by
Globe
with
3.6%
of
all
menKons.
There
was
a
significantly
higher
ra=o
of
people
that
consider
Smart
to
be
more
affordable
than
Globe
“
”
Smart
customers
had
a
higher
ra=o
of
men=ons
related
to
service
suspension
or
running
out
of
load.
“
”
MOST
POSITIVE
CUSTOMER
SERVICE
Out
of
all
the
menKons
of
customer
service
on
social
media,
Smart
received
the
highest
raKo
of
menKons
with
posiKve
senKment
(17%)
compared
with
Globe
who
only
received
posiKve
menKons
for
10%
of
service
related
posts.
Both
brands
were
equal
with
negaKve
service
related
menKons
(18%).
Smart
received
the
highest
ra=o
of
posi=ve
men=ons
rela=ng
to
their
customer
service
“
”
Sofitel
Peninsula
Shang
Mobile
Network
Expensive
Affordable
5.2%
21.0%
4.5%
9.8%

8. 8 Copyright
©
2013
AllFamous
Inc.
BEST
MOBILE
RECEPTION
Smart
had
the
highest
raKo
of
menKons
(23.9%)
relaKng
to
coverage
with
posiKve
senKment.
This
is
mostly
due
to
how
Smart
had
beder
internet
and
coverage
during
the
recent
Tropical
Storm.
Globe
had
the
highest
raKo
of
negaKve
menKons
relaKng
to
coverage
(16.5%)
LEAST
DROPPED
CALLS
Although
people
speak
more
posiKvely
about
Smart’s
coverage
(as
above),
they
also
talk
about
Smart’s
dropped
calls
almost
3
Kmes
as
much
as
Globe.
Globe
had
the
lowest
raKo
of
dropped
call
related
menKons.
BEST
MOBILE
INTERNET
SERVICE
Smart
had
the
highest
raKo
of
posiKve
menKons
(16.9%)
relaKng
to
mobile
internet
service
and
speed,
compared
to
Globe
(10.4%).
Both
had
a
similar
raKo
of
negaKve
menKons.
Smart
had
the
highest
ra=o
of
posi=ve
men=ons
rela=ng
to
coverage
“
”
Globe
had
the
lowest
ra=o
of
dropped
call
related
men=ons
“
”
Smart
had
the
highest
ra=o
of
posi=ve
men=ons
rela=ng
to
mobile
internet
service
and
speed
“
”
Mobile
Network
Posi:ve
Nega:ve
23.9%
11.9%
13.2%
16.5%
Mobile
Network
Posi:ve
Nega:ve
16.9%
18.3%
10.4%
18.7%

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