MANILA, PHILIPPINES — In a world where things are going digital and content permeates nearly all aspects of people’s lives, it is imperative for content creators to listen to consumers and build business models suitable for the growing market. This shift in customer behavior and demand for content essentials have prompted Globe to introduce innovations for a better customer experience.
This was shared by Nikko Acosta, Globe Senior Vice President for Content Business and Product Management, at the recent Telecoms World Asia 2021. Acosta was one of the panelists during the session titled “Turning increasing demand for content into a growing digital business model.”
“Whenever things are unclear, go to the market, and understand your market. In the end, we’re all consumers. Let’s think like consumers before we think technology,” he said.
Acosta noted that consumers today are into a lot of things — from learning and upskilling, productivity in work, e-commerce, entertainment like video and music, entrepreneurship, health and fitness, gaming and sports, to fandom and communities. Globe is in the center of these activities to ensure that good content is delivered to customers who consider it not only as a product but more as a lifestyle.
“Content lives and breathes as part of our digital strategy especially as we head back to normalcy. We want to be a digital platform beyond data and connectivity and as an access to all kinds of services consumers use content for. We also use content and digital to improve customer experience delivery to our B2B and B2C customers. We want to represent Globe strongly, positively in this digital world through content,” he explained.
Globe supported customer demand for content with a continuous expansion of its partner portfolio, which grew by 88% from 2019 to around 100 partners to date. Together, the company reinvents digital experience by building communities where fans are empowered to express themselves, bringing live events inside the homes, and going beyond data by creating unique offers.
However, for content to thrive, Acosta said creators should explore various business models for the markets they are serving and working. This includes managing the data offers, doing advertising and other revenue-generating measures including sponsorships through the content partnerships.
For new revenue streams, two important models that Globe has adopted are bundling and data burn. Globe no longer limits its bundles to mobile and data services. Instead, it bundles various content with data, relevant to the customers’ digital lifestyle.
On the other hand, the shift in subscriber behavior to at-home digital activities has caused the increase in Globe’s data usage, posting an 11% increase in revenue growth from last year. Data burn is driven by online activities such as viral content from TikTok, learning online, watching Netflix, playing games like Mobile Legends, and shopping during mega sales.
“The business model to monetize content has moved to a hybrid model which is very much attuned to what we have today. We are also looking into one more model once the environment becomes normal, which is balancing our online activities with offline activities. These are the opportunities, business model wise, that we do to make ourselves flexible moving forward,” said Acosta.
Globe has become a strong content provider in the country. The company intends to continue creating its own content and collaborating with those who complement its goal of providing much-needed and valuable content aligned with changing market needs.
Globe strongly supports the United Nations Sustainable Development Goals (UN SDGs), particularly UN SDG No. 9, highlighting the roles of infrastructure and innovation as crucial drivers of economic growth and development. Globe is committed to upholding the UN Global Compact principles and contributes to 10 UN SDGs.
