COURTESY: Converge ICT Solutions Inc. The Filipino’s purchasing power in 2024 has undeniably diminished compared to several years ago. According to the Philippine Statistics Authority's summary inflation report in September, the value of one peso in 2018 is now just P0.83. With the decreasing value of money, every peso counts more than ever. This change has not gone unnoticed by internet service providers, who are racing to offer the best deals at the lowest prices for the average Filipino. Enter the world of prepaid fiber.
The internet has become a staple utility in households across the globe, but for many Filipino families, affording it is still a struggle. Data from the Philippine Institute of Development Studies (PIDS) illustrates that in 2019, families in urban areas spent around P1,407 monthly on internet subscriptions, while rural families spent slightly less at P1,008. Given that half of Philippine households are low-income earners, affordability remains a major concern.
Internet providers like Converge ICT Solutions Inc. are stepping up to address this issue. The broadband landscape in the Philippines is marked by unequal access to connectivity, which prompted Converge to introduce a prepaid fiber product called Surf2Sawa (S2S) in 2022. This service aims to bridge the digital divide by offering an affordable internet solution without compromising quality.
So, what makes prepaid fiber broadband such an attractive option? According to Conrado “Dhing” Pascual, Vice President and Product Management Business Unit Head of Surf2Sawa, the service offers "unli, mura, walang kontrata!" (unlimited data, cheap, no tied contracts). It's a triple treat advantage that's hard to resist, especially for the D market.
The response has been overwhelmingly positive. Surf2Sawa logged over 242,000 subscribers by the end of September 2024, more than doubling its subscriber count from the previous year. This growth trajectory is remarkable, considering the service was only introduced a year prior. Its affordability and stable fiber-based internet connection make it particularly appealing to customers in areas like Batangas and Mindoro.
One of the unique aspects of Converge's approach is its community-centric marketing strategy. 'Barangay S2S' is a series of high-energy, fiesta-like celebrations held in select barangays. These events are designed to spread S2S’s main message: "We’re here to serve you."
During these vibrant celebrations, Converge literally paints the town pink and yellow, offering merchandise to sari-sari stores, installing food carts for residents, and providing free services like haircuts, manicures, and massages. The events also feature games and prizes, creating a festive atmosphere. For dance enthusiasts, the Dance2Sawa segment offers a platform for dance groups to compete and showcase their talents, using the Surf2Sawa jingle as their soundtrack.
The success of Surf2Sawa is a promising sign of what’s to come. With the introduction of prepaid fiber, low-income earners now have greater access to reliable internet connections. As the service continues to expand, it’s only a matter of time before S2S becomes a nationwide product. Converge CEO Dennis Anthony Uy’s motto, "Leave No One Behind," is gradually transforming from aspiration to reality.
In conclusion, Surf2Sawa is more than just a service; it's a movement towards inclusivity and accessibility in the digital age. By offering affordable, reliable internet without the burden of contracts, it empowers Filipinos to stay connected without breaking the bank. As we move forward, it’s clear that prepaid fiber is not just a trend but a necessary evolution in the landscape of Philippine connectivity.
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