There’s this universal taboo that makes for a colorful discussion from science-fiction films to religious zealots down to Room 107 of the science club, which is: humans cannot fall in love with an inanimate object.

Well, they might not have ever considered the cell phone when discussing this taboo. An item to which so many people extend the same courtesy as one would extend to a loved one: the constant need for physical contact, desire to always speak to it and, last but not least, knowing the right buttons to push to illicit a certain reaction.

Not that anyone’s complaining: not any of us, not the telecommunications companies and especially not Smart Communications Inc. The largest wireless communications company in the Philippines in terms of subscribers is in fact planning more ways for us to just love our cell phones.

Danilo Mojica, Smart’s director of wireless consumer division, said that one of their goals in 2008 is to reinvigorate the Smart Buddy by introducing new features that will make it relevant to customers.

Smart Buddy is the prepaid GSM brand of Smart and represents the bulk of Smart’s business with over 32 million subscribers.

Mojica said this is a point of “inflection” for Smart and that they will be shifting their focus more on delivering Internet-related applications as he sees this as the trend in the future.

“In the ’90s Smart’s goal was to put a cell phone in the hand of every Filipino, but today we believe that every Filipino should have access to the Internet through computers or their cell phones,” he said.

According to Mojica, cell phones today really serve two basic functions: calling or sending text messages (SMS). But by providing better Internet services, he said Smart will be making itself more relevant to its consumers, especially Smart Buddy’s core users who range from 15 to 30 years old.

An example of a new feature for Smart Buddy will be the launch of the “Smart Music Store,” which will be like Apple Inc.’s iTunes store that can be accessed from one’s cell phone. Mojica said this will be introduced next month.

Initially, there will be 5,000 songs made available on the database, to which they will continuously add songs, chosen by recording consultants as to ensure that tunes are up to date.

Another major feature that Mojica was willing to disclose was an Internet-based messaging system which he dubs as enhanced messaging. This feature will allow users to send messages, as well as chats, group chats and blogs all from their cell phones, which can be useful for people who are very mobile.

Mojica also believes that Internet-related services will enrich the customer’s overall experience. He said the market at the top tier is basically saturated with over 95-percent market penetration. So the only way for telecommunications companies to compete is to increase the value of the customers’ experience because “they want something more stimulating.”

“Customers want to express themselves, their individuality,” he said, adding that Smart is merely providing choices for the customers.

He added that by making these Internet services available, Smart is allowing customers access to means of enriching their cell-phone experience and at the same time make the Smart Buddy brand name more relevant to Internet users.

Smart Bro

Smart Bro, Smart’s high-speed broadband wireless Internet service, is another product that fits in line with Smart’s vision of delivering Internet access to every Filipino.

The system is relatively simple with the Internet being accessed through a mouse-sized modem that one can plug into the computer whenever the Internet is needed. (It is also important to note that this system is compatible with Apple’s Macintosh computers.)

As long as there is a signal, the Internet can be accessed, and with Smart operating 7,800 cell sites with over 99 percent coverage, connectivity shouldn’t be much of a problem.

The latest addition to this product line is the Smart Bro prepaid package, which eliminates the need for a monthly service fee.

As it stands today, Smart has one of the largest wireless broadband networks in the world.  In the first quarter alone, Smart increased subscribers by 500,000 and is expecting more growth. The target market for Smart Bro prepaid consists mostly the “tech savvy” users and laptop users.

3G

It is undeniably ironic how 3G, during the time of its release, was one of the most hyped-up technology platforms, but also one of the least understood. 3G is a technology platform that allows for high-speed Internet access, video calls and video downloads, among other features.

Mojica admitted that when it was first launched in February 2006, its performance didn’t really justify the attention it was being given. He attributed this to a shortcoming in the way information on 3G was disseminated.

“When consumers hear about a new technology, they tend to focus on details such as how this piece of technology can help them,” he said, adding that this was not the case in the marketing of 3G.

After tweaking the message and making it more specific to what the consumer wants, he said Smart soon saw dramatic results, having registered a 93-percent jump in growth in the fourth quarter of 2006.

By also improving the reach of 3G-enabled cell sites (there are about 1,200), Smart has continuously grown subscribers and improved service.

He said that while it represents a small portion of Smart’s business, it’s still the one of the fastest growing segments and continues to play a role in their growth.

According to him, pricing will also be affordable with access being offered as low as P10 for 30 minutes.

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