DITO to take advantage of number portability to corner 30% of market

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Metro Manila (CNN Philippines, March 8) — DITO Telecommunity—which committed to invest ₱257 billion over five years—will reach profitability once it secures 30% of the Philippine market share, a company executive said.

During a virtual briefing on Monday, DITO chief technology officer Rodolfo Santiago said the group's population coverage has to be at 80% level before it could snatch a 30% market share.

Currently, the third telco player, which made its mobile services commercially available in Visayas and Mindanao today, boasts of 37% coverage.

READ: DITO Telecommunity launch in Visayas, Mindanao seen as 'big boost' in telco industry

"Our target is to get 30% of the market as soon as possible. It is easiest to achieve when [population coverage] is 84 percent or higher," he said.

"We will be fighting toe to toe for market share," Santiago added.

According to Santiago, DITO is aiming to "achieve our commitments very, very early on."

Under its committed level of services, DITO promised to boost coverage to 84% of the Philippine population and deliver a minimum average internet speed of 55 megabits per second by the end of its fifth year or by 2024.

DITO chief administrative officer Adel Tamano, meanwhile, was bullish the group could grab a bigger market share, especially with the implementation of the Mobile Number Portability Act.

The MNP will allow Filipinos to keep their mobile number even if they switch to a different service provider.

Tamano noted the implementation may start by the middle of this year.

"We're here for the long haul. I'm very confident that we will get a significant market share once things equalize in terms of our coverage, and once the fight becomes service versus service because pretty soon we will have mobile number portability. And affordability," he said.

Santiago added that securing 30% market share would be "more than enough" to gain profit.