What is Sales and Marketing Strategy of Converge Company?

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What is Converge's Sales and Marketing Strategy?

Converge ICT Solutions Inc. has strategically evolved into a comprehensive technology company, moving beyond traditional telecommunications. This transformation, highlighted by a refreshed corporate identity in July 2025, aims to deliver digital-first, value-added solutions. The company's 2024 performance, with an 18.8% net income surge to P10.8 billion and a 14.8% revenue increase to P40.6 billion, underscores the effectiveness of its approach.

From its origins as a regional cable provider, Converge has become the Philippines' fastest-growing high-speed fixed broadband operator. Its purpose is to bring world-class technology to all Filipinos, a mission reflected in its dynamic sales and marketing efforts.

Converge's strategy focuses on expanding its fiber network reach and offering competitive Converge BCG Matrix solutions. Marketing efforts emphasize speed, reliability, and value, targeting both residential and enterprise customers. Key campaigns often highlight network superiority and customer-centric service, driving significant subscriber growth.

The Converge company sales strategy employs a multi-channel approach, integrating both online and offline touchpoints to connect with a broad customer base. This strategy is designed to enhance customer acquisition and service management, reflecting a dynamic Converge business strategy focused on accessibility and reach.

Direct Online Engagement

The official company website serves as a primary channel for direct consumer interaction, facilitating service inquiries and account management. This digital platform is crucial for the Converge marketing strategy in reaching and engaging customers.

Physical Business Centers

A network of physical business centers across the Philippines provides an offline presence, complementing online efforts. These centers are key to the Converge company sales strategy for in-person customer support and service acquisition.

Dedicated Sales Teams

Direct sales teams are essential for reaching residential customers with offerings like FiberX and BIDA Fiber, contributing to significant subscriber growth. For enterprise clients, dedicated account management ensures tailored ICT solutions, a core element of the Converge sales and marketing plan.

Strategic Partnerships

The company is actively pursuing strategic partnerships, including a planned resale of Starlink services in fiscal year 2025. This move is part of the Converge revenue growth strategy to expand its enterprise portfolio and consolidate revenues.

Channel Evolution and Growth

Converge's sales channels have evolved to support its expanding market reach and digital adoption. The success of affordable prepaid offerings, with subscriber bases for Surf2Sawa and BIDA Fiber growing by approximately 150% in 2024, underscores the effectiveness of accessible sales points within the Converge customer acquisition strategy.

• Focus on expanding network infrastructure with a capital expenditure budget of P20 billion to P25 billion for 2025.
• Strategic partnerships to enhance service offerings and market penetration.
• Leveraging digital adoption and omnichannel integration for broader market appeal.
• Growth in prepaid fiber services demonstrates effective market segmentation within the Converge marketing strategy.
• Commitment to reaching a target of 4 million subscribers by 2027 through these channel strategies.

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Converge company's sales strategy is multifaceted, integrating digital and traditional marketing tactics to enhance brand visibility, generate leads, and ultimately drive sales. This approach aims to effectively reach both residential and enterprise customers by highlighting the advantages of their pure fiber internet services.

Digital Engagement

Content marketing and social media are key digital tools for engaging customers. These platforms showcase the benefits of pure fiber internet to both home users and businesses.

Email Marketing

The company utilizes email marketing for direct customer communication. This channel is used for sharing important updates and promoting special offers.

Strategic Partnerships

A notable initiative is the Converge Netflix Bundles launched in October 2024. This partnership combines internet services with Netflix subscriptions, enhancing customer value.

Service Enhancements

In November 2024, Boost Mode was introduced, offering an additional 100 Mbps speed boost for all FiberX plans. This move strengthens the company's value proposition.

Enterprise Solutions

For the enterprise sector, Converge Content+ was launched in 2025. This internet-based TV solution specifically targets the hospitality industry's unique needs.

Sustainability Focus

The company demonstrates a commitment to sustainability by repurposing old marketing materials into bags. These are used as giveaways at events, showcasing an eco-friendly approach.

Converge's marketing strategy also emphasizes data-driven approaches, including customer segmentation and personalization. This is evident in the strong growth observed in specific residential plans like FiberX, BIDA Fiber, and Surf2Sawa, indicating a keen understanding of diverse customer needs. The company is leveraging advanced data transmission technology from Ribbon Communications, specifically their Muse Multilayer Automation Platform (MAP) with AI capabilities, to optimize network performance. This technological integration indirectly supports their data-driven marketing efforts by ensuring a high-quality service delivery. The evolution of their marketing mix shows a clear shift towards bundled services and enhanced digital offerings. Furthermore, there's a significant focus on expanding their fiber prepaid services, which experienced a substantial 150% increase in subscribers in 2024. This growth trajectory aligns with their broader Growth Strategy of Converge, aiming for market penetration and revenue growth.

Key Marketing Elements

Converge's marketing strategy is characterized by a blend of digital and traditional tactics, with a growing emphasis on bundled services and data-driven personalization.

• Digital initiatives include content marketing, social media engagement, and email marketing.
• Strategic partnerships, like the Converge Netflix Bundles, enhance customer acquisition.
• Service enhancements such as Boost Mode improve the overall value proposition.
• Targeted enterprise solutions like Converge Content+ address specific industry needs.
• A commitment to sustainability is integrated into their marketing activities.
• Data-driven insights inform customer segmentation and personalized offerings.
• Expansion of fiber prepaid services shows strong subscriber growth, with a 150% increase in 2024.

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Converge ICT has established its brand positioning as the premier fiber internet provider in the Philippines, highlighting its exclusive end-to-end fiber optic network. The company's core message centers on delivering 'simple, fast, and reliable connectivity' and 'world-class technology to Filipinos,' a narrative supported by its consistent recognition as the 'fastest-growing fixed broadband provider in the Philippines' and its third consecutive 'Broadband Telecom Company of the Year – Philippines' award at the Asian Telecom Awards 2024.

Pure Fiber Network Differentiator

Converge differentiates itself by emphasizing its pure end-to-end fiber optic network infrastructure. This commitment to a singular, high-quality network underpins its promise of superior internet performance.

Core Brand Messaging

The brand's central message revolves around providing 'simple, fast, and reliable connectivity' and 'world-class technology to Filipinos.' This consistent messaging reinforces its value proposition to consumers.

Award-Winning Recognition

Converge's market leadership is validated by its consistent recognition as the 'fastest-growing fixed broadband provider in the Philippines.' It also secured the 'Broadband Telecom Company of the Year – Philippines' at the Asian Telecom Awards 2024 for the third consecutive year.

Transformation to Technology Leader

In July 2025, the company unveiled a refreshed corporate identity, signaling its evolution from a traditional telco to a comprehensive technology company. This includes a new logo and an updated vision to lead technological advancements.

Converge's strategic brand positioning is further solidified by its commitment to both accessibility and innovation. By offering affordable prepaid options like Surf2Sawa and BIDA Fiber, the company actively works to make high-speed internet accessible to a broader demographic, appealing to value-conscious consumers. Concurrently, significant investments in advanced infrastructure, such as subsea cable systems, data centers, and AI-enabled data transmission technology, underscore its dedication to pioneering cutting-edge services. This dual approach ensures brand consistency across its product portfolio, including FiberX, BIDA, and Surf2Sawa, all of which are adopting the new visual identity. The company's proactive stance in expanding its network, with a target of 4 million subscribers by 2027, and exploring new ventures like Smart Home solutions by 2025, directly addresses competitive pressures and evolving consumer demands, reflecting a dynamic Competitors Landscape of Converge.

Value-Driven Accessibility

Affordable prepaid offerings like Surf2Sawa and BIDA Fiber demonstrate a commitment to making high-speed internet accessible to value-conscious segments of the population.

Technological Innovation

Investments in subsea cable systems, data centers, and AI capabilities highlight the company's focus on delivering cutting-edge services and maintaining a technological edge.

Brand Consistency

All product lines, including FiberX, BIDA, and Surf2Sawa, are unified under the new visual identity, ensuring a cohesive brand experience for customers.

Network Expansion Goals

The company aims to reach 4 million subscribers by 2027, a testament to its aggressive market penetration strategy and continuous network expansion efforts.

Future Service Exploration

Exploring new offerings such as Smart Home solutions by 2025 demonstrates a forward-thinking approach to meeting evolving consumer needs and market trends.

Vision for Tomorrow

The updated vision to be the foremost technology leader powering digital journeys reflects a commitment to driving national progress and uplifting the human spirit through technology.

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Converge company's sales strategy and marketing strategy have been dynamic, focusing on accessibility and value-added services. Key campaigns in 2024 and into 2025 demonstrate a clear business strategy aimed at expanding market reach and enhancing customer experience.

Affordable Prepaid Fiber Expansion

The company aggressively promoted its prepaid fiber offerings, Surf2Sawa and BIDA Fiber, to make internet more accessible. These plans saw subscriber growth of around 150% in 2024, with flexible pricing starting as low as P50 for a day's service.

Converge Netflix Bundles Launch

Introduced in October 2024, this campaign bundled internet services with streaming content to enhance customer value. It integrated FiberX plans with Boost Mode, a Wi-Fi 6 modem, and a Google-certified Android TV device.

Boost Mode Enhancement

Launched in November 2024, Boost Mode offers an additional 100 Mbps speed boost for all FiberX plans. This initiative aims to improve the perceived value and performance of existing plans, catering to demand for higher speeds.

Eco-Friendly OOH Repurposing

In 2024, the company repurposed old out-of-home marketing materials into bags, distributing them as giveaways. This campaign underscored a commitment to reducing environmental impact and promoting responsible business practices.

These initiatives reflect a multi-faceted approach to sales and marketing, aiming for broad market penetration and customer loyalty. The company's strategy includes making high-speed internet affordable, enhancing service offerings through partnerships, and demonstrating corporate social responsibility. This aligns with a broader Brief History of Converge, showcasing a consistent drive for innovation and customer satisfaction.

Market Reach Expansion

The prepaid fiber offerings significantly expanded market reach, contributing to a residential subscriber base of 2,563,458 by the end of 2024.

Customer Value Enhancement

Bundling with streaming services and offering speed boosts like Boost Mode are key to enhancing customer value and differentiating in a competitive landscape.

Brand Perception

The eco-friendly initiative to repurpose marketing materials positively impacts brand perception, associating the company with sustainability and corporate responsibility.

Competitive Differentiation

Strategic partnerships, such as with Netflix, and technological upgrades like Wi-Fi 6 are crucial elements of the company's strategy to stand out from competitors.

Subscriber Growth Drivers

Flexible service costs for prepaid plans and the added value of bundled entertainment are identified as key drivers for subscriber acquisition and retention.

Digital Marketing Integration

Digital advertising and community outreach are likely primary channels for promoting affordable offerings, leveraging the demand for budget-friendly internet solutions.

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