CURE relaunches mobile phone

ABS-CBN News

Posted at Nov 21 2008 06:18 PM | Updated as of Nov 22 2008 02:18 AM

New 3G player Connectivity Unlimited Resource Enterprise Inc. (CURE) has relaunched its mobile phone "Red Mobile" which enables consumers to make voice calls at a really cheap rate.

According to the company, a Red Mobile user can now call another Red Mobile subscriber for only P0.50.

"Consumers will enjoy the lowest per-minute rate in the country. Red Mobile allows users to place phone calls down to their very last 50-centavo load and make the most out of what they spend on prepaid credits," CURE, a subsidiary of Smart Communications Inc., said in a statement.

CURE noted that Red Mobile aims to attract and retain customers by providing "clear connections and countrywide 3G coverage."

In May, the company launched the first ad-supported platform in Asia under its "u-mobile" brand. Besides top ups from subscribers, CURE wanted to get revenue from mobile advertising.

CURE's strategy to get advertisers was to limit its network subscribers to those aged between 15 and 35, who, according to the company, comprise the target market of many consumer products. But at the start of September, it temporarily stopped accepting new subscribers as it focused on integrating its systems and facilities with those of Smart.

CURE said it performed a service upgrade prior to rebranding its mobile phone from u-mobile to Red Mobile.