With prepaid mobile phone service, topping-up or reloading is needed to continue using the services of the operator. There are several ways to reload a prepaid mobile phone. The most popular process is through purchasing a prepaid card, but due to security precautions, and for convenience, electronic reloading was developed. Development The technology of electronic reloading was first introduced in the Philippines by Smart Communications as SmartLoad and is considered to be the world's first electronic reloading service. The service offered micro top-ups; meaning prepaid subscribers can top-up prepaid credits with small denominations. The service gained popularity and soon other service providers also adopted the technology, offering prepaid top-ups to its subscribers. SmartLoad was followed by a rival company, Globe Telecom, which introduced a better version of the top-up service called AutoloadMax or simply AMax. Benefits Retailers and prepaid phone subscribers both benefit from electronic reloading service. Security Electronic reloading does not require transfer of any actual physical prepaid cards. No more cards to be kept or safeguarded against theft. Cost-effective There is no need to incur costs on transportation, warehousing, or other incidental expenses that would cut into the retailer's profits because all transactions are done electronically. Convenience Prepaid credits are loaded automatically to the subscriber. No more long lines, no more PINs to be keyed in. Channels of reloading Reloading stations Prepaid phone subscribers can top-up airtime balances via electronic reloading stations. Reloading stations or retailers uses a Retailer SIM card in topping up prepaid credits to a subscriber's mobile phone. The functions of this SIM is also identical to the prepaid SIM cards offered commercially but with added reloading/top-up functionality. It uses click-and-browse SIM technology to perform hassle-free transactions. A retailer enters the number of the mobile phone to be reloaded and then chooses either the denomination of airtime balance or a pre-subscribed prepaid offer: e.g. in terms of call and text promos, for example Smart AllNet30, mobile internet promos, for example Smart Giga Video 50 and some of their prepaid broadband offer top-ups such as FamLoad Video, a prepaid internet promo for Smart Bro Home WiFi. The airtime balance reload will then be deducted from the retailer's commercial load credits which can also be reloaded from a network's wireless centers (but in some cases in the Philippines, Smart Stores don't cater to such a method of reload in favor of Machine Topup or Scratch Cards locally