Challenge & Selection 

 In 2010 , Smart Communications , the leading telecommunications company in the Philippines was   struggling to convert subscribers from regular call and SMS services into mobile data . I was part of the   marketing team and was tasked to influence subscriber behavior towards mobile internet use . 

 With the competitor network having the younger subscribers who are part of higher socio - economic   class , converting them to mobile data users was relatively easier . 

 Majority of Smart subscribers still relied heavily on WiFi at home or FREE WiFi in public spaces . Although   there was a need for internet on - the - go , that was outweighed by their fear of being overcharged and   billed an exorbitant amount . They also did not know how to go about activating and using internet on   their phone . 

 There was room to educate them properly to address their fears through proper use and rate charging   of mobile internet . 

 For this challenge , a learning launch strategy was employed . This controlled type of pilot launch allowed   us to get feedback right away and improve the product before launching to a bigger base . 

 Application 

 To activate more mobile data users , a low priced sachet mobile data offer was made . Due to the lower   price entry barrier , it was perceived that subscribers would be more open to avail and try it out . They   would be less averse in using mobile internet products in the future . 

 Facebook49 was launched , it ’s a 30 - day Facebook only mobile internet access for as low as P49 , other   apps and sites will be charged the default rate of Php5/15 minutes . 

 Since it was a pilot launch , it was limited to SMS subscription channel and only offered to subscribers   who are part of a certain lower end rate plan .   Promotions and communications also remain targeted so   as not to confuse the rest of the subscriber base who are not allowed to avail . 

 It was a good thing that it was launched to a small base first , feedback was received that there are   charges from other apps due to background refresh and accidental use from browser . To address this   dissatisfactory user experience , a paywall was created which disables connectivity to apps and sites   outside of Facebook , when trying to access they will be redirected to the paywall wherein they can avail   other mobile internet offers that are compatible for use in apps and sites outside of Facebook . This   paywall is activated as soon as the subscription to the offer goes through . It ensures that there will be   no unnecessary charges and there is transparency in use of mobile internet . 

 Insight & Approach 

 Because of the learning launch , I realized the importance of having a fast and efficient feedback   channels . Although there are efforts in building insights - based products around the customer , there is   still merit in receiving actual feedback as the product is used . 

 I also realized the importance of reacting right away , if dissatisfaction is left unchecked it will lead to   churn of subscribers and negative brand equity which may cause ripples in social media platforms and in   personal circles . 

 Next time , given a challenge such as this , I would probably do a learning launch within a much smaller   base . I ’d like to keep close contact with them to efficiently gather insights and possible improvements   before rolling it out to a bigger audience . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Challenge & Selection 

 In 2010 , Smart Communications , the leading telecommunications company in the Philippines was   struggling to convert subscribers from regular call and SMS services into mobile data . I was part of the   marketing team and was tasked to influence subscriber behavior towards mobile internet use . 

 With the competitor network having the younger subscribers who are part of higher socio - economic   class , converting them to mobile data users was relatively easier . 

 Majority of Smart subscribers still relied heavily on WiFi at home or FREE WiFi in public spaces . Although   there was a need for internet on - the - go , that was outweighed by their fear of being overcharged and   billed an exorbitant amount . They also did not know how to go about activating and using internet on   their phone . 

 There was room to educate them properly to address their fears through proper use and rate charging   of mobile internet . 

 For this challenge , a learning launch strategy was employed . This controlled type of pilot launch allowed   us to get feedback right away and improve the product before launching to a bigger base . 

 Application 

 To activate more mobile data users , a low priced sachet mobile data offer was made . Due to the lower   price entry barrier , it was perceived that subscribers would be more open to avail and try it out . They   would be less averse in using mobile internet products in the future . 

 Facebook49 was launched , it ’s a 30 - day Facebook only mobile internet access for as low as P49 , other   apps and sites will be charged the default rate of Php5/15 minutes . 

 Since it was a pilot launch , it was limited to SMS subscription channel and only offered to subscribers   who are part of a certain lower end rate plan .   Promotions and communications also remain targeted so   as not to confuse the rest of the subscriber base who are not allowed to avail . 

 It was a good thing that it was launched to a small base first , feedback was received that there are   charges from other apps due to background refresh and accidental use from browser . To address this   dissatisfactory user experience , a paywall was created which disables connectivity to apps and sites   outside of Facebook , when trying to access they will be redirected to the paywall wherein they can avail   other mobile internet offers that are compatible for use in apps and sites outside of Facebook . This   paywall is activated as soon as the subscription to the offer goes through . It ensures that there will be   no unnecessary charges and there is transparency in use of mobile internet . 

 Insight & Approach 

 Because of the learning launch , I realized the importance of having a fast and efficient feedback   channels . Although there are efforts in building insights - based products around the customer , there is   still merit in receiving actual feedback as the product is used . 

 I also realized the importance of reacting right away , if dissatisfaction is left unchecked it will lead to   churn of subscribers and negative brand equity which may cause ripples in social media platforms and in   personal circles . 

 Next time , given a challenge such as this , I would probably do a learning launch within a much smaller   base . I ’d like to keep close contact with them to efficiently gather insights and possible improvements   before rolling it out to a bigger audience .
### Output: 