Smart Communications is moving in that direction, launching new Postpaid Plans+ designed around how users behave online rather than how much data they consume.
The offering reflects a broader shift in the industry toward lifestyle-driven services instead of traditional connectivity.
“Ultimately, Smart’s latest offering reflects a broader shift in how telcos position themselves. It’s no longer just about connectivity—it’s about enabling lifestyles, supporting passions, and seamlessly integrating into the everyday,” the company said.
Instead of standard data bundles, the plans are organized around key use cases such as social media, content creation, and gaming, with unlimited access to apps like TikTok, Facebook, Instagram, Messenger, WhatsApp, YouTube, and Google Workspace tools, as well as games such as Mobile Legends, Call of Duty: Mobile, and Honor of Kings.
By bundling these platforms, Smart is aiming to deepen user engagement and keep subscribers within its network longer.
The strategy also targets higher-value customers as telcos look to monetize usage patterns rather than just data volume.
—Edited by Miguel R. Camus
