DITO Telecommunity unveiled its latest “Kaya DITO” campaign at Manila House, Bonifacio Global City, positioning the telco as a disruptor challenging industry norms around connectivity and pricing. The campaign launch highlighted DITO’s True 5G standalone technology and recent recognition by Opensignal as the Philippines’ Fastest Mobile Network.
Campaign Message: Breaking Industry Norms
DITO President Eric Alberto used the campaign launch to directly challenge telecommunications industry standards, stating that “outages, dropped calls, and overpriced data” should not be normalized. The “Kaya DITO” slogan serves as what Alberto called a “battle cry to symbolically break that cycle” of accepting substandard service.
The campaign targets Filipino digital aspirations, positioning superior connectivity as an enabler of potential rather than a luxury service. This messaging aligns with DITO’s broader strategy of presenting itself as the customer-focused alternative to established telecommunications providers.
Prepaid Solutions: Level-Up Packs
DITO’s Level-Up Packs feature ViLTE technology, enabling unlimited DITO-to-DITO HD video calls and unlimited mobile calls. The packages include Viber and Prime Video inclusions with extended validity periods designed to eliminate data waste concerns.
Postpaid Plans: DITOFlexPlan 888
The DITOFlexPlan 888 offers both SIM-only and device bundle options, targeting users seeking comprehensive postpaid features at accessible pricing. The plan aims to provide premium network performance without premium pricing structures.
Home Internet: DITO WoWFi Pro 365
DITO WoWFi Pro 365 delivers year-long unlimited home internet connectivity without installation complications or data top-up requirements. The service targets families seeking reliable internet for work, education, and entertainment needs.
Digital Platform: DITO App
The DITO App functions as a comprehensive digital platform handling the complete customer journey from SIM and load purchases to account management. Features include OTT app access, DITO Rewards points, custom offers, and 24/7 customer support.
Network Technology Foundation
DITO Telecommunity Officer Rodolfo “GenBoy” Santiago emphasized the company’s True 5G Standalone infrastructure as a key differentiator. Unlike upgrades to existing legacy systems, DITO built its network from the ground up specifically for 5G capabilities.
The standalone 5G architecture enables:
- Faster speeds compared to non-standalone implementations
- Lower latency for real-time applications
- Higher network capacity for more simultaneous users
- Maximum reliability through purpose-built infrastructure
This infrastructure foundation supports DITO’s Opensignal recognition as the Philippines’ fastest mobile network and underpins all service offerings across prepaid, postpaid, and home internet segments.
Market Position and Growth
Chief Revenue Officer Atty. Adel Tamano highlighted DITO’s track record of meeting and exceeding deployment promises while building what he described as “leadership not through claims, but through comprehensive digital solutions built on proven network performance.”
The company has grown to serve over 15 million DITOZEN subscribers in a relatively short timeframe, representing significant market penetration in the Philippine telecommunications landscape.
Brand & Marketing Director Jasper Evangelista attributed this growth to the company’s focus on “inspiring ordinary Filipinos to reach out for more and effecting real change,” suggesting that purpose-driven messaging resonates with the target market.
Service Integration and Digital Experience
DITO’s comprehensive approach integrates network performance with digital service delivery through the DITO App platform. This unified experience spans:
- Account management and service control
- Rewards and loyalty programs
- Customer support access
- Service purchasing and top-ups
- OTT application integration
The integrated approach aims to provide complete digital control while earning exclusive benefits, differentiating DITO from competitors with fragmented service experiences.
Market Context and Competitive Positioning
The “Kaya DITO” campaign launch occurs as DITO continues expanding its subscriber base while maintaining network performance leadership validated by third-party testing. The company positions itself as addressing long-standing Filipino frustrations with telecommunications service quality and pricing.
By emphasizing True 5G capabilities and comprehensive service integration, DITO targets users seeking both network performance and value-driven pricing across prepaid, postpaid, and home internet segments.
The “Kaya DITO” campaign represents DITO’s effort to translate network infrastructure advantages into emotional connection with Filipino digital aspirations, positioning superior connectivity as an enabler of individual and community potential.
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