Philippines' free e-mail service launches campaign to attract subscribers, advertisers

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MANILA--Pinoymail, the Philippines' free e-mail service patterned after Hotmail in the U.S., has embarked on an all-out campaign to lure advertisers and subscribers. "Pinoy" is the local colloquial term for Filipino.

Pinoymail CEO Dominick Danao said the Internet Service Provider is working on several strategic alliances to enhance its product. "What we want is to add as much content to Pinoymail as possible which can be accessed by subscribers."

For instance, there are ongoing negotiations to develop a car Web site that can be accessed by Pinoymail subscribers, Mr. Danao said.

Pinoymail has already reached an agreement with BusinessWorldOnline's portal site, Portal Pilipinas, to provide its users with free e-mail.

Also in the works are a chat service and pinoycard, an electronic greeting card designed by Filipino artists.

The free e-mail provider is also using viral marketing, a strategy also being used by Hotmail, in which every message sent has a Pinoymail tagline.

Founded in 1997, Pinoymail has 90,000 subscribers, or roughly 36% of the Philippine Internet user population. Pinoymail delivers 75,000 to 100,000 messages every day, including 750,000 advertising impressions per month. It also receives 10 million hits a month.

Copyright July 1999, Crain Communications Inc.

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