Cellular phone firm recruits basketball team to sell phone card

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MANILA -- Capitalizing on basketball's immense popularity in the Philippines, Pilipino Tele phone Corp. (Piltel), a cellular phone firm owned by telecommunications giant Philippine Long Distance Telephone Company, has recruited its own basketball team to sell phone cards.

Company-owned Mobiline Phone Pals is one of eight teams that play in the Philippines' 23-year old professional basketball league. Mobiline is a cellular phone brand produced by Piltel.

An advertisement, currently being shown on local television, shows three of the team's top players using the Mobiline phone cards. According to Piltel President Choy Cojuangco, the basketball team's popularity is expected to deliver a higher recall value and maximize mileage for the product.

"The card is innovative," Mr. Cojuangco says, "because as well as offering per-second charging, it is also compatible with all types of cellular phone technology, enabling it to be used with phones produced by Piltel's four local competitors."

Copyright March 1998, Crain Communications Inc.

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