Smart Communications Inc., the wireless arm of PLDT Inc., is mounting a bid to reclaim its former lead in the domestic mobile market with the launch of KiQ, a fully app-based mobile brand tailored for Gen Z users.
Unveiled Friday, KiQ is positioned as the first and only mobile service in the country offering a 100 percent digital, customizable telco experience — a strategy aimed squarely at the 27 to 29 million Gen Z Filipinos aged 19 to 29.
“We’re not just launching a new mobile brand, we’re revolutionizing the telco industry with a game-changing experience attuned to the next generation of mobile users,” said Smart COO Anastacio “Boy” R. Martirez.
Martirez acknowledged the demographic gap in Smart’s portfolio and said Gen Z’s spending power represents an untapped opportunity. The new platform promises control, flexibility, and simplified onboarding — including QR-less eSIM activation and fully in-app setup.
Smart’s ARPU for prepaid currently ranges from ₱120 to ₱130, but the company sees higher potential with Gen Z based on internal research.
Available on Google Play and Apple App Store, KiQ allows users to purchase a ₱99 eSIM, select their number, and design their own plans in minutes — signaling Smart’s bold move to recapture market dominance with digital-native users at the forefront.
