Cosmic Technologies Incorporated (CTI), the company behind Cherry Mobile, has transformed the Philippine mobile phone industry with its commitment to providing high-quality, affordable technology. Since its launch in 2009 with just four handset models, Cherry Mobile has quickly risen to dominance, becoming the country’s number-one smartphone brand by 2017, according to the International Data Corporation (IDC).
A Vision for Accessibility
Cherry Mobile was founded on the vision of Chief Executive Officer (CEO) Maynard S. Ngu, who aimed to create a brand that offers “Everything for Everyone.” Their tagline, Values Your Lifestyle, reflects the company’s mission to deliver premium-quality products at competitive prices, ensuring accessibility across different demographics and lifestyles.
Despite early challenges, such as limited resources and market penetration, Cherry Mobile has expanded beyond the Philippines, extending its reach to Thailand and Papua New Guinea. The company’s ability to understand consumer needs and adapt to evolving industry trends has been key to its sustained success.
Innovation and Expansion
In 2015, Cherry Mobile diversified its offerings by launching its own network service, Cherry Prepaid, in partnership with Globe Telecom. This move provided budget-conscious Filipinos with affordable mobile connectivity. The company also established a state-of-the-art camera testing lab, making it the only local smartphone brand with in-house quality testing for mobile photography.
Continuing its streak of innovation, Cherry Mobile introduced CherryRoam, a pocket travel WiFi device with affordable global data packages. This venture underscored the brand’s commitment to delivering practical, technology-driven solutions for modern consumers.
A People-Centered Approach
Cherry Mobile’s journey from a small team of 50 employees to a workforce of nearly 1,000 reflects its emphasis on cultivating a strong company culture. Ngu firmly believes in valuing his employees, encouraging a collaborative work environment where staff contributions are recognized and nurtured. The company offers in-house training programs in leadership, communication, and wellness, ensuring both professional and personal development for its team members.
Giving Back Through Cherry CaRES
Beyond business success, Cherry Mobile is dedicated to making a positive impact through its Corporate Social Responsibility (CSR) initiative, Cherry CaRES. Since 2011, the company has been actively involved in social programs even before becoming profitable. This led to the establishment of the MSN Foundation, which focuses on education through projects like Be Cool in School, Adopt-a-School, and a scholarship program.
The foundation also supports underserved Filipino communities in the areas of health, environment, livelihood, and community development. Employees are encouraged to participate in these initiatives, fostering a sense of social responsibility and personal engagement with grassroots communities.
The Impact of Affordable Technology
While Cherry Mobile has achieved significant milestones in market leadership and technological advancements, Ngu takes the greatest pride in how the company has made technology more accessible to Filipinos. By continuously expanding its product ecosystem, Cherry Mobile remains committed to improving lives through affordable, innovative solutions tailored to the needs of its consumers.
