Smart is back with its own “Amazing” phone with an affordable offering that has 5G. While it was made possible with a partnership with ZTE, Smart’s latest move reminds us a lot of the iconic Amazing Phone from the 2000s–this time around, the goal is to make 5G more accessible to the masses.

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• The Smart Amazing Phone is Back and Now has 5G

Looking back at history, Smart was the only telco we remember that has phones that are technically under its own branding. It’s a practice that even telcos abroad do, and we think that other telcos–we’re looking at you Globe and DITO–should give it a try. Let’s break down why Smart is setting a good example with its own 5G phone:

It can help increase subscribers. We all know that telcos are ramping up their infrastructure upgrades, retrofitting old towers with 5G connectivity and expanding coverage across the Philippines. Upgrading infrastructure sounds great, but it misses the point if Filipinos can’t benefit from it. By having own-branded phones (not just pocket WiFi devices), Filipinos will be more encouraged to try out the latest services by these telco providers, which in return can translate to a higher subscriber count–just look at how Converge has significantly increased its subscriber count.

It democratizes the internet more. Unlike in the days of Netopia’s peak, internet is now a necessity to every Filipino. Despite the improved speeds and broader prepaid promos, there’s still a challenge for people to own a 5G phone. Getting a 5G phone that’s affordable and doesn’t suck is a challenge, and Smart’s own offering–with the help of ZTE–manages to balance both. It’s a win-win for both the telco and the consumer, and it makes 5G connectivity more attainable for the mases.

It’s tried and tested. Outside of Smart’s Amazing Phone in the 2000s, telcos abroad have been doing this practice–and it works. While they may not be as coveted as an iPhone or a Galaxy S series phone, the affordability of telco-branded phones appeal to a wider audience–especially those who have a tight budget to deal with. If Smart pulled it off (our story on spotting their phone ahead of the official launch was one of our most-read local articles in a while), I’m sure other telcos can learn from it.

With Smart showing that they can have their own 5G phone and be successful with it, other telcos should start taking notes on how they can grow their community–beyond improving their current infrastructure.