FILIPINOS' continuing fascination with useful applications in smartphones will result in bigger demand for mobile units, capable of carrying platforms such as android and the more famous Apple, an official of a local telecom giant said.

"This presents an opportunity for us to produce more enriching and relevant experiences for our subscribers when they use their mobile phones," Globe Telecom President and CEO Ernest Cu said during the Mobile Marketing Conference organized by the Internet and Mobile Marketing Association of the Philippines (IMMAP) and the Mobile Marketing Association (MMA) Philippines.

He said that the pervasiveness of mobile phones in the country continues to grow, with penetration rate likely to reach 98 percent by 2015, according to research agency Ovum.