With prepaid mobile phone service, topping-up or reloading is needed to continue using the services of the operator. There are several ways to reload a prepaid mobile phone. The most popular process is through purchasing a prepaid card but, due to security precautions, and for convenience, electronic reloading was developed.
Development
The technology of electronic reloading was first introduced in the Philippines by Smart Communications branding the service as SmartLoad and considered to be the world's first electronic reloading service. The service offered micro top-ups meaning prepaid subscribers can top-up prepaid credits with small denominations. The service gained popularity and soon after other service providers also used the technology in offering prepaid top-ups to its subscribers. This kind of reloading service triggers the popularity of using cellular phones in the Philippines. Followed by the rival company, Globe Telecom, who introduced a better version of the said top up method service through their proprietary called AutoloadMax or simply AMax.
Benefits
Retailers and prepaid phone subscribers both benefit from electronic reloading service.
Security
Electronic reloading does not require transfer of any actual physical prepaid cards. No more cards to be kept or safeguarded against theft.
Cost-effective
There is no need to incur costs on transportation, warehousing, or other incidental expenses that would cut into the retailer's profits because all transactions are done electronically.
Convenience
Prepaid credits are loaded automatically to the subscriber. No more long lines, no more PINs to be keyed in.
Channels of reloading
Reloading stations
Prepaid phone subscribers can top-up airtime balances via electronic reloading stations. Reloading stations or retailers uses a Retailer SIM card in topping up prepaid credits to a subscriber's mobile phone. The functions of this SIM is also identical to the prepaid SIM cards offered commercially but with added reloading/top up functionality. It uses a click-and-browse SIM technology to perform hassle-free transactions. A retailer enters the number of the mobile phone to be reloaded and then chooses either the denomination of airtime balance or a pre-subscribed prepaid offer. The commercial load is the prepaid airtime balance used in reloading a prepaid SIM card and is a separate load balance from the personal load balance of the retailer. Any person can be a retailer, because service providers sell retailer SIM cards without additional contracts. Because of this, reloading stations are opening often especially in the Philippines, where every block of the city and even in most remotest areas in the provinces have reloading stations.
From the success of electronic reloading, the same network who introduced the service also developed a load transfer service among prepaid subscribers. Load transfer uses the same technology used in reloading stations but uses a different method. A prepaid subscriber must key in the mobile number of the person where the credit balance must be transferred and sends to an access number designated by the service providers. Load transfers only supports small denominations and expires after 24 hours from the time of transfer.
Reward points
Electronic reloading can also be done via reward points redemption. Service providers offers subscribers with reward points which are accumulated every time a subscribers uses or purchases any value added services of the network. These points can be used to purchase electronic loads and other services depending on the number of points earned.
Banks have already designed and supported reloading service via automated teller machines. A menu for reloading is added onto the machine and can be used by any person with an ATM card. The denomination reloaded to a prepaid mobile phone is deducted from the bank account balance of the ATM card used.
Other subscriptions
Electronic reloads can also be offered from other subscriptions from a network provider. One particular example is through a prepaid mobile broadband subscriptions. Service providers have designed a way to incorporate reloading functions of the mobile broadband. But these service are only marketed for personal use since the idea fleshed out from the load transfer service.
Trivia
In the Philippines, service providers use different branding for the electronic reload service. Smart Communication, Globe Telecom, and Sun Cellular use SmartLoad, AutoloadMax or simply AMax, and XpressLoad respectively in branding the service.
