What is ABSCBN Mobile?

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Heard about this long time ago and until now, even after reading some references, I still don't get how ABSCBN Mobile stacks up against Globe or Smart (and Sun Cellular) in any way. I mean, checking out their offerings on my perspective, I don't see any advantage of being a subscriber of this network aside from being able to access iWant TV ? iWant Txt ? iWant Stars? If you are a die hard fan of ABS CBN artist, people who wants to connect with their idols, this network would probably work for you but for the general public, I don't think so.

Does anyone know if they're running their own network or are they piggy backing with Smart? 

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