Many companies make incremental improvements to their service offerings, but few succeed in creating service innovations that generate new markets or reshape existing ones. To move in that direction, executives must understand the different types of market-creating service innovations as well as the nine factors that enable these innovations. With the rapid growth in the technology, broadband market continues to be a major growth area for the telecom industry. It is generally expected the broadband market was under continuous growth in the last few years. However, the growth in the broadband market could be resulted from a normal market growth or could be resulted from some kind of service innovation. The objective of this research is to review the broadband market in the Philippines to check whether the growth in the past few years was resulted from a normal growth in the market or from some kind of service innovation. The focus of this research will be on the performance of the Philippines Long Distance Telephone Company (PLDT), being the market leader in the Philippines, on the characteristics of the growth in the broadband segment.