WANDERLUST| ‘A new day’ rises for telecom giant PLDT Smart

THE FORMER Philippine Long Distance Company and Smart Communications underwent momentous changes as it launched a new brand identity with a surprise program last June 13 at the Shangri-La Hotel in Makati City with simultaneous supporting events in its various provincial business centers.

Dubbed as “A New Day”, the relaunch of telecom’s corporate logos was done in stealthy precision, with no one, not even their business centers and officers, knowing the reason prior to Monday’s scheduled program.


PANGILINAN leads the new logo’s unveiling


PLDT chairman and CEO Manuel V. Pangilinan.

The revamped logos, now in a similar triangular form, represent its business pillars: people, innovations, and customers. The triangle is also the symbol for “delta”, the fourth letter in the Greek alphabet, which represents “change.”“The logos represent the powerful convergence of PLDT and Smart, combining fixed and wireless technologies to serve individual and enterprise customers,” said PLDT chairman and chief executive officer Manuel V. Pangilinan.


LOYOLA with SunStar’s Jojie Alcantara, this writer and blogger Glen Santillan


PLDT’s Maxine Parangan-Loyala (seated, 3rd from left) with the Cebu and Davao media

Aside from its logos’ makeover, the telephone company is now also known for its initials, PLDT Inc., to better represent its current drive in increasingly building up its data-driven services, such as data and broadband.This is in line with the telecom’s three-year digital pivot that aims to transmute its networks into a top data-capable infrastructure that will soon introduce more digital, data and financial technology services through its various subsidiaries, such as Voyager Innovation and Talas Data Intelligence.  “Rather than allow ourselves to be disrupted by new technologies, we are disrupting ourselves to serve the increasing needs of our people’s digital lifestyle and the country’s growing digital economy,” added Pangilinan.


PROGRAM hosts Bianca Valero and Dabawenyo actor Steven Silva


ERASERHEADS lead vocalist Ely Buendia

The telecom has allocated a capital spending budget of PhP43 billion this year, a significant percentage earmarked in the recent acquisition of the telecoms business of San Miguel Corporation that involved the utilization of the “so-called digital dividend”, the 700 megahertz frequency band.

Pangilinan also stressed the company’s ambition to lead the digital revolution by “embracing the smart life within the organization, pursuing digital innovations and enabling our customers to go digital”.

“Our customers will soon have a growing range of choices at their fingertips. PLDT and Smart are making meaningful innovations that are changing lives again,” he quipped.

The rebranding of its logo, according to Pangilinan, is just the beginning of the many changes that PLDT Inc and Smart Communications will undergo as it tread the road to digital transformation.

It has been 18 years since First Pacific, the Hong Kong-based investment management and holding company where Pangilinan is also its managing director and CEO, invested in PLDT and 23 years in Smart Communications.

As a treat, the brief program segued into another surprise. The telecom reunited 90s leading pop-rock band, Eraserheads, and had them perform some of their cult classics and hits that transformed the program into a sing-along concert.

Posted in Lifestyle