GLOBAL GOALS

More personalized digital services for Filipinos

By leveraging Telecom Subscriber Insights to analyze customer data securely hosted on Google Cloud, Smart will gain richer perspective into how Filipinos use digital technology and design better services for them

DT · Oct 30, 2023, 12:20 AM

Ferdinand Saputil, Google Cloud lead-Philippines; Malis Selamat, Google Cloud country manager- Philippines and Vietnam; Alex O. Caeg, SVP and head of Consumer Business-Individual, Smart; John Y. Palanca, FVP and Consumer Sales head, PLDT and Smart; Lloyd R. Manaloto, FVP and head of Prepaid and Content, Smart; Charles L. Orcena, VP for Advanced Analytics and Decision Science, PLDT and Smart; Audrey S. Oliva, VP for Strategic and Advanced Analytics, PLDT and Smart; and Brian J. Ohara, AVP and head of Prepaid Marketing, Smart.

Smart Communications Inc., the mobile services arm of PLDT Group, and Google Cloud have announced a collaboration to improve the accessibility of essential digital services for Filipinos, with Searce providing technical implementation support.

Under this collaboration, Smart will become one of the first communication services providers in the Asia Pacific region to adopt Telecom Subscriber Insights, Google Cloud's AI-powered solution that ingests data from various sources, provides contextual insights on subscribers' propensity to consume services and presents personalized recommendations to their devices for activation.

With the Philippines' digital economy set to grow 20 percent year-on-year between now and 2025, mobile connectivity plays an increasingly central role in how Filipinos access essential services like food, transport and the purchase of daily items.

By leveraging Telecom Subscriber Insights to analyze customer data securely hosted on Google Cloud, Smart will gain richer perspective into how Filipinos interact with digital services and the pain points they face in everyday usage — informing the development of services that equip Filipinos to better understand, manage and optimize their mobile data consumption.

Smart will also use Telecom Subscriber Insights to design more inclusive mobile services for subscribers by identifying both patterns and gaps in connectivity. With real-time insights from customer data, Smart could, for instance, help subscribers optimize their data consumption while streaming content by alerting the user to adjust the resolution of their video.

Subscribers could also be prompted to top up their prepaid plan on their device through integrations with local digital payments services, instead of having to locate a physical store to purchase a prepaid load.