PLDT Inc. said Tuesday its wireless unit, Smart Communications Inc., will rely on tailored data solutions and faster 5G adoption to drive growth amid a broader industry slowdown. Moving away from standard packages, Smart now uses advanced analytics to create customized plans matched to each user’s needs and budget. Smart co-OIC Lloyd Manaloto noted this approach lets them deliver the right service at the right time, while PLDT COO Menardo G. Jimenez highlighted how targeted offers help counter slower growth.
TNT’s “For You Po” campaign, accessible via the Smart App, uses AI to suggest promos suited to individual usage, making it easier for subscribers to find what fits them. Adoption is picking up: one in five Smart users now have 5G devices, with 5G traffic jumping 68 percent year-on-year as of March 2026, and total active data users hitting 44.1 million. Smart is also expanding into new tech, becoming the first local telco to offer Rokid AI glasses bundled with postpaid plans. Jimenez emphasized the company’s focus on turning challenges into opportunities to sustain its market lead.
This development shows how Philippine telcos are adapting to market pressures—moving from mass-market plans to customer-specific services, while pushing new technology like 5G and AI wearables to stay competitive and keep users engaged.
