As Local Businesses Grow, Digital Tools Help Stay Flexible Amid Changing Customer Behavior

MANILA, Philippines – For many small and medium-sized businesses today, growth no longer follows a single path. Some expand through new branches, while others build their customer base by moving between pop-ups and bazaars. As they grow, they’re also finding ways to ensure they meet the evolving habits and preferences of consumers – including the way they pay.

Data from the Bangko Sentral ng Pilipinas in 2025 showed that QR Ph person-to-merchant (P2M) transactions grew by 246.9% in volume, reaching 183.3M transactions from 52.8M only in 2024. Transaction value also grew by 211.3%, reaching ₱926.1 billion from ₱297.5 billion the previous year.

As digital payments become increasingly embedded in everyday transactions, SMEs are quickly discovering that growth also means needing to adapt their operations to keep pace with how customers want to transact and ensuring payments don’t become a barrier to their growth.

Chef Christine Balucas-Tabu of smash burger restaurant Bun Run, and Gabriel Jocson IV and Stephanie Dianne Ang, founders of matcha shop Kyoto House, know this firsthand. Though they’ve taken different paths to growth, both have had to adapt how they operate to meet customers while keeping the experience they’ve built consistent.

Growth without losing what works

For Chef Christine Balucas-Tabu, who serves as Culinary Operations Director at Bun Run, expanding a restaurant business while preserving the overall experience that made customers fall in love with it in the first place requires a careful balance. This is something she knew well when the brand decided to open its second shop in Makati in October 2025, making sure that what customers loved about the original San Juan branch could also be found in Makati, while they adapted to a different crowd and their preferences.

“Ultimately, we want our customers coming back for more, not just because the food tastes good but because the experience was even greater,” she explains. Part of that experience is making sure the payment process is as seamless as possible – for both staff and customers. “GCash for Business has been a great part of the growth of our business to make all transactions smooth and sound,” she adds.

Bun Run uses GCash SoundPay Plus, a device that accepts QRPH and card payments with real-time voice confirmation, helping staff verify payments faster and safely. With over 80% of their transactions cashless – around 30% through QRPH and 50% via debit and credit cards according to Chef Christine – having a single device that supports multiple payment methods has helped keep transactions fast and seamless, especially during peak hours.

Growing by meeting customers where they are

Flexibility takes on a different look for Kyoto House. Rather than operating from a permanent store, the business reaches customers through online channels, bazaars, and pop-ups. For its owners, this approach allows them to reach more of its target customers: home brewers who want to enjoy a delicious cup of matcha in the comfort of their own homes, but may not know where to start.

Today, 40% of the sales of Kyoto House come from pop-ups and bazaars. Its flexible model has been a key growth driver, and according to its owners, being present in multiple locations allows them to introduce their products and teach their customers how they can correctly prepare matcha at home. But because they’re constantly on the move, they also need the flexibility to make payments work wherever they go.

“What should not change is the experience customers receive. Wherever we are, we want the service to feel warm, the product information to remain accurate, and the payment process to be simple and reliable,” Gabriel and Stephanie emphasize.

On a typical weekend bazaar, the team typically handles 300-450 transactions per day, with 100% of their payments being cashless, making it essential to have a payment solution that can keep up with the pace. For that, they can count on the flexibility that GCash Soundpay Plus gives them.

“For us, ease does not mean removing every challenge. It means building systems that allow us to spend less time on preventable problems and more time improving the products and serving our customers,” shares Gabriel and Stephanie.

Flexibility is the new way to grow for SMEs

The growth of Bun Run and Kyoto House may look different, but their journeys point to the same need: having the flexibility to adapt and scale. With tools like GCash SoundPay Plus, merchants can streamline payments, serve more customers with ease, and unlock more opportunities for revenue growth.

Businesses can get started by creating a Starter Plan account on the GCash for Business Portal with as simple as a GCash verified account to enjoy a P5M wallet limit, then start ordering a GCash SoundPay Plus device.

Globe ‘Just for You Goes Extreme’ With Fresh Customer Experiences to Connect, Care, and Delight

In August, The Blueprint by Globe brings together new technologies, partnerships, and customer experiences that make more personal moments matter. Focusing on connectivity with greater convenience and value personalized to each customer, Globe is making the overall experience even better.

The latest Blueprint builds upon the first two events this year, which explored the growing importance of connectivity and how it enables Filipinos to work, learn, earn, move and stay close to the people they care about. This time, the focus moves from simply being connected to getting more from that connection, whether through easier access to services, more relevant offers, added benefits or experiences built around what customers enjoy.

“Connectivity means different things at different moments for every customer. Sometimes it’s about being able to reach someone when it matters, while other times it’s about making everyday tasks easier or simply enjoying more of what they love,” said KD Dizon, Globe Chief Marketing Officer. “Our goal is to understand those moments and make the Globe experience work around them, strengthening the systems and applications customers use, making them more dependable and reliable. Together with Globe, customers can progress further than they could ever do so on their own.”

917 GDay 2026, Globe’s annual celebration of its customers, will return with more rewarding moments and surprises that give customers more reasons to feel valued. Globe also showcased the new Globe Circle, which recognizes customers who rely on Globe for both their mobile and home connectivity, giving them access to added benefits, rewards and experiences across their relationship with Globe.

As connectivity becomes increasingly intertwined with how people live, move, work, play and discover, Globe also unveiled new offers across roaming, digital lifestyle partnerships and home internet. Experiences with short-form entertainment platform ReelShort, fitness platform Strava and Meta AI give customers more ways to enjoy the things they love through their Globe connection, while new roaming and home internet offers bring greater flexibility and value whether they are traveling or staying connected at home.

Globe is also helping customers make more sustainable choices through Green GSM, an all-electric ride-hailing service using VinFast electric vehicles. The initiative gives customers access to a greener mobility option while creating opportunities for drivers to participate in the shift toward electric transportation.

As TM marks its 25th anniversary, customers can look forward to a year-long celebration with more rewards, everyday value, and shared experiences. Nationwide TeaM Fair caravans will bring games, activities and prizes closer to communities, culminating in the TeaM Fair Concert on September 12 with Dionela and SB19.

Together, these initiatives show how Globe is expanding what customers can get from their connectivity, from easier access and more personalized value to experiences, rewards and benefits that fit into the way they live.

Together, these initiatives reflect how Globe is expanding the role of connectivity beyond access to create greater value across customers’ everyday lives.

PLDT and Smart Help Communities in Cebu Protect Children in the Digital Age

For many young Filipinos, the internet is where they learn, socialize, and explore opportunities. But alongside these benefits come risks that children, parents, and educators are increasingly being asked to navigate.

Recognizing the need to equip communities with the knowledge to stay safe online, PLDT Inc. (PLDT) and Smart Communications, Inc. (Smart) continue to work with Terre des Hommes Netherlands and Bidlisiw Foundation, Inc. through Project SCROL, a partnership that brings online safety education and child protection advocacy closer to the communities that need it most.

Through initiatives like the recent Pista sa Kaalam (Festival of Knowledge) Cyber-Caravan at the University of San Carlos Main Campus, students, teachers, and parents gained practical knowledge on responsible social media use, identifying online risks, and protecting themselves from digital threats. More importantly, they learned how safer online habits can help prevent harm not only to themselves but also to others in their communities.

For parents and educators, the sessions provided a better understanding of the digital spaces that young people navigate every day. For students, they served as a reminder that every post, click, and online interaction carries responsibility. By fostering greater awareness and digital resilience, these efforts help communities become the first line of defense against online exploitation.

The collaboration reflects a shared belief that protecting children online is a responsibility that extends beyond any one sector. While connectivity opens doors to education, communication, and opportunity, meaningful digital inclusion also means ensuring that people have the skills and awareness to use technology safely.

"Technology can be a powerful tool for learning and empowerment, but communities also need the knowledge to navigate the online world safely," said Stephanie V. Orlino, AVP and Stakeholder Engagement Head at PLDT and Smart. "By working with organizations that are deeply rooted in the community, we can help equip young people, parents, and educators with practical skills that promote safer digital experiences and protect vulnerable sectors from online harms."

Beyond digital literacy programs, the PLDT Group continues to support broader efforts to combat the online sexual abuse and exploitation of children (OSAEC) under its #KonektedforSaferInternet campaign. Through its Child Protection Platform, the Group leverages technology and global monitoring tools to help detect and block access to online content that perpetuates child sexual abuse and exploitation. These efforts complement partnerships with schools, communities, civil society groups, and government stakeholders working to create safer spaces for children both online and offline.

Bidlisiw Foundation Inc.’s Executive Director Pamela Uy emphasized the value of collaboration in achieving this goal: "Keeping children safe online requires a collective effort. Through partnerships with organizations like PLDT and Smart, we can bring critical information and resources directly to communities, helping parents, educators, and young people become more aware, more prepared, and ultimately more empowered."

PLDT Home also supported the initiative by providing reliable connectivity throughout the learning activities, enabling participants to access educational content and engage fully during the interactive sessions.

Through partnerships that combine connectivity, education, and child protection, PLDT and Smart continue to demonstrate that their role in communities goes far beyond connecting people, helping build a safer and more secure digital future for every Filipino child.

PRISM AI Wins Best AI Tool/Product at the 2026 IN2 SABRE Awards Asia-Pacific

LG Electronics’ proprietary AI-powered communications intelligence platform, PRISM AI, has earned recognition as Best AI Tool/Product at the 2026 IN2 SABRE Awards Asia-Pacific. The achievement highlights the growing role of artificial intelligence in transforming public relations and communications, while showcasing LG’s commitment to applying advanced technology to real-world business challenges.

PRISM AI was developed to provide communications professionals with deeper, faster, and more objective insights from the global media landscape. Powered by large language models (LLMs) and deep learning technologies, the platform analyzes millions of news articles spanning approximately 200 markets and 30 brands. This extensive analysis allows communications teams to better understand media coverage, identify trends, and evaluate the effectiveness of their public relations efforts.

One of the platform’s key strengths is its ability to turn complex media data into actionable metrics. PRISM AI generates indicators such as the PR Score and CI Index, helping communications professionals assess performance and make more informed strategic decisions. Instead of relying solely on manual monitoring or subjective assessments, teams can use AI-generated intelligence to identify opportunities, measure impact, and respond more efficiently to changes in the communications environment.

The recognition also demonstrates how LG Electronics is applying AI Transformation (AX) beyond traditional product development. By integrating AI into its global communications operations, LG is creating a model for how enterprises can use emerging technologies to improve internal processes and decision-making.

For the public relations industry, PRISM AI represents a broader shift toward data-driven communications. As the volume of global media content continues to grow, organizations need intelligent tools that can process information at scale while delivering insights that communications teams can act upon.

Winning Best AI Tool/Product at the 2026 IN2 SABRE Awards Asia-Pacific therefore represents more than an industry accolade. It underscores PRISM AI’s potential to redefine how global communications intelligence is gathered, interpreted, and applied—and reinforces LG Electronics’ position at the intersection of AI, technology, and modern public relations.

Smart Boosts Coverage in La Trinidad

Smart Communications, Inc. (Smart) is expanding its mobile network in La Trinidad, Benguet, with additional network infrastructure aimed at improving connectivity in one of the Cordillera region’s key commercial and agricultural hubs.

The mobile services provider recently signed an agreement with the local government to build additional network infrastructure in strategic areas across the municipality.

The company has also deployed a portable mobile cellular site in La Trinidad's central business district to increase its network capacity and improve mobile services in the area.

“Additional sites will help improve our coverage in La Trinidad and provide residents with more reliable service,” said Debbie M. Hu, Smart FVP for Network Build and Implementation. “As our chairman Manuel V. Pangilinan says, we have to make sure that all Filipinos have access to fast and reliable connectivity.”

For local businesses, stronger connectivity can help them adopt digital tools for payments, communication, marketing, and other day-to-day operations. It can also help the local government deliver faster and more efficient services to the community.

“These improvements will help our constituents stay better connected,” said La Trinidad Mayor Roderick Awingan. “Our students can access information more easily, our business owners can transact more efficiently, and our people can stay connected and get the information they need.”

The Cordillera Administrative Region (CAR) plays a major role in the country’s food security, providing about 70% of the nation’s temperate vegetables. The province of Benguet, known as the country’s ‘salad bowl,’ is the Philippines’ primary producer of highland crops like cabbage and potatoes. La Trinidad acts as a central hub for farm products in the region. The wholesale trading posts in the municipality attract vegetable growers from across Benguet and nearby areas whose produce may reach as far north as Batanes and as far south as Mindanao.

La Trinidad is also home to the main campus of Benguet State University, a major higher learning institution in the region. The university’s Teacher Education program has been designated a Center of Excellence by the Commission on Higher Education (CHED), while its Agriculture and Nutrition and Dietetics programs have been identified as Centers of Development.

For its continued efforts to enhance its network across the country, Smart has been recognized by Ookla®, a global leader in network intelligence and connectivity insights, for delivering the Best Mobile Video Experience in the Philippines.

This distinction matters because video streaming is one of the more demanding tests of a mobile network, requiring consistent speed and stability throughout playback. That same reliability translates to the everyday operations of La Trinidad's micro-, small-, and medium-scale businesses — from processing digital payments and money transfers to staying reachable for order requests and customer queries. Students also benefit, with steadier connections for online classes, accessing learning resources, and communication tools.

Smart’s latest effort to expand its network in La Trinidad underscores its continued investment in network infrastructure to improve customer experience and support the government’s overall digitalization efforts. This also contributes to the PLDT Group’s endeavors to help the country achieve the United Nations Sustainable Development Goals (UNSDGs), particularly SDG 9 – Industry, Innovation, and Infrastructure.