PLDT Showcases Customer-First Network Transformation at Mobile World Congress 2026

For leading integrated telco network PLDT Inc (PLDT), customer experience is king.

At the 2026 Mobile World Congress (MWC) in Barcelona, PLDT and its wireless subsidiary Smart Communications, Inc (Smart) highlighted how the Group is transforming its integrated fixed and wireless networks to deliver better, more consistent customer experience nationwide.

“Our guiding principle is simple: The customer is our North Star. Every investment, every process, and every innovation we pursue must ultimately answer one goal, and that is to improve the digital experience of Filipinos and enable their fuller, more connected lives,” said Ariel C. Medina, Head of Network Quality and Service Assurance at PLDT and Smart.

Before a global audience, Medina emphasized the importance of going beyond traditional network performance measures and placing customers’ everyday experience at the center of network planning and operations, adding that PLDT carries the responsibility of connecting a country defined by both dense cities and remote rural communities.

“Our networks power livelihoods, education, commerce, and governance. By connecting people, we are enabling them to participate in the digital economy, powering progress at a national scale,” he said.

Experience-driven modernization

Medina highlighted PLDT’s efforts to strengthen its processes, teams, and systems so that the network can adapt more effectively to how customers use digital services. This includes improving insights into customer behavior, strengthening automation and analytics, and deploying modern tools that allow teams to detect and address network issues faster.

By shifting from reactive handling of network issues to a more proactive, predictive, and customer-aware model, PLDT can better understand how various services, such as gaming, video streaming, voice calls, and messaging, perform from the user’s point of view.

“These improvements allow us to respond to customers in ways that are more proactive and more human,” Medina said. “We want the network to feel consistent and dependable, whether you’re in a major city or a coastal town. That’s what experience-centric transformation is about.”

As a result of this overall shift to focus on key quality indicators, PLDT and Smart posted improvements in VoLTE and 5G drop rates and 5G uplink throughput, as well as growth in data traffic in 2025.

Network tailored for the Philippines

Medina also emphasized that while the Philippines’ geography and climate create one of the most challenging markets for telco operators like PLDT, these same conditions have pushed the company to innovate continuously and strengthen the team and the processes underpinning its network.

“The Philippines is an operator’s ultimate stress test, and our geography is just half the challenge. On top of that, we also face climate and seismic risks. This means that building and maintaining world-class digital infrastructure would entail more than just excellent engineering skills. It also demands endurance, creativity, and a culture of relentless problem-solving,” he said.

Given these global concerns, PLDT also underscored its commitment to collaborate with other telcos and industry stakeholders. “We share a common mission with our fellow operators and innovators around the world: to build networks that make life better. We are proud to bring the Philippine perspective to this global conversation and to continue learning from our partners as we shape the future of connectivity.”

PLDT’s investments in continuously enhancing its network are aligned with the Group's broader thrust to deliver leveled-up services to customers nationwide. It also supports PLDT and Smart's commitment to national development through strategic collaborations that bridge the digital divide, expand digital access, and enhance the delivery of essential services.

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.