Smart: 5G Devices, Customized Promos Drive Growth

PLDT, Inc (PLDT) is banking on the increase in 5G users and devices, as well as hyper-personalized data offers, to drive growth for its wireless business under Smart Communications, Inc (Smart).

“We have been leveraging our hyper-personalization capabilities, which enable us to provide our customers the right service at the right price points at the right time,” said Lloyd Manaloto, Smart co-OIC.

PLDT Chief Operating Officer Menardo “Butch” G. Jimenez also expressed optimism that the ability to deliver personalized offers to customers is going to be a strong point for the wireless business, particularly in mitigating growth slowdown.

“We used to just be able to offer one package for the whole Philippines. Now, we can pinpoint the specific data requirements of our customers based on analytics, know what kind of package or service our customers need, and offer it to them,” said Jimenez.

Building on this hyper-personalization capability, TNT has rolled out its "For You Po" campaign, which makes it easier for subscribers to discover promos aligned with their individual data, call, and text needs via the Smart App. By leveraging Smart’s AI-driven insights, the campaign curates relevant offers for each user, reducing the need to browse and compare multiple options and enabling a more convenient way to stay connected through simpler, more intuitive, and customer-centric digital experiences that adapt to subscribers’ evolving requirements.

According to PLDT, one in every five Smart subscribers is now a 5G device user as 5G adoption continues to accelerate, boosted by the wider availability of affordable 5G handsets and Smart’s network optimization and targeted rollouts.

Total active data users reached 44.1 million as of end-March 2026, whereas 5G traffic increased 68% versus the same period last year. This is as Smart ramps up efforts to deliver faster, more reliable connectivity and richer digital use cases, which will soon include AI-powered smart glasses through an exclusive partnership between Smart and Rokid.

As the first and only Philippine telco to offer the Rokid AI glasses bundled with a Smart Postpaid plan, Smart is expanding into next-generation devices, leading the way in the emerging AI wearables category.

“While we see the challenges, we are not allowed to use these challenges as an excuse. We're required—and that's in our DNA—to be able to look at these challenges and weather this storm,” Jimenez added.