PLDT banks on 5G growth for Smart Communications revenue

PLDT INC. is tapping rising 5G adoption to expand revenue growth in its wireless arm Smart Communications, Inc., as higher data usage and device penetration continue to reshape demand patterns.

Lloyd Dennis R. Manaloto, Smart Communications co-officer-in-charge, said the company is using data analytics to refine its pricing and product strategy across its mobile user base.

“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,” he said in a statement on Tuesday.

The strategy allows Smart to segment customers more precisely and tailor mobile data packages based on usage behavior, rather than relying on uniform nationwide offers.

Menardo G. Jimenez, Jr., PLDT chief operating officer and head of network, said this shift toward individualized offerings supports revenue resilience even as traditional growth drivers slow.

He said data-driven customization would remain a key advantage for the wireless business as competition intensifies and consumer demand becomes more fragmented.

PLDT said mobile data growth in the first quarter was driven by higher traffic and subscriber expansion, supported by continued migration to 5G-enabled services.

5G usage momentum continued during the period, with traffic rising 68% year on year and 5G-capable devices increasing 34% to 12.2 million from a year earlier.

The company said its value brand TNT is also using artificial intelligence tools to design and deliver targeted offers to users based on consumption patterns.

For the January-to-March period, PLDT reported a 1.77% decline in attributable net income to P8.87 billion, as higher operating expenses offset modest revenue growth.

Revenue rose 2.23% to P56.51 billion, with service revenue accounting for P54.91 billion and nonservice contributions at P1.61 billion.

Shares of PLDT fell P5, or 0.43% to close at P1,151 each on the local bourse.

Hastings Holdings, Inc., a unit of PLDT Beneficial Trust Fund subsidiary MediaQuest Holdings, Inc., has a majority stake in BusinessWorld through the Philippine Star Group, which it controls. — Ashley Erika O. Jose