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Lloyd Kelly Miralles chevron_right
MANILA, Philippines — July 1, 2025 —
Smart Communications Inc., the wireless communications and digital services subsidiary of PLDT Inc., has announced a strategic partnership with Salesforce to develop a unified digital storefront aimed at enhancing the online experience for its over 50 million prepaid and postpaid subscribers.
The collaboration involves implementing Salesforce’s Commerce Cloud to create a seamless and engaging e-commerce platform. This initiative will enable customers to perform various transactions online, such as purchasing new devices, renewing phone plans, and porting mobile numbers—services that previously required in-person visits to physical stores.
To further personalize the customer experience, Smart will integrate Salesforce AI solutions, including Agentforce, to provide tailored plan recommendations based on individual usage patterns. Additionally, MuleSoft will facilitate seamless data integration across Smart’s internal and third-party systems, ensuring a connected and efficient customer journey.
The cloud-based architecture of the new platform is designed for improved scalability and reliability, while its mobile-first design supports omnichannel experiences, catering to the growing demand for digital services in the Philippines.
Gilbert Gaw, First Vice President and Head of IT and Transformation Office at Smart & PLDT, emphasized that this collaboration marks a pivotal step in their digital transformation journey. He stated, "Leveraging Salesforce Commerce Cloud’s robust architecture and omnichannel features, we are creating a seamless and intuitive platform that empowers our customers with greater convenience and access to our full suite of products and services."
Abraham Cuevas, Regional Vice President and Country Manager for the Philippines at Salesforce, highlighted the partnership as an opportunity to empower Smart with a modern, AI-ready platform that will enable them to connect with their customers in a more personalized and engaging way. He noted, "This transformation will not only streamline their e-commerce operations but also position them for continued success in the Philippines’ competitive telecommunications landscape."
Smart is also exploring the extension of this unified digital storefront platform to its enterprise segment, aiming to enhance business-to-business sales and support.
Credit:
Gadget Pilipinas, TechNode Global, SunStar Cebu