This Filipino GM is ready for the world

Angelo F. Valenton, general manager of Philips Consumer Electronics (PCE) Philippines, claims that he is not a techie. He maintains that he is an average consumer of entertainment products, mobile phones and television; and quips "that the appliance that is most often in use at home is the refrigerator."

Currently responsible for the overall and long-term business and profitability development for the Philips Consumer Portfolio in the Philippine market, Valenton has steered Philips to become one of the local industry’s most awarded and consistently growing brands. PCE Philippines has been among the top performing country organizations within Philips Asia-Pacific, Middle East and Africa (APMEA) region.

"People find their way where they belong," says Valenton, describing his stint with the company. In 1996, he was appointed to manage the Audio and New Business units of Philips. "Philips has excellent engineering and technology people. When the company was hiring a successor to my predecessor, they were dabbling with criteria for his replacement. They considered experience in the industry and the ability to network. I was a good marketer with a decent background in marketing, and I suppose that was what the company was looking for at the time," he explains.

Before holding his present position, the De La Salle graduate was previously assigned as general manager for Philips Domestic Products and Personal Care, and country manager for Philips Consumer Communications.

What was the industry like when he started in 1996? "The Philippines was not in the radar; it was last in queue when in came to introducing product innovations. The perception was that the country was ‘third world,’" he says. But Valenton was unfazed. "My goal in handling New Business then was to show that Philippine consumers were more sophisticated than was commonly perceived," he recalls.

Apparently, the campaign was successful, and a year after he took the helm, the Philippines was among the first Asia Pacific markets where DVD technology was introduced. Since then, there has been no looking back. "We are getting some good visibility. We are among the priority markets in ASEAN," Valenton beams. "In a global company like Philips, there is so much ground to cover and the trend would be to set priorities and strategic markets. More and more, we are able to show that the Philippines is a good gauge – a good thermometer market, if you will – for new products and good concepts."

Consumer electronics make up Philips’ biggest domestic market. To date, they are phasing out projection TV – a sunset technology – in favor of flat screen television with ambilight technology. The latest innovation gives breathtaking natural picture, superb sound reproduction and multi-purpose convenience. The product embodies Philips’ mission of "bringing in new and exciting technology" to the market. Likewise, since the Philippines is one of the more sophisticated markets for mobile phones, Philips will soon re-enter the market with stylish and highly efficient units.

When asked to describe his management style, the Philips GM states, "My edge is that I recognize that the most under-utilized resource is the human capital." He is not averse to unselfishly stepping back "to create an environment where individuals (whether alone, or working with a team) can explore their full potential." He encourages subordinates to express themselves, and gives them the opportunity to be in positions of trust. "I’d like to think that I’m a generous person, but I’d like to give to people who deserve it," he clarifies. The vote of confidence from the general manager has boosted morale and overall productivity, so that Valenton is justified when he confidently states, "I have an ace work force."

Away from the office, Valenton devotes equal commitment to parenting his three children. "I try my best to be visible in my kids’ lives. My thinking is that you won’t be a very strong influence in your kids’ lives forever, so you have to be there during their foundation years," he says. His wife agrees with him, and has set aside a corporate career to be able to devote most of her time to their children.

To be able to enjoy his kids’ interests with them, Valenton has learned to enjoy their activities, too. He plays basketball with his son, and has even learned to roller-blade with his 12-year-old daughter! The lesson here is that for this driven corporate man, nothing is so difficult that it cannot be learned. The dynamic mindset he applies to all endeavors is priceless in the constantly changing domain of consumer electronics.

What makes Philips Consumer Electronics Philippines different today? "I feel that the general world perception about the Philippines (which is unflattering) is not entirely true. In our own little international community within Philips, we’re working to change this perception and prove that there is more to the Philippine market than that. We have world-class professional managers who can slug it out with the best out there. We have business partners who are getting trans-national recognition. We have consumers who have sophisticated insights, needs and wants," asserts Valenton.