Telco veteran returns to Smart

MANILA, Philippines — Wireless leader Smart Communications Inc. has tapped telco veteran Anastacio Martirez as chief operating officer, but its parent PLDT Inc. is nowhere near appointing a new boss.

Multiple sources from the PLDT Group told The STAR that Martirez, known to his industry peers as “Boy,” has made his return to Smart.

Martirez’s return to the PLDT Group comes at a time when PLDT is looking for a new boss, a search headed by PLDT chairman, president and CEO Manuel V. Pangilinan.

However, a source said Pangilinan is nowhere near naming a new president and CEO for PLDT.

The STAR also learned that it is unlikely for Pangilinan to find a successor within the year.

As for Martirez, he was tapped to rejoin Smart to lead the telco in its push to strengthen wireless leadership.

Smart has regained its position as the industry leader in the mobile business, overtaking Ayala-led Globe Telecom Inc. in the aftermath of SIM registration.

As of June, it leads the mobile segment with a subscriber base of 60.76 million, ahead of Globe’s 59.49 million.

Aside from maintaining this subscriber lead, Martirez is likely to be tasked to raise Smart’s average revenue per user (ARPU).

During the same period, Globe has achieved the higher ARPU for both prepaid and postpaid at P149 and P886, respectively, compared to Smart’s P135 and P737.

Considered a telco whiz, Martirez used to head the personal communication and mobile services division of Smart, leading the company to the peak of the cellular competition during the days of unlicalls and unlitexts.

Martirez had also spent time as marketing head for PLDT.

Martirez’s return to the PLDT Group is also seen as crucial amid industry adjustments and new challenges posed by new entrant Dito Telecommunity Corp.

Apart from this, the industry has gone a long way since Martirez exited Smart, as consumers are now spending more on internet data than on texts and calls.