Why Some Digital Innovations Succeed but Most Fail in the Philippines

GeiserMaclang Marketing Communications, Inc. Co-founder and Digital Pilipinas Convenor Amor Maclang talks about leading the nation forward through digitalization and ecosystem-building.

Let’s face it: there now seems to be an interesting split in the Philippines. Some companies are rapidly innovating, while others are struggling to find their place in the market.

Developing innovative solutions for the Philippine market is not easy. Companies that have thrived on innovation succeeded because they had an environment that continuously fostered industrial growth. Yet, the Philippines is incredibly attractive to so many businesses as an emerging economy. The potential for success is there. Every day, new businesses are setting up, moving here, and choosing the Philippines as the base for their tech empires. These businesses enable Filipinos to grow as pioneers in technology, putting the country on the map as an active member of the global economy. It’s a reversal of the diaspora narrative that has dictated our economy for decades.

The potential for growth in our market is vast. However, due to the lack of an environment that supports growth among industries, innovative solutions in the country have always been driven by consumer interests instead of industry demand. This is why so many start-ups have a difficult time finding their footing in our market.

For over two decades, GeiserMaclang Marketing Communications, Inc. (GMCI) has established itself as a trusted industry leader by developing pioneering communication campaigns that nurtured the ongoing growth of the Philippines. The company is recognized and valued for creating exponential impact by connecting both private and public interests to nation-building.

Our commitment to continuous evolution comes from a desire to stay humble. We do this by constantly keeping our feet on the ground and listening to the needs of everyday Filipinos as a united voice. Their needs dictate the work that we do. And through this, we have helped cultivate an ecosystem that encourages companies across various industries to communicate and work with each other. Thus, supporting companies that provide innovative solutions to Filipinos everywhere.

A lot of the work GeiserMaclang is doing now is establishing the Philippines as a sandbox that supports projects in new asset classes and technologies. FinTech, for example, is now being used to empower industries such as healthcare, government, education, and insurance. It has also been used to bring uniquely Filipino traditions such as cockfighting into the digital world. These movements have established the Philippines as the top 3rd country in the world in crypto uptake after Nigeria and Vietnam, in addition to our global standing as the number one country for esports.

Our collective disposition to openly embrace new technologies as consumers have enabled GeiserMaclang to identify vertical and horizontal opportunities that can easily accommodate a host of different industries. Technology is becoming increasingly accessible to everyday consumers. Filipinos now have the ability to systemically catch up with our foreign peers in such a revolutionary way that many business owners are asking themselves, “Can my business survive in this new digital landscape?”

And the answer to that is a resounding yes!

Your business, regardless of its scope, has the means to thrive in this new ecosystem. But to do that, it is important to take a step back to redefine our model of success. This can allow us to identify our individual needs for growth while delivering a service that plays a role in growing the Philippines into an economic powerhouse.

Simply having a new idea is not enough to be successful. True success and innovation happen when your business becomes a highly-prized commodity in an ecosystem that prioritizes the individual needs of consumers.

Let’s use ride-sharing mobile applications such as Angkas as an example. Metro Manila is notorious for its traffic. Before the pandemic, millions of Filipino commuters had to weather unpredictable traffic conditions just to ferry themselves to-and-from the office. This created an increasing strain that affected individual productivity. Angkas was a solution that allowed commuters to quickly commute to-and-from the office at an incredibly low cost. This revolutionized the way people commuted within Metro Manila virtually overnight.

Angkas found success because it identified a need among consumers. This enabled the brand to become a highly-prioritized necessity within a digital ecosystem that prioritized user intent.

In a fast-paced digital world where tons of data are transacted at great speed, individual protection is paramount. Enter Smile API, a technology that provides user-authorized access to valuable employment and income data through a single Application Programmable Interface or API. Smile API gives the power back to the people by allowing them to protect their own data.

Another one is Locad, an all-in-one platform for logistics and supply chain management. As a Southeast Asia-based logistics startup, Locad provides warehousing solutions that help business owners fulfill orders throughout the region quickly. Similarly, Etaily, an end-to-end omnichannel e-commerce solutions provider, creates an online selling experience that is fast, easy, and flexible. 

Both Etaily and Locad are at the forefront of transforming e-commerce not just in the Philippines, but also across the region. Albeit relatively young and new to the industry, they have empowered entrepreneurs to thrive in a digital-first world with agility and efficiency, and they continue to do so.

In 2022, the Philippines is at a crossroads of finally taking control of its destiny. Our shared dream is to elevate the presence of the Philippines on a global stage. The only way we can do this is by mastering control over our digital destiny. And this starts in reframing how we can incorporate these innovations into our lives as a service to the evolving needs of the Filipino people.

Technology is our way to catch up with the world. Now more than ever, we at GeiserMaclang recognize the importance of creating compelling narratives that drive technological innovation as the impetus to realize our digital destiny as a country.

The question is no longer about whether or not the Philippines is ready for the world. What we should be asking now is if the world is ready for the Philippines to finally become a leading player in tech and innovation.