MANILA, Philippines - Leading wireless services provider Smart Communications Inc. has unveiled its new logo which reflects the evolving digital lifestyle of Filipinos.
In the new logo, Smart’s corporate name is rendered in a more youthful blue and its signature rays have morphed into eight dots in various vibrant colors, to reflect the freedom and empowerment that Smart’s broader range of products and services make possible.
“Our new look is an exciting metaphor of our business. From providing traditional telco services, Smart is evolving into a webtelco—offering Filipinos integrated access to call, text, mobile Internet, wireless broadband, social networking and mobile commerce services,” Smart chief wireless advisor Orlando Vea said.
In recent months, there have been dramatic changes in the usage patterns of mobile users. From February to August of this year, smartphone use within the Smart network has doubled while use of mobile broadband services, such as Smart Bro, has risen nearly six-fold.
Smarter devices, too, are enjoying increased uptake in the local market. Last May, Smart recorded a doubling of the total number of Android devices running on its network which is consistent with the worldwide trend.
To date, Google’s mobile OS is reported to be enjoying a worldwide activation rate of one million devices daily.
Increasingly, social media is going mobile. For example, nearly half of all tweets on the micro-blogging site Twitter are now being sent via mobile devices.
Already the texting capital of the world, the Philippines has also acquired the title of social networking capital of the world. According to analytics firm Comscore, more than 90 percent of Filipino users visit Facebook frequently, the highest social media penetration rate in the world.
“This evolution is providing Filipinos with a richer communication experience and a lifestyle of greater freedom and empowerment,” Vea added.
The new Smart logo was unveiled at the Black Eyed Peas concert last Tuesday, together with Smart’s new jingle composed by Black Eyed Peas’ Filipino member, apl.de.ap.
This is the fourth version of the Smart logo since the company’s beginnings in 1993. The first update came in 1999, following Smart’s shift to GSM. The logo was further tweaked over the years, as the company marked various technology milestones.
This year, Smart has launched a variety of mobile offers that underscore Smart’s shift in the business, including the much-awaited Netphone, the world’s first smartphone backed by an operator-managed platform.