2 leading global firms make RP base for Asian expansion

With about 100 million text messages sent within a month – twice the volume sent in a year in Finland – it’s no wonder the Philippines is the world’s proclaimed text capital. Not only that, developments in applied information technology are more advanced here than in other countries.

So with the Philippines emerging as Asia’s mobile information technology hub, it’s even less of a surprise that global firms are sitting up and taking notice – and making the Philippines their base for Asian expansion.

Two of those global firms include Sonera zed and Regus Business Centre, both known internationally as cutting-edge companies in their respective fields. Regus provides flexible, high-tech instant office to local and foreign firms, including Sonera zed, which, in turn, provides entertainment, travel and business information services as well as other in-phone services.

Sonera zed is a mobile portal company that assembles such wireless information services for GSM or digital cellphone operators like its Philippine partner, Smart Communications.

With Smart’s subscriber base conservatively placed at over three million as against Singapore’s total population of 3.5 million, the Philippines easily becomes the unanimous choice for the staging of Sonera zed’s Asian expansion.

"Vast knowledge is accumulating here and local competencies will have to be used in Sonera zed’s rollout in other Asian countries," explains Sonera zed Phils. president Antti Lahtinen.

Zed provides personalized info services, with the subscriber deciding what and when he receives certain information. That information is gathered from global and local content providers, processed in Sonera zed’s delivery center in Singapore, conveyed to Smart Communications and thus, made available to the subscriber at the speed of text.

It is with this characteristic speed that Sonera zed has established itself in the Philippines through Regus, which shares Sonera zed’s projection and is currently beefing up its office capacity for the possible influx of other foreign firms that are also expanding in Southeast Asia.

Occupying two intelligent floors at The Enterprise Center on Ayala Avenue in Makati City, Regus provides Sonera zed with a high-tech environment that enables it to coordinate its local and global operations.

Regus’ Cat-5 cabling and server room and digital PABX system with voicemail, conference calling and videoconferencing facilities literally put Sonera zed’s Asian operations at its fingertips, without having to incur huge expenses. "These Regus facilities also keep us in touch with our mother firm, the Sonera Group, and with its other global subsidiaries," says Lahtinen.

The Sonera Group is an international forerunner in mobile communications and is the leading Finnish telecommunications company with operations in 19 countries, employing more than 10,000 people. With Regus, it has found a perfect partner capable of supporting all its communication and administrative functions. Sonera has tie-ups with Regus in several countries, the latter providing the former with fully furnished offices immediately available for use.

"Telephones, fax and modem connections are available right away, including security access to the offices, cybercafés with free Web access using the latest iMac, instant facility for leased lines/ISDN connection, and a team of highly trained staff who can manage telephone calls, send out faxes and courier packages, type documents using the latest Microsoft Office software, make hotel booking and travel arrangements, and a lot more," says Regus business development manager Trixie Syling.

"Other Regus facilities that Sonera zed uses frequently include meeting rooms for up to 40 people, complete with electronic copyboard, flipcharts and projectors, full catering and refreshment service, and staff to assist in the technical know-how of the equipment," Syling adds.

These enable Sonera zed to concentrate on its core competency, leaving the administrative aspect to Regus. Even payment arrangement is easy – Sonera zed pays electronically for all its expenses at the end of each month.

"Thus, with a local staff of only 12, and occupying several of Regus’ 51 instant offices in The Enterprise Center, Sonera zed was able to successfully launch its Philippine operations last December," Lahtinen says, hinting at a new trend in global corporate expansions.

Sonera zed has been in operation in Finland since 1999 and expanded its business in the Netherlands in August 2000 and in Singapore last Feb. 5. The next launch will be in Turkey, then Germany, Italy, the United Kingdom and the United States.

Regus, on the other hand, has already established more than 50,000 workstations in 50 countries worldwide. So wherever Sonera zed will launch its services, it’s definite that Regus will be there again to give the company its support.