Globe Telecom has renewed its partnership with Amazon Web Services (AWS) through a multi-year agreement aimed at accelerating the telco’s digital transformation and expanding the use of cloud and artificial intelligence (AI) technologies across its operations.
The announcement was made during a joint media briefing attended by Globe Telecom President and CEO Carl Cruz and AWS Philippines Country Manager Precious Lim, highlighting the companies’ long-standing collaboration in modernizing Globe’s infrastructure and improving customer experience.
Photo shows (from left:) Raul Macatangay, Chief Information Officer, Globe; Precious Lim, Country Manager, Philippines, AWS; Patricia Gamboa, Principal Director, AWS; Yoly Crisanto, Chief Sustainability and Corporate Communications Officer, Globe; Carl Cruz, President and CEO, Globe.
“This partnership is deeply rooted in a shared ambition to actually make technology work for the people and not the other way around. So I think that’s a very important point to make from the Globe side” Cruz said.
“This partnership started way back 10-11 years ago, and we wanted to really make a shift from being a traditional telco operator to being tech-led,” he added.
A partnership built on a decade of cloud innovation
From left: Precious Lim, Country Manager, Philippines, AWS; Carl Cruz, President and CEO, Globe
AWS officially began its Philippine operations in 2016, but Globe had already started using the cloud provider’s services as early as 2014. That year, Globe adopted a “cloud-first” strategy, a move Cruz said was central to its goal of becoming a technology-led organization.
Lim noted that Globe’s early adoption demonstrated foresight and a willingness to experiment with emerging technologies. “Even before we were officially in-country, Globe was already leveraging AWS to modernize its systems,” she said.
One of the early outcomes of the partnership was the creation of Globe’s Customer 360 platform, a unified data system that enables the company to analyze customer behavior and tailor offers in real time. AWS has also supported Globe in its talent development initiatives, including the Globe Athena Guild, which trains employees and future tech leaders in cloud and digital skills.
AI-driven transformation
Cruz said AWS has been instrumental in Globe’s use of AI across various business functions from optimizing network deployment and predicting service issues to personalizing customer interactions.
“We use AI to let us know where we should deploy a mobile site, where we should fortify our backbone, and where we should put up the home pass for the last mile of fiber,” he said. “We use AI and we use the technology in the network to predict service degradation points and for us to proactively address that, because, again, it all goes back to customer experience” Cruz added.
Globe has also applied AI to streamline in-store operations. Through its “Stores Get Better” program, powered by AWS analytics, the company reduced average customer waiting times from about 45 minutes, or sometimes as long as two hours—to just eight minutes.
These improvements support Globe’s internal “80-50-30” roadmap, a target of 80 in Net Promoter Score (NPS), 50% market share in internet services, and 30% profit margin over the next five years.
Expanded collaboration to drive cloud modernization and inclusion
Under the renewed partnership, AWS will help Globe modernize its infrastructure, applications, and data systems, while continuing to strengthen customer service capabilities. The collaboration also includes the local rollout of Amazon Connect, AWS’s AI-powered contact center solution, which now operates in the Philippines using telephony powered by Globe.
Lim said the partnership is designed to “serve Globe’s 62.5 million mobile and 2 million broadband customers,” with a focus on faster, more reliable, and more personalized experiences. “This isn’t just about technology,” she said. “It’s about helping the Philippines move forward through digitalization and inclusion.”
AWS has so far trained more than 100,000 Filipinos in cloud computing, with active local tech communities expected to double in size in the coming year.
Globe and AWS outlines vision for the country’s digital future
Cruz emphasized that Globe Telecomm intends to play a leading role in the Philippines’ fast-growing digital economy. “We’re lucky to have a young, digital-savvy population and strong fundamentals for growth,” he said. “Our focus now is to modernize every part of our business while contributing to nation-building.”
As Globe and AWS enter the next phase of their partnership, both companies are betting that cloud and AI adoption will not only improve customer experience but also strengthen the foundation of the country’s digital future.
