Businessmirror december 04, 2016

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Sunday, December 4, 2016 Vol. 12 No. 53

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A slogan alone cannot sell a country

Stockshoppe | Dreamstime.com

SCENIC El Nido, Palawan, needs no sales pitch. Freesurf69 | Dreamstime.com

A

By Roger Pe

good product will sell by itself through sheer word of mouth. An even greater one, reinforced by great advertising, channeled strategically—as in The Art of War— through innovative media, is a winning combination.

So a slogan alone cannot sell a product, a service or a destination. In the Philippines some quarters refuse to change a slogan for tourism because it has won awards overseas. People tend to keep a blind eye on real effectivity results done by a reputable research organization. According to a study made by AGB Nielsen among foreign tourists in March and April this year, the majority of the respondents

liked the slogan “It’s More Fun in the Philippines.” However, only a few were interested to visit the country. The study noted that 65 percent of European respondents liked the campaign, but only 26 percent had the intent to visit the Philippines. Likewise, 72 percent of North American respondents liked the slogan, but only 45 percent wanted to visit the country. Continued on A2

No need for Charter revision to open up telco market—PCC

T

Play an active role

By Lorenz S. Marasigan

This is according to Philippine Competition Commission (PCC) Commissioner Johannes Benjamin R. Bernabe. In a recent presentation, Bernade said the government only needs to amend the decades-old Public Service Act of 1936 to allow foreigners to own and operate a telco carrier in the country. “Article XII of the Constitution refers to the operation of public utilities owned by Filipino citizens. But nowhere in the Constitution is public utilities defined,” he said. “It is defined

under the Public Services Act of 1936, which hasn’t been sufficiently and comprehensively reviewed since the 1930s.” The Public Services Act enumerates businesses deemed as public services, including telecoms, thus, including the sector under the constitutional provision on 40-percent foreignownership cap. “If we revise that 1930s legislation and limit the enumeration included in it, then we are effectively limiting what the prohibition in the Constitution would refer to. So, if we take

PESO exchange rates n US 49.7740

Mast3r | Dreamstime.com

AGAYTAY CITY—There is no need for a constitutional amendment to open up the capital-intensive, innovation-driven telecommunications market to foreign players. Lawmakers simply need to amend an “archaic” law that lists the sector as a public service.

away telecoms, for instance, in the enumeration under the Public Services Act, then it will no longer be subject to the 60-40 requirement,” Bernabe said. President Duterte last week threatened to open up the telco

market to foreign players to force companies to step up their game, cut their prices and promote inclusive growth. According to Bernabe, the antitrust body will be proactive in pushing for the amendment of

the antiquated legislation, which also fines telcos a mere P200 per day on complaints, an amount which the National Economic and Development Authority (Neda) estimates is equivalent to about P1.4 million at present.

“We are advocating even within the commission that we adopt the proposed legislation that was prepared in the last Congress in trying to push for a limited enumeration of what constitutes public services,” he said. The 16th Congress was not able to pass the law “for fear of anti-nationalistic” issues sprouting during the national elections in May. Bernabe added: “I think we need to take an active role in pushing for that legislation, because even if we try to install competition disciplines in public utilities sectors, and there’s a 60-40 requirement in place, it’s going to be very difficult to encourage competition.” He explained liberalizing the public utilities sector through an amendment of the law will help push for more competition disciplines in the market, thus benefiting the consumers with lower prices and more innovations. Telecommunications is a capital-intensive and innovation-driven sector. Because of the restrictions, foreign players cannot fully participate in the wholesale market segment—now occupied by PLDT See “Telco,” A2

n japan 0.4366 n UK 62.6356 n HK 6.4175 n CHINA 7.2278 n singapore 34.9095 n australia 36.9224 n EU 53.0840 n SAUDI arabia 13.2752

Source: BSP (2 December 2016 )


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