Globe CEO Carl Cruz Outlines Strategic Direction, Driving Innovation and Digital Inclusion

Carl Raymond Cruz formally stepped into his role as Globe’s new President and Chief Executive Officer, outlining a strategic direction anchored on purpose and customer centricity.

At the “Go Forward Together” media briefing, Cruz presented a clear roadmap for the company, centered on innovation, digital inclusion, and customer-first thinking to uplift lives and shape a better tomorrow for the company and the nation.

His message reinforces Globe’s market leadership amid a stabilizing economy and favorable conditions for expanded digital access. According to the 2025 Digital Report Study, Filipinos now rank third globally in daily internet usage, averaging 8 hours and 52 minutes.

“With the Philippines entering a phase of economic normalization and a large digital-native customer base driving long-term demand, Globe is well-positioned to lead the country’s digital progress,” Cruz said. “We are focused on inclusive growth by widening access to technology and financial tools that make everyday life better.”

Globe’s strength lies in the synergy of its dual growth engines. With connectivity from Globe and financial inclusion via GCash, the company serves everyday needs across the digital lifestyle spectrum, making Cruz’s vision of digital inclusion more attainable.

The telco leader boasts a strong mobile and fiber footprint, while GCash serves 8 out of 10 Filipinos and connects over 6 million merchants and social sellers through e-commerce, payments, lending, insurance, and investments.

“Our ambition is to be the largest, most profitable, most admired, and highly engaged telecom company in the country. Backed by purpose, technology, and people, we are building a progressive and inclusive digital nation,” Cruz added.

Globe’s solid performance in 2024 demonstrates that it is advancing in step with the industry. The company reported an all-time high of PHP165 billion in gross service revenues, a 2% increase year-on-year, while maintaining its lead in mobile with 60.9 million subscribers.

At the same time, GFiber Prepaid reached 260,000 subscribers, which, combined with postpaid fiber, delivered the first sequential broadband revenue hike in 13 quarters since 3Q 2021. Core services under the Corporate Data segment also rose by 9%, underscoring the relevance of its connectivity solutions.

High user demand signals market strength but also highlights the need for continued expansion. To address congestion and deliver better service, Globe optimizes network investments, especially on mobile, while shifting its fiber strategy toward port utilization.

As in previous years, the majority of capital expenditure was allocated to data-related requirements, ensuring customers can access reliable, high-quality digital connectivity.

In 2024, Globe deployed 1,212 new cell towers, including in-building installations, and upgraded 4,613 mobile sites. It also fired up 587 new 5G installations, bringing 5G outdoor coverage to 98.69% of the National Capital Region and 96.95% of key cities in Visayas and Mindanao, reaching approximately 106 towns.

Globe’s digital inclusion efforts also include the rollout of over 600 cell sites in geographically isolated and disadvantaged areas (GIDAs) and online safety initiatives such as #MakeITSafePH, Senior Digizen, and the Digital Thumbprint Program.

Meanwhile, customer experience continues to evolve, prompting Globe to invest in automation, proactive service, and network reliability to keep customers first.

Globe enhances customer interactions through an AI-powered relationship manager that delivers real-time insights, predictive recommendations, and automated support for personalized customer interactions.

Likewise, it advances proactive network upgrades through AI-driven predictive maintenance for enhanced reliability and efficiency.

Globe also remains a leader in responsible business practices, maintaining an “AA” MSCI Rating for two consecutive years and receiving the Five Golden Arrow Award from the Institute of Corporate Directors for three consecutive years, demonstrating leadership in both ESG and corporate governance, alongside multiple awards for prioritizing employee well-being.

As Globe moves forward under Cruz’s leadership, the company is committed to delivering sustainable growth, expanding digital and financial access, and aligning stakeholders around its ambition to Go Forward Together.

To learn more about Globe, visit www.globe.com.ph.