5 days ago
5
Upgrade to High-Speed Internet for only ₱1499/month!
Enjoy up to 100 Mbps fiber broadband, perfect for browsing, streaming, and gaming.
Visit Suniway.ph to learn
Elijah Felice Rosales - The Philippine Star
August 8, 2025 | 12:00am
Globe yesterday launched with Xtelify a new platform, called Xtelify Serve, to help the telco focus on improving service, reducing churn and raising revenue.
STAR / File
MANILA, Philippines — Telco-to-tech provider Globe Telecom Inc. has agreed to a multi-year deal with Bharti Airtel for the deployment of a new software that would remove complexities in the communications space.
Globe yesterday launched with Xtelify a new platform, called Xtelify Serve, to help the telco focus on improving service, reducing churn and raising revenue.
The solution is designed to address every layer of the telco industry’s supply chain by relying on insights provided by artificial intelligence (AI).
Xtelify, a unit of Indian provider Airtel, will maximize the digital assets it manages for its parent in scaling up the software’s AI capabilities. Globe president and CEO Carl Raymond Cruz used to lead Airtel’s Nigerian arm prior to his current post.
Cruz said Globe would bank on Xtelify Serve to enhance customer experience. The telco plans to use the software to simplify internal processes and make data-driven decisions.
“By integrating Xtelify’s AI-powered case management platform into our operations, we bring to life our commitment to best-in-class service across every journey, from the first touchpoint to the final resolution,” Cruz said.
“This transformation enables a more seamless and transparent experience for customers, where the concerns are addressed with clarity, accountability and genuine care,” he added.
Airtel vice chairman and managing director Gopal Vittal said the telco is able to ship Xtelify Serve outside of India as a result of years of innovating the platform.
Currently, Vittal said Airtel provides connectivity to more than 590 million customers through its network in South Asia and Africa. The telco is also working with industry peers in creating new solutions that resolve the most complex challenges in bridging the digital gap.
Xtelify also manages a sovereign, telco-grade cloud platform named Airtel Cloud. The cloud can handle up to 1.4 billion transactions per minute, and Airtel uses it for its home operations.
Globe, for its part, is trying to trim expenses as much as it can to become cash flow positive, and it sees AI playing a crucial role in achieving cost efficiency.
Under Cruz’s leadership, Globe is aiming to become the most profitable telco in the Philippines, a crown comfortably worn right now by industry leader PLDT Inc.
