www.businessweekmindanao.com P10.00Issue No. 57, Volume III • June 13-19, 2011

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Heroes are made not by dying for a cause, but for

living for one.

Rizal did not become a hero by facing the fir-

ing squad. He was a hero long before when he

exiled himself to a ftoreign land, far from the home he loved,

so that he could create the masterpiece that would inspire a

national movement.

A different kind of hero, Amorsolo captured the beauty of the

country - how the sunlight touched the maiden in the fields,

reflecting the honesty and beauty of the work every Filipino

does.

Through these heroes, we know this truth: a Filipino hero

fights for the country, not necessarily with gun and bolo in

hand, but with his country and countrymen in heart.

This is what my|phone’s Pusong Pinoy spirit is all about.

MYPHONE WANTED TO CHANGE THE GAMEThe first Filipino mobile phone brand, it has from the start

always declared its being Filipino. Three years ago, when they

first started, they were a small Filipino brand fighting the

internationally established giants in the mobile phone industry.

But today, from only 13 dealers, it now has almost 200 and is

distributed nationwide with almost 1000 stores, making it the

fastest growing mobile phone company in the Philippines.

PREDICTED TO FAIL FROM THE STARTPeople said that a Filipino brand could not stand up to the big

names from Finland, Germany, Korea and the U.S. They were

called crazy, even laughed at. But for them, they were proud

to be called crazy. It meant that they were creative, realistic,

aggressive, zealous, young and were focused on changing the

game. This was the battle cry of my|phone’s new heroes who

aimed to inspire and innovate. They were like the katipunero

courageously shaking up the status quo established by foreign

brands, who could never truly understand the Filipino.

They fought to free Filipinos from the monopoly of foreign

brands. These companies used to dictate the prices of the lat-

est technology. These foreign brands didn’t change the prices of

their phones or consider that the average Filipino would have to

save up a month’s salary, maybe even more, simply to purchase

the latest mobile technology.

my|phone fought this injustice by creating phones with the

same technology and even more features and providing them

at half the price. my|phone wanted to give Filipinos a dignified

life by giving them quality phones. Their revolutionary phone

was the Dual SIM phone, the first in the Philippines. Formerly

a very niche market, it has become the fastest growing mobile

phone category and is even eating into the single SIM market.

A PINOY REVOLUTIONIT’S TIME TO FIGHT BACK!OTHER BRANDS FOLLOW MY|PHONE’S FOOTSTEPS

Now, the Dual SIM technology, which was formerly underestimated by others,

is being offered by multinational brands. Even low cost China phones have grown

very aggressive in this category. But with my|phone’s leadership and focus on ser-

vice, they cannot keep up with the quality that my|phone Dual SIM phones offer.

This is just one proof of the excellence and leadership that Filipinos can attain

through hard work and courage.

UNIQUELY PUSONG PINOYTo distinguish themselves further from foreign brands, they have put their Filipi-

no heart, everything that inspires them as Filipinos, into their phone with unique

content that defines them as a truly Filipino phone. They have put our beautiful

landscapes into the phone as set wallpapers. Our spirituality is reflected in the

hymns, prayers and e-Bible loaded in the memory. Our history, trivia, bugtong

and salawikain are also found in the e-pages of my|phone, a constant reminder

and appreciation of who we are and where we came from.

MYPHONE DONATES 60 SCHOOLHOUSES TO 60 COMMUNITIESNow, it continues its advocacy through more active means.

In line with Pnoy’s educational platform, my|phone fights for the right

for decent education. It’s a battle that cannot be fought by the government

alone. It believes that education is the key to a brighter future. By providing

an environment conducive for learning and creating, my|phone wants to be

super for the future generation.

That’s why starting July, my|phone, in cooperation with the Ninoy and Cory

Aquino Foundation (NCAF), will give 60 communities a my|school building

for their youth to hold classes in. It’s their way of saying ‘thank you’ to the

Filipinos for being its inspiration.

But it is also their message to others:

Now is the time to stand up for something, to have the courage to inspire

change.

Now is the time to live for a cause.

Now is the time for a Pinoy revolution.

It’s this Pusong Pinoy philosophy that inspired the new superherocampaign.

With its line “I want to be your superhero”, my|phone declaresits desire to

be super for the Pinoy.

Being a superhero means being there to help others in need.

my|phone tries to do this with every service and feature that it provides.

Through the WI-FI PHONE, it encourages the youth to access knowledge

for free via the world wide web.

Its MY|NEGOSYO EXCLUSIVE APPLICATION lets Filipinos have their

own load business, earning them extra income to help improve their lives.

With its Music Album Phone (MAP), it supports OPM through technology

that prevents piracy in its commitment to support the Filipino artist.

With its ZERO DOWNTIME SERVICE PROGRAM, they make sure

that no Filipino is handicapped by the absence of a phone when they are

having their phone repaired. They provide customers with a service phone

until they finish their repairs.

Being a good Filipino company is the factor that drives my|phone, giving

them a purpose in everything they do. From something as simple as paying

proper taxes to providing thousands with jobs, they try to help the country

with its development and growth, something they pride themselves on.

Bydoing this, they can be a superhero for its own country.

MY|PHONE LAUNCHES ITS NEW ADVERTISING CAMPAIGN: “I WANT TO BE YOUR SUPERHERO”

BEING SUPER BY GIVING BACKmy|phone thanks the Filipinos for giving them the chance to be super.

Without an inspiration, they wouldn’t have tried so hard to be excellent.

From their products and services to their advocacies, they promise to do

their best to innovate and continue to do better.

“This Independence Day,

ang wish ko para sa aking

kapwa Pinoy ay maging

super tayo para sa isa’t isa.”

- Sarah Geronimo

“Ituloy ang laban, this

Independence Day and beyond!”

-Piolo Pascual

“It’s a great time to

be a Pinoy! Happy

Independence Day

sa lahat ng mga

kababayan.” - Anne Curtis

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“This Independence Day,

ang wish ko para sa aking

kapwa Pinoy ay maging

super tayo para sa isa’t isa.”

- Sarah Geronimo

“Ituloy ang laban, this

Independence Day and beyond!”

-Piolo Pascual

“It’s a great time to

be a Pinoy! Happy

Independence Day

sa lahat ng mga

kababayan.”

- Anne Curtis

BusinessWeek

24 BusinessWeekMINDANAO

June 13-19, 2011

Children taking lessons in the hallways or under trees. A classroom for thirty students shared by eighty. Classrooms that have no floors, leaking roofs or sometimes, no roofs at all. These are just a few of the hardships Filipino students have to face just to go to school.

Growing up in Tacloban, Elena Sen Lim knows the feeling of having to study in classrooms like these.As an elementary teacher, she even experienced teaching under these conditions. Today, more than 60 years later, she notices that there is barely any improvement.

BRINGING DIGNITY TO LEARNING AND LIVING Though no longer a classroom teacher, she still dreams of helping children by bringing them dignity through education. For her, it is not just a dream, but her responsibility to give back to the community that gave her so much. She dreams of giving each Filipino products that will improve their quality of life. It is this dream which inspires the second generation of Solid Group.

That’s why through My|phone, students have a chance to go to a school that is fit for learning. My|school houses are properly insulated against heat, is safe, sturdy and leak proof, making studying easier and more comfortable. Each unit is created with the latest modular building technology making it possible to assemble in just 2 days. These schoolhouses make learning more enjoyable, safe and dignified.

MODERN MODULAR TECHNOLOGY FOR FILIPINO HOMES

A sister company of my|phone, my|house also fights to give Filipinos better living conditions. Instead of living in overcrowded, dilapidated houses, my|house offers a safe, sturdy and quick alternative by using the same modular technology as the My|school.

MY|PHONE GIVES BACK BY DONATING 60 SCHOOLHOUSES

To express their heartfelt thanks for making them the number one Dual SIM Pinoy Phone, My|phone wants to be the country’s education superhero. Aligned with PNoy’s thrust on improving education and in cooperation with NCAF or Ninoy & Cory Aquino Foundation, they want to pay it forward where it has the most impact in uplifting standards of living: the country’s educational system.

Every month for the next 5 years, My|phone will donate a my|school unit which will be used as classrooms in public schools all over the country. Filipinos from Aparri to Jolo will now have the chance to tell their stories why they deserve new classrooms. It’s their chance to have a better learning experience.

Being the country’s education superhero is My|phone’s way of expressing Pinoy heart which is at the heart of their company. They believe that supporting the freedom to learn will give Filipinos the freedom to improve their lives.

By being our country’s superhero, Elena Lim and my|phone hope to encourage others to live with the spirit of Pusong Pinoy.

WANT TO BE A SUPERHERO FOR YOUR COMMUNITY? HERE'S HOW TO GIVE THEM A FREE SCHOOL HOUSE:

Nominate a school that you think deserves my|school units. Tell us your story, and my|phone will donate a my|school unit to those who need it the most. Just email nominate@myheart.com.ph

For more information on my|school go to www.myheart.com.ph

CHAIR EMERITUS SOLID GROUP INC. ELENA SEN LIM: BETTER SCHOOLS FOR A

BRIGHTER FUTURE