We Are Proud To Be Associated With

One category of Adtel’s customer base arecustomers in utilities such as those in tele-communication, broadcasting,power genera-tion, and in a host of other related business.Products and services for this category arethose classified as high-ticket items as it re-lates to network solutions or customer pre-mises and mostly funded from capital expen-diture budgets.

Another product and service category arethose related to consumers and distrib-uted through a network of loyal resellersand dealers nationwide. Products andservices for this category are those re-lated direct to end-users either for homeand office use sold over the counter fromretail stores.

From each of these two categories, ad-junct services have been developed re-lated to either fabrication or assembly ofparts or finished products and sold toother resellers who in turn sell to end-users.

Services in support of deployment of theabove products or services have alsogrown commensurately related to sub-scriber line installation, data installation,outside plant for telephone companies,repair and maintenance, and other relatedrecurring services outsourced by custom-ers.

Adtel started full operation in Septemberof 1994 acting as the sole distributor ofTDM-based multiplexers and satellitemodems with a telecommunications com-pany called ICC, the predecessor ofBayantel. Today, the company boasts ofother customers in various industries but

Adtel’s Motivation TowardsQuality Standards

Adtel got its ISO award in December 14,2001 and the auditing takes place every 6months thereafter. Mr. Reynaldo T. Casas,President and COO said: “We should haveembraced this discipline from the start in-stead of intuitively managing quality issuesfrom the outset.” To maintain customer loy-alty from Telephone Companies, Adtel em-barked on gaining accreditation in two ar-

Environmental Safety andHealth (ESH)

As to Environment Safety and Health(ESH) Mr. Casas pointed out its differencefrom the ISO 9001 objectives since ESHis concerned with the environment, safetyand health of the employees, contractors,customers and the public in general. Withtwin measures as the language for excel-lence, telecom companies seek ADTELservices. “They see we speak the samelanguage, backing them up from sales andmarketing stand points, even to the pointof assembling and packing, distributingand warehousing their products. Whenyou talk of telecoms technologies as wellas broadcast locally, one would almost al-ways compete with other distributors andsuppliers, so we need a distinguishingmark. We need to be different. To excel,we need strategies related to quality stan-dards”, explains ADTEL President, Mr.Casas.

Despite the prohibitive cost that the main-tenance of high standards entails, ADTELhas never balked from its continuoussearch for excellence. “It’s costly becauseevery 6 months we have to be audited,from a stand point of procedures as wellas calibrating the test equipment… Wehave identified specific line of businesseswherein all the people in this line of busi-nesses are trained in the high level of con-sciousness”, Mr. Casas says further.

The efforts of maintaining ISO and ESHdisciplines bore fruits with the successfulaccreditation of Adtel with three leadingtelephone companies as choice supplierand contractor for local exchangeapplications.

with its core business still relatedto telecommunications. In the suc-ceeding 10 years from its incep-tion, more technologies have beenintroduced into the country byleading communication technol-ogy providers from the USA suchas: General Datacom, Fairchild,SSE Telecoms, Grass Valley, Lu-cent, Avaya, Western Multiplex,ADC, Cisco and 3M. In addition,European technology providerslikewise channeled their productsand services through Adtel suchas Siemens, Studer, Linear. FromAsia, leading companies such asVidar/SMS, Uniden, and recentlyXingtel have also partnered withAdtel to penetrate local markets.All these partners are likewise ISO

certified and speak the same language whenit comes to quality standards.

Product portfolio spans consumer relatedproducts classified as customer premisesequipment such as telephone sets, pabx, an-tennas and the like. Network related arethose related to modems, hubs, switches,copper/coax/fiber cables, industrial batteries,microwave radios, video transport, transmit-ters and antennas.

Diversification moved strategically with theadoption of a first of a kind in the countrycalled Speech Recognition software. Thissolution is an alternative approach towardsautomated call centers, that is call centerswith no attendants needed. Callers merelyinteract with computer systems; the systemcan likewise capture data and respond toqueries. Through strategic partnership withleading enterprises, this solution is strategi-cally positioned to the banking industry, air-line and others in need of 24/7 automatedcall centers. Using the same software man-power resources, Adtel also boasts of host-ing accounting applications to 10 leading en-terprises and maintaining their computer sys-tems.

COMPETITIONMr. Casas admits thatADTEL gets stiff competitionfrom other companies en-gaged in the same line ofbusiness. “That is why weare maintaining customerloyalty and hopefully ourquality measures serve us ingood stead to maintain cus-tomer satisfaction”, he said.

Asked on Adtel’s rank on thecompetition ladder, Mr.Casas has this to say: “Inour business nobody canclaim you are no. 1, becausethe product mix and thebusiness mix differ from onecompany to another. It’s not

VisionBeing a technology provider to serve tele-phone operators and broadcasters coupledwith serving the public direct with high qual-ity products is the vision that spurred thecreation of the company 10 years ago andwill continue to be same vision over thelong term. The excitement in the businessis the life cycle of a technology that onesees in the horizon one or two years be-fore commercialization. Eventually beingengaged and finding a niche when com-mercialization takes place creates multi-tude of opportunities seem endless.

And being in this competitive environ-ment maintaining quality standards arethe sure means not only to survive butthe excel.

eas: Telephone Supply and SubscriberLine Installation. The competitive environ-ment in the industry was a motivating fac-tor to gain accreditation. Efforts to pleaseand gain loyalty of customers and princi-pals became the main justification to moveinto the direction of setting quality stan-dards.

The move towards accreditation alsoraised the level of pride amongst employ-ees who wear the ISO seal as a badge ofhonor. Face-to-face with foreign principalswho themselves seek partners with simi-lar accreditation; employees find them-selves able to demand none other thanhigh quality standard of support from for-eign partners.

Standing (Left to Right) : Richard Santos, ReynaldoReyes, Federico Davad Jr. Seated (Left to Right) Pete

Valenzuela, Erwyn Alcomendras and Alma Rivera

Standing (Left to Right) : Renato Jalandoni, Leo Ferrer,Johnny Palac, Ronald Balao, John soriano, Eladio Quizon,Benjamin Arriola Seated (Left to Right) Rhea Corpuz,

Maureen Talagon, Cristina Macayan

apple-to-apple comparison. Some of our lines of business can be compared with otherentities, but when you add all the lines of business together and then compare us withanother company, we are not the same… We are dealing with telephone and broadcastcompanies. We have learned to manufacture and distribute in the open market by manu-facturing TV antenna products.”

As to the popularity of cell phones, Adtel views this phenomenon as an opportunity;since the company is eyeing the possibility of coming up with products for cellularusers. In fact, there are already products that ADTEL has lined up for distributors andwhich have already been registered at DTI.

�LINKING PEOPLEWITH OTHER PEOPLE�

�LINKING PEOPLEWITH OTHER PEOPLE�

he company represents the interest of foreign technology providers in both telecommunications and broadcasting industries. Theseforeign principals are leading companies from USA, Europe and Asia whose physical presence and absence in the Philippines dictate

the size of ADTEL’s value-added services created in support of local customers. These value-added services include sales and marketing,Tengineering services, warehousing and nationwide distribution, back up of warranties, repair and maintenance, financing, turn-key projectmanagement and other outside plant capabilities. Nationwide distribution is carried out through five offices situated in different parts of the

country, Ortigas, Quezon City, Naga, Legaspi, Davao and Tacloban. Adtel’s niche is to position suitable technologies for telecommunication andbroadcasting applications, acting as exclusive distributor or reseller for and in behalf of choice foreign technology providers.

By: Mercedita Racelis-Baritugo PhD

First PhilippineHoldings Corporation

NATIONALISMENTREPRENEURSHIP

TEAMWORKSTRONG WORK ETHIC

6th Floor Benpres Building, Exchange Rd., cor. Meralco AvenueOrtigas Center, Pasig City

Tel. Nos.: (632) 631-8024 to 30 • Fax No.: (632) 631-4089http://www.fphc.com

B A N KORTIGAS 1 - EXCHANGE ROAD BRANCH

“Manufacturer of SIEMENSAnalogue Telephones”

ISO 9001 & 14001Certified

Infinite Shanghai Communication Terminals Ltd.Website http://www.infinite.com.cn

TOPNOTCHER PLASTICMANUFACTURING CORP.

#116 4th Street Between 8th & 9th AvenueGrace Park, Caloocan

Tel. No.: 365-6613 to 14 • Fax No.: 363-8133

Telephone No. 757-0101; Fax No. 818-0036 Email: fpbb@fpbb.comWebsite: www.firstbalfour.com

FIRST PHILIPPINE ENERGY CORPORATIONA Subsidiary of First Generation Holdings CorporationPROVIDING POWER FROM RENEWABLE ENERGY

3rd F Benpres Bldg., Exchange Rd. cor. Meralco Ave., Pasig CityTel. No.: 631-4091 • 449-6458 Fax No.: 631-3103

3202 - D East Tower, PSEC,Exchange Road, Ortigas Center,Pasig CityTel. No.: (632) 636-7499Fax No.: (632) 636-7494

MARKETING CORPORATION2/F Benjamin 1 Bldg., #62 Sgt. Esguerra cor.Mo. Ignacia Sts., South Triangle, Quezon City

Tel. No.: 412-2134 • 928-0154 • 929-3766

MEGA FREIGHT SERVICES, INC.Rm. 3 ACM Compound P. Mayuga St., Paranaque City

Tel. Nos.: 8525642 • 8321562 • 5511738Fax No.: 8535643