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• Outdated technology due to
incompetent IT which affects
customer service
• Established for 71 years since 1928
• Brand name
• Prominent and well-known in the industry of telecommunications
in the Philippines
• Largest capitalization among
Philippine listed companies
(Philippine Stock Exchange and
New York Stock Exchange)
IP CODE - Republic Act No 8293 “An act prescribing the intellectual property code and establishing the intellectual property office, providing for its powers and functions, and for other purposes”
The rights in a mark shall be acquired through registration made validly in accordance with the provisions of this law. (SECTION 122) The applicant or the registrant shall file a declaration of actual use of the mark with evidence to that effect, as prescribed by the Regulations within three (3) years from the filing date of the application.
During the year 1999, under the governance of former President, Joseph Estrada, the society back then exercised their right in freedom of speech ever since the 1986 People Power Revolution, which paved way in a democratic regime and urged the civil society in participating in political and social affairs.
In the early 1990s, the telecommunications industry is booming along with the rise of call-center agencies. The call-center service business is thriving with the entry of foreign companies like America Online, Etelecare International, People Support, and Getronics.
In 1999, PLDT is still the largest local exchange carrier in the country in terms of facilities, area coverage, number of connections and ravenous, owning and operating the most extensive nationwide transmission network.
• Partnerships across the globe
• Expansion to provide service to a larger scope of consumers
• Provide consumers with better service by improving technology
• Demand for innovating communication service technology in the Philippines
• Competitors in the same industry
• Rapid changes in technology
• Issues and crises that may damage the company’s reputation and cause volatile costs
How will Philippine Long Distance Telephone Company claim exclusive rights over the trademark “PLDT” and ownership of pldt.com, when it is registered to a different organization under the name of Gerard Kaimo?
How will PLDT maintain a good image after suing Kaimo and his domain, "pldt.com"?
How will PLDT convince their customers to directly go to their own domain pldt.com.ph, instead of Kaimo's website?
POV: External Public Relations team of Philippine Long Distance Telephone Co. (PLDT)
The case happened on September 1999 when PLDT Co. filed the case against Mr. Gerardo Kaimo in the Quezon City Regional Trial Court
• seeks to provide the current and potential consumers a new platform of communication
• the company will create a website within the next 3 months, made specifically for customer relations only. It will be used to answer inquiries and give solutions to complaints or problems being experienced by the consumers
• the website will be advertised through brochures that will be distributed and are also available in all PLDT branches, and commercials to bring awareness to the publics about the said project
• the management should embrace and promote “pldt.com.ph” to create a trademark that manifests the image of the company with a domain “.com.ph,” since PLDT is in fact the largest telecommunications company in Philippines
• An information dissemination shall be done through a campaign that would last for a maximum of three months, so that the publics would be informed that PLDT is not in any way affiliated with “pldt.com” and would establish a new form of trademark to the publics.
• a long-term plan that would have a duration of 1-3 years, which will serve as an investment for the company, because it aims to improve its system and technology for the betterment of its customer service
• PLDT should innovate and offer new services
to compete with other companies
• product launching will be done to gain public awareness once the developments are made.
The management should continue to sue Mr. Kaimo to successfully shut down the website and prevent it from causing further damage to the company’s reputation.
PLDT shall be able to communicate with Mr. Kaimo and PLDTI, requesting or negotiating them to give “pldt.com” to the company to serve as its domain name.