Infobip and SM Supermalls push SaaS and messaging deeper into PH retail

Infobip and SM Supermalls push SaaS and messaging deeper into PH retail

MANILA, Philippines – Infobip and SM Supermalls expanded their partnership in April 2026, bringing Infobip’s omnichannel platform and Viber for Business into all 137 SM malls and more than 137,000 opted‑in subscribers. The deal puts new pressure on large Philippine retailers to modernize while giving global SaaS vendors a firmer grip on the country’s enterprise market.

SM leans on cloud platforms instead of in‑house builds

SM Supermalls, which sits under SM Prime Holdings, is tying its mall operations to Infobip’s data triggers, automated campaign flows, and rich messaging tools. The company wants more predictable foot traffic and better control over repeat visits, especially as e‑commerce takes a larger share of consumer spending. The move also shows how quickly big corporations are shifting away from internal systems in favor of external SaaS providers.

Infobip’s Asia‑Pacific customer growth head Guray Ozturk has been pushing a mobile‑first approach in his regional playbook. Public statements from Infobip, TechPinas, and the Manila Tribune all point to the same thing: SM wants to treat its messaging channels like core infrastructure, not just another marketing add‑on.

Viber strengthens its position as a retail channel

Rakuten Viber has long counted the Philippines among its strongest markets, with tens of millions of active users. The rollout inside SM gives Viber even more enterprise‑grade traffic. Messaging channels such as Viber, WhatsApp, and SMS continue to shape how local brands handle loyalty programs, promotions, and customer service.

For companies with large physical footprints, messaging has become the fastest way to reach consumers who rarely check email and don’t always install brand apps. SM’s adoption makes that reality harder for competitors to ignore.

Startups gain validation but face tougher competition

The partnership helps prove that there is real demand for omnichannel tools, real‑time personalization, localized analytics, and retail tech built for the Philippine market. But it also shows how quickly multinational vendors are locking in enterprise accounts.

Startups that try to build broad marketing platforms will struggle against Infobip, Salesforce, and HubSpot. The more realistic path is specialization: AI models tuned for Tagalog and Cebuano, loyalty engines designed for high‑traffic malls, messaging‑to‑payments flows, and compliance automation for the Data Privacy Act of 2012.

Services are another opening. Enterprises often need implementation partners to configure workflows, integrate legacy systems, and train staff. For many local founders, this is where revenue shows up fastest.

Compliance pressure shapes how far retail tech can go

The National Privacy Commission tightened enforcement starting in 2024. This means opt‑in tracking, updated data processing agreements, and careful handling of cross‑border transfers. SM and Infobip manage their subscriber base through opt‑in lists, but any scale‑up will still add legal overhead.

This creates a split market. Startups that build automated compliance tools will find customers quickly. Smaller teams that lack the resources to keep up with regulation will feel the strain.

Investors watch how fast mall operators move

For investors, the partnership is a signal that Philippine enterprises are spending more on digital operations. E‑commerce now accounts for an estimated 15 to 18 percent of total retail sales, which forces mall operators to sharpen their engagement strategies.

Mobile penetration sits at roughly 70 percent, and messaging apps remain the country’s default communication channels. Any tool that helps retailers convert those users into foot traffic gets attention from venture funds. But investors remain cautious because multinational SaaS companies already dominate the enterprise segment. Many Philippine martech startups will likely exit through regional acquisitions rather than scaling on their own.

The rollout’s success will influence other mall groups

SM’s move comes at a time when mall traffic in Metro Manila has mostly recovered from pandemic lows. Provincial malls still face connectivity gaps, which limit digital engagement, and this opens opportunities for startups targeting underserved regions.

Rivals such as Robinsons, Puregold, and foreign mall operators will watch this rollout. If SM can show stronger repeat visits or higher campaign response rates within the year, the rest of the retail sector will feel pressure to pursue similar partnerships.

A clearer view of where PH enterprise tech is heading

The Infobip‑SM partnership reflects a broader shift in the Philippine market. Retailers and other enterprises are moving toward cloud‑based engagement tools, messaging as infrastructure, and AI‑driven campaign execution. From 2026 to 2028, startups working in retail tech and compliance may find steady demand, but they will be building in a market where large global players already have a head start.