Tech titan Salesforce enters the Philippines

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The world's leading enterprise software vendor, Salesforce, is set to expand its global footprint with its official entry into the Philippines this year. The Department of Trade and Industry (DTI) confirmed the development on Tuesday, following high-level discussions between Philippine officials and Salesforce executives.

Trade Secretary Cristina Roque reportedly met with Adam Evans, Salesforce's executive vice president and general manager. Their talks culminated in a commitment from the US-based customer relationship management (CRM) giant to launch operations in the Philippines, heralding a significant boost to the local tech ecosystem.

The investment by Salesforce highlights the Philippines' emergence as a prominent hub for technology and innovation, paving the way for digital transformation and the creation of countless job opportunities for Filipino talent, according to the DTI.

Empowering MSMEs and upskilling the workforce

Salesforce's plans include targeted initiatives to empower MSMEs by equipping them with advanced digital tools to enhance their competitiveness. Additionally, the company is set to collaborate with leading universities and organisations to upskill the local workforce.

Salesforce's decision to invest in the Philippines is seen as a testament to the country's investor-friendly policies, strong economic momentum, and skilled workforce, Roque noted, as reported by local media.

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The DTI attributed Salesforce's investment decision to positive feedback from existing clients about the Philippines' dynamic business environment and government support for digital initiatives. While specific investment figures have yet to be disclosed, the move is seen as a vote of confidence in the country's long-term growth potential.

This also marks a milestone for Salesforce, further solidifying its position as the global leader in the CRM market, a status consistently recognised by industry experts such as the International Data Corporation (IDC). The company's leadership in cloud-based solutions and its commitment to innovation have established it as a cornerstone of digital transformation for businesses worldwide.

Looking ahead

The DTI has extended an invitation to Salesforce to explore the establishment of a shared service facility in the Philippines, with a focus on advancing AI training initiatives. Such a partnership would further solidify the country's role in the regional tech landscape.

Founded in 1999 by Marc Benioff and initially backed by Oracle expertise, Salesforce has since grown into a technology powerhouse. Its inclusion in the Dow Jones Industrial Average in 2020 cemented its status among the world's most influential corporations.

With Salesforce's entry into the Philippine market, the stage is set for accelerated innovation, economic growth, and an upskilled workforce ready to compete on the global stage.

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