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3 2012


Chairman and CEO, Ayala Corporation


VOLUME 2 No. 3 2012


To Our Valued Partners in Business

In line with our commitment to empower businesses and spur economic
progress, we are pleased to bring you this latest issue of Meralco Power Club
which underscores the main proponents of the countrys recent economic surge.
Meralcos partnerships with these economic drivers have placed the Philippines
among the ranks of the fastest growth centers in Asia. From real estate to
manufacturing and infrastructure development, Meralcos diverse services for
such industries propel Filipino competitiveness to world-class standards.
In our cover story, Ayala Corporation Chairman & CEO Jaime Augusto Zobel
de Ayala (JAZA) takes the spotlight as an industry leader, sharing the value of
his companys experience with Meralco in pursuing the
vision of his varied businesses. They count among the
Meralco partners who have taken their firms operational
efficiency to the next level -- and as JAZAs success
story proves, better business makes for a better


Power News

3-5 Meralco clinches 2012 Employer of

the Year Award
Meralco ensures business continuity
at UN Disaster Response Forum
Philippine Quill recognizes Meralco's
customer programs
Smart Grid rolls out benefits of
prepaid electricity
BPO industry moves forward with
Meralco support

Power Up
6 New transformer improves
power quality in Makati
7 Companies continue to achieve costcompetitiveness with Meralco POP
Meralco Power Up forum series
enables customers to make informed
business decisions
8-9 MNTC calls on Meralco's street smarts
for new roadlamp initiative

As a new year dawns upon us once more, bringing new

frontiers to be conquered, we continue to stay true to
our utmost responsibility of delivering reliable
and quality service to our customers. Rest
assured, Meralco will keep in stride with the
times and offer innovative products and
services to best serve your needs.

Cover Story
10-13 The Game Changer:
Jaime Augusto Zobel de Ayala

Power Up
14-15 CEMEX strengthens partnership
with Meralco

Special Feature
16-17 Early planning with Meralco opens
Robinsons Magnolia in record time
18-19 Meralco partnership leads to product
breakthroughs for United Polyresins,

Customer Empowerment
20-23 Meralco Power Academy's Power
Quality course leads to improving
factory efficiency

Senior Vice President

Energy-efficiency seminar helps boost

Daiho Plastics' cost-efficiency

Head, Customer Retail Services

and Corporate Communications

Local power rates deemed reasonable

according to studies
Publisher: Meralco
A joint project of Corporate Business Group,
Marketing and Customer Solutions and Innovations,
Corporate Communications
Victor S. Genuino
VP & Head, Corporate Business Group
Jose Antonio T. Valdez
VP & Head, Marketing and Customer Solutions and Innovations
Published four times a year for key officers
of Meralco corporate accounts
Editorial Office:
Ortigas Avenue Pasig City
Telephone: (632) 632-8771 / (632) 632-8551
Fax: (632) 632-8501/ (632) 632-8551
We welcome comments and suggestions, please send them to:

VOLUME 2 No. 3 2012

Infrared Thermography
Sustainable future with green

Power Events
24-25 Customers break for tee time
at Meralco Power Club
26 Meralco and PLDT Alpha
Offer efficiency options for
semiconductor industry

27 Meralco launches new volunteerism
campaign for nation-building
Meralco's Makabayan spirit proves
waterproof in the face of flood


Meralco clinches
2012 Employer of the Year Award

imes change and people come and go but Meralcos employeecentricity and strategic HR focus remain in the fabric of Meralcos
culture even after 109 years.
This inspiring culture has caught the attention of the People
Management Association of the Philippines (PMAP). After putting Meralco to the test through random employee interviews, surprise visits
to Business Centers and panel interviews with top leaders, PMAPs Board of
Judges has once more unanimously voted Meralco as 2012 Employer of the
Year (EOY), 32 years after Meralco won its first EOY award in 1980.
Atty. Josephus Jimenez, PMAP Board of Judges Chair for Employer of the
Year, proudly announced Meralco as the winner at the 36th PMAP Awards
Night held on Sept.12 at the Waterfront Hotel in Lahug, Cebu City.
Chairman Manuel V. Pangilinan received the award on behalf of the
company. Pangilinan, in his acceptance speech, emphasized the true
source of power of the company - its people.
Tonight, our management who are with me in this hall represent
Meralco as curators for this award, holding it in trust for its many and true
owners our employeesAs Meralco continues to evolve in the coming
years, people-centricity remains the focal point of our management focus.
The people we employ and how we make the best use of their talents
will become more critical to our future. They are, in fact, our first publics,
our first citizens, our first priority.
During the short Awards night program, President and CEO, Oscar S.
Reyes expressed his heartfelt thanks to the 6,000 men and women of Meralco
who continue to commit themselves to service excellence and nation-

Meralco officers led by Chairman Manuel V. Pangilinan and President and

CEO Oscar S. Reyes received the 2012 EOY Award.

building. He reminded the employees that the work they do has such an
impact on the life of the nation that we cannot afford to be complacent nor
overconfident. He also thanked PMAP for giving the company an opportunity to inspire employees to do better. So Id just like to ask all of you to
re-commit yourselves to continue being part of this organization, working
hard in order to help our countrymen and our nation. Maraming salamat po
sa inyong lahat. Maraming salamat po sa PMAP na binigyan nyo kami ng
pagkakataon na lalo na ma-enganyo at mahikayat ang aking mga kasama sa
Meralco para sa kabutihan ng ating bansa.

Meralco ensures business

continuity at UN Disaster
Response Forum

Business as usual for corporates amidst calamities

Conscious of the unrelenting impact of typhoons and

various calamities not just on living conditions but on economic aspects as well, Meralco shared its business strategies and disaster response measures at a forum organized
by the United Nations Office for Disaster Risk Reduction
On behalf of Meralco, Vice President and Corporate
Business Group (CBG) Head Victor S. Genuino recalled how
Meralco personnel and field representatives responded to

the recent calamities brought about by the heavy Habagat

downpour. Genuino expressed that in such cases, safety
is priority but Meralco is exhausting all means to restore
power and keep businesses running.
Genuino added that Meralcos Safety and Management
office and Networks group are working closely together
in setting up the companys business continuity plan. This
aims to strike a balance between delivering reliable power
and ensuring public welfare.
The forum, held recently at the SMX Convention Center
in Pasay City, gathered industry leaders from across the
telecommunications, utilities, financial and government
sectors to facilitate collective strategy formulation which
should enable Asian businesses to withstand disasters.

Meralco VP and CBG Head Victor S. Genuino (extreme left) joins other delegates along
with NU President and CEO Teodoro J. Ocampo and SM Prime President Hans Sy at the
forum. Also in photo is Meralco Relationship Manager Rodel Dela Torre (extreme right)
who attends to the power requirements of SM.

VOLUME 2 No. 3 2012

Philippine Quill recognizes

Meralcos customer programs
A record 30 awards won

Quill Awards haul


5773 Powering Up to Success: One Vision, Shared Goals

Learning Summit: Promoting a Culture of Learning and
Meralco Power Up Forum
Strengthening Partnerships with Meralcos Customer
Choice Program
The Meralco Channel Partnership ProgramEfficient
Management of Customer Relationships in a ManpowerChallenged Structure
Communicating One Meralco Foundation Initiatives via
the News Media
Energizing Public Schools in Isla Verde
Meralco Basketboys Program
One Meralco Makabayan Volunteerism Program
Transforming Communities through the Meralco
Community Electrification Program
Meralco and One Meralco Foundation Unified 2011
Annual Reports (Communication Skills)
Business Book Summaries: Learning in a Nutshell
Meralco Managed Services

The Meralco Website: An Information Hub for the
Enhancing and Sustaining Meralcos Employee
Engagement The Pulse Survey
The 2nd Philippine Electric Vehicle Summit 2012
Meralco Liwanag Park


Adapting to Change (A2C): Empowering Employees to

Cope with Work Transitions
Conquering New Heights: Achieving Leadership
Commitment and Collaboration
Meralco Offers Time-of-Use Rates to Boost SME
Meralcos Customer Conversion Program for Companies
Producing Their Own Electricity
Pasiklaban ng Finance sa Review ng Standards (PFRS):
Enhancing the Learning of PFRS Through Games
Revving Up to Achieve a Culture of Excellence
Isla Verde School Electrification Community Launch
Maliwanag ang Pasko Employees Treat for Children
One Meralco Makabayan Volunteerism Program Launch
The Meralco Community Electrification Program
Community Launches
The Meralco Customer Segments AVP: Partners for
Meralco and One Meralco Foundation Unified 2011
Annual Reports (Communication Creative)


eralco won a total of 30 citations during the 11th

Philippine Quill Awards, including 17 awards of
excellence and merit, 12 finalists and first runner-up
honors in the Company of the Year race another
remarkable performance that reaffirmed the companys unchanging commitment to customer service excellence.
The big haul validated Meralcos reputation as an outstanding
communicator that reaches out to various publics, particularly its
customers, in its effort not only to bring electricity to homes and
businesses but to become a total energy solutions provider.
Bringing home 30 awards from the International Association of
Business Communicators (IABC) Philippines, which holds the annual
recognition program, eclipsed Meralcos breakthrough performance
last year when it romped off with 13 Quill awards. Held recently at
Crowne Plaza Galleria, the Philippine Quill Awards recognizes excellent use of communication in the projects and campaigns of the
countrys leading corporations and agencies.
Meralco Senior Vice President Alfredo S. Panlilio, who heads
Customer Retail Services and Corporate Communications, stressed
that being recognized as a top business communicator simply
underscores Meralcos initiatives to provide only the best service to its 5
million customers.
For us, its always the customers welfare first and awards like the
Quills only serve to remind us to do better next time and to constantly
reach out to our clients using all possible channels in even the most
challenging circumstances, he said.
Some of the awards recognized Meralcos efforts to empower its
customers such as a program that provides corporate clients with
special rate offerings and expert advice on how to improve efficiencies and business operations.Through these efforts, customers may
regard Meralco as their partner for progress.
Some awards lauded its corporate social responsibility (CSR)
programs through the One Meralco Foundation (OMF) that include
community electrification, sports and youth advocacy as well as
employee volunteerism. OMF President Jeffrey O.Tarayao, who is
also Meralcos Chief CSR Officer, said the nine awards that OMF
received from IABC were a testament to the foundations CSR philosophy that centers on excellence in business through responsible
corporate citizenship.
The other awards noted the value of the companys initiatives
in human resource development and internal communication that

VOLUME 2 No. 3 2012

bring out the best in Meralco employees as the company pursues its
vision and mission.
Panlilio expressed satisfaction over the number of Quill Awards
that Meralco won this year.It is with a great sense of pride and
distinction that Team Meralco receives the acknowledgment and
appreciation from a respected group of business communicators
in the country, he said.
He also said the Quill awards assure Meralco that its efforts
in reaching out to the public are duly recognized and they
further motivate the organization to pursue excellence in
He stressed that communicating effectively on a vital utility
such as electricity and on consumer-related issues like power
pricing, outages, supply and demand, safety and innovations
is key to Meralcos success.
He added that initiatives in technology, which add value to
customers, have also been the subject of Meralcos communication efforts because they are in line with the companys
bid to become a total energy solutions provider
IABC Philippines president Ritzi Villarico Ronquillo said
the Quill awards were meant to challenge organizations and
companies to set higher goals every year while upholding the
highest standard in business communication.
We hope to keep the industry and education sectors
motivated in producing quality programs and campaigns. But
we dont stop at rewarding great work, she pointed out.
IABC is committed to continuous development of communicators in learning, skill and standards so that collectively,
we all contribute programs and projects relevant to our growth
as professionals and as a country, she added.
The Philippine Quill is the local edition of the Gold Quill,
which is given out by the global IABC group to premier business organizations all over the world. It is regarded as one of
the worlds most prestigious awards in communication.
IABC Philippines, the first local chapter outside the US,
provides learning for career and professional advancement
and growth all year round with renowned and multi-awarded
practitioners from the IABC roster of 15,500 member-professionals all over the world.


Smart Grid rolls out benefits of prepaid electricity

Meralco and GE make it official

he ink has dried on

a new partnership
between Meralco and
General Electric (GE)
as the power utility
pushes forward in its commitment
to a brighter Philippine frontier.
GE will now serve as the systems integrator for the advanced
metering infrastructure needed to
realize prepaid electricity, one of
the many new projects to be carried out under Meralcos highlyanticipated Smart Grid network.
The two companies sealed their
alliance during a recently held
signing ceremony at the Makati
Shangri-La Hotel.
Meralco has also tapped other
partners like Orga Systems to provide support for its prepaid billing system, while Ecologic Analytics
will take charge of the meter data management system.
The convenience and sachet pricing of prepaid electricity
makes it an ideal match for tech-savvy Filipinos, who can assimilate it

Signing ceremony between Meralco and GE officers at the Makati Shangri-la Hotel

seamlessly into their mobile phone experience. Dubbed Kuryente Load

or K-Load, the Smart Grid application begins with a technical pilot
scheduled in December, followed by a consumer test slated in the first
quarter of 2013.

BPO industry moves

forward with

Meralco support

eralco, together with other industry leaders, gathered for the

4th International Outsourcing Summit (IOS) from Oct. 7 to 9 to
discuss the future of the information technology and business
process outsourcing (IT-BPO) and Global In-House Center (GIC)
sectors in the country.
Meralco is committed to providing adequate and reliable supply of power
to ensure smooth operations of BPO establishments within our franchise area,
Meralco Corporate Business Group (CBG) head Victor S. Genuino shares. Furthermore, emphasis was placed on Meralcos significant role in helping facilitate the
growth of the industry as the Philippines aggressively moves up the value chain of
outsourcing from basic customer service to knowledge process outsourcing.
Through regular cross consultations with Meralcos industry-dedicated relationship managers, BPOs in Meralcos franchise areas benefit from walk through audits,
power quality monitoring and energy management counsel to avoid fluctuations
and interruptions that can paralyze BPOs 24/7 operations. Where conditions are
met, Meralco encourages the commercial developer landlords of BPOs to avail of
Meralcos Peak-Off Peak (POP) rate option. Under the POP program, a commercial
building can enjoy more affordable electricity rates during off-peak hours between
9pm to 8am on weekdays, and 22 off peak hours on Sundays. The savings derived
from the POP program are passed on to BPO tenants.
Genuino shared Meralcos direction in relation to Business Processing Association
of the Philippines (BPAP) Chairman and President Alfredo Ayalas statement regarding
the industrys promising outlook. The Philippine IT-BPO industry is making good
progress towards achieving the stretch goals of Road Map 2016. We aim to become
the worlds number one destination not just for call centers but other select non-voice

Meralco VP and CBG head Victor S. Genuino together with other participants of the 4th
International Outsourcing Summit (IOS) from left: Jaideep Pradhan, SVP and Country
Head of EXL; Jeffrey Uthoff, President of TELUS International Philippines; Manolito Tayag,
Country Managing Director of Accenture; Madhukar Tata, Head-Business Transformation
Services of Infosys and Prabhakar Bisen, Global Insurance BPO Head and Country HeadPhilippines of Cognizant and Technology Solutions

segments of IT-BPO, generate a total of 4.5 million direct and indirect jobs, and
achieve cumulative revenues of US$96 billion for 2012 to 2016, Ayala remarked.
Present at this summit were 500 senior level executives representing BPOs
and allied industries. This prestigious international event was also graced by
no less than President Benigno S. Aquino III who served as closing keynote
speaker. He gave due recognition to the milestones that the local IT-BPO industry achieved in aid of the countrys economic surge. Likewise, he commended
the numerous Filipinos who chose to devote their talents and skills to this
type of business which led to the country having a competitive edge in BPO
voice support, among others.
The 4th IOS, held at the Makati Shangri-La hotel, was organized by BPAP
which also sought to lay down the steps to be taken in fulfilling the industrys
goals as defined by its road map.
For more information on the Meralco Peak-Off Peak rate option, please
contact the Meralco Corporate Partners at 632-8361 or 1622-2378.


VOLUME 2 No. 3 2012


New transformer improves power

quality in Makati

eralco customers residing and operating

along Amorsolo street in Makati City now
experience significant enhancements in
service reliability with a newly-commissioned power transformer at Kamagong
substation. The Kamagong substation is located at Kamagong street corner Ayala
Ave. Ext., Makati City near
Toyota Makati.
The new transformer was
commissioned on Oct. 7,
an initiative carried out
in response to voltage
fluctuations experienced
by customers being served
by the facility.
The new transformer
replaced one of two aging
power transformers at the
Kamagong substation, and
is capable of regulating
the voltage automatically
to comply with acceptable

levels without having to temporarily shut down the transformer

Among the major customers benefiting from this upgrade are
Makati Medical Center, Eton Properties, Rustans Supercenters,
First Gateway Real Estate Corporation and various commercial
establishments along Amorsolo street.
The replaced transformer would be
installed to support the
sole 59-year old power
transformer bank of Malaya substation in Pililia,
Rizal a proactive step
in dealing with Malayas
bank deteriorating condition. The additional
transformer in Malaya
provides operational
switching flexibility to
the new Teresa substation, also in Rizal, during contingencies and
maintenance activities.

Companies continue to achieve cost-competitiveness with

Meralco POP
Meralco signs up 46 for 2012

Meralco Corporate Business Group head Victor S. Genuino signing the MOA with
Omnipack COO Wilfred R. Ong and observing plant operations at the Omnipack plant
in Caloocan City

hrough Meralcos Peak-Off Peak (POP) program,

more huge-scale manufacturing firms were able
to amp up their arsenal of business-enhancing
measures. This new set of POP enrolees spans the
manufacturing, plastics and packaging industries.
By shifting their operations to off-peak hours where
power rates are lower, they have become more operationally efficient. It also enabled them to gain a foothold in their
respective markets through increased production output and
consumer-friendly product pricing.
This year alone, 46 corporate customers have already
availed of the Meralco POP as of September 2012 the highest so far in terms of yearly applications.
Among the enrolees was Omya Mineral, a manufacturer

VOLUME 2 No. 3 2012

of calcium carbonate that serves the requirements of Boysen

Paints. By shifting 60% of their operations to off-peak hours
and availing of the Meralco POP, Omya was able to slash off as
much as 5% from its monthly electricity bill leading to better
product pricing.
Likewise joining the Meralco POP venture were synthetic bags
and nets makers Unibag Manufacturing Corporation and Sencar
Industrial Corporation. Unibag and Sencar are managed by a
common set of officers and their decision to avail of Meralcos
designed time of use rate likewise brought about a 5% monthly
reduction in electricity costs.
Packaging products giant Omnipack Industrial Corporation
also realized significant benefits with regards to augmenting
operational efficiencies. Savings obtained by Omnipack on
electricity costs will be advantageous in boosting their capacity.
As the food packaging arm of the Rebisco Group of Food Companies, Omnipack supplies both rigid and flexible wrappers to
a variety of well-known local snack brands such as Fudgee Bar,
Rebisco biscuits, Starr and Lipps candies.
Since 2007, 83 corporate customers have already signed up
for the Meralco POP and counting.
For more information on how your company can avail of
the Meralco POP, you can contact your Meralco Relationship
Manager at 632-8361 or 1622-2378.


Meralco Power Up forum series

enables customers to make
informed business decisions

he countrys premier and

largest distribution utility, Meralco, recognizes its
responsibility to provide
customers with relevant and
timely information on the energy industry and Meralco developments. Industry insights to aid customers in
making informed decisions that have
impact on their business operations
and expansion plans were central to
the discussion.
This is the principle behind the
Meralco Corporate Partners Group
organizing the annual Power Up Forum
series exclusively for its top commercial and industrial customers.
The Forum attracts over 500 corporate accounts who also use this as an
opportunity to directly interact with
Meralco executives from the Corporate
Partners Group, Regulatory, Networks,
Marketing and Customer Solutions, as
well as share best practices with their
peers across various industries, from
the private and public sectors.
When the Forum was first conceptualized in 2011, its primary goal was to
shed light on the planned implementation of the Retail Competition and

Open Access (RCOA), which would

directly affect corporate customers with
a monthly contracted capacity of at
least 1MW and to share Meralcos Smart
Grid long-term initiatives.
The 2012 Power Up Forum series
expanded its topics of interest to
planned and rolled out energy capital
projects, new product introductions
such as the Meralco Managed Services (MMS) and Advanced Metering
Infrastructure (AMI) and updates on
customers most pressing concern, the
implementation guidelines for RCOA.

The 2012 Power Up Forum put

together 20 forums: 14 were held at
Meralcos Lighthouse to accommodate customers in the Makati, Quezon
City and Pasig areas and nearby cities
of Bulacan; the remaining six forums
were conducted in the South to cater
to customers who operate factories in
Laguna, Paraaque and Batangas.
For more information on the Power
Up Forum Series, please contact the
Meralco Corporate Partners Group
hotline,632-8361or 1622-2378.

VOLUME 2 No. 3 2012


MNTC calls on Meralcos street smarts

for new roadlamp initiative
Eyes use of LED lamps for NLEX

tarting the upcoming Yuletide Season, motorists and other

travellers may soon be cruising on a much brighter and safer
North Luzon Expressway (NLEX).
Thus, at the Advent of Christmas, the 84-kilometer tollway
would be glistening with light emitting diode (LED) lamps.
The Manila North Tollways Corp. (MNTC), builder-concessionaire of the
NLEX, is set to install, on a trial basis, the LED lamps in key areas of the
expressway, notably the interchanges for optimum customer safety and
After the test-run with desired results, the modern lighting system will
be at NLEX to stay.
MNTC, a subsidiary of the Metro Pacific Tollways Corp. (MPTC), is
currently conducting a feasibility study on NLEXs use of LED lamps in
collaboration with Meralco.
During the first quarter of the year, MNTC and Meralco jointly
launched the study to determine whether LED bulbs are ideal for expressway lighting.




VOLUME 2 No. 3 2012

MNTC president and chief executive officer Rodrigo E.

Franco looks forward to finishing the study soon, adding that
MNTC expects to get the green light for the installation of
the energy efficient LED lamps at the interchanges and other
vital segments of the NLEX.
Franco indicated, however, that they are making sure the
illumination standards for expressways are maintained. "We
have to be very careful about changing the standard. We have
to make sure LED is really suited to the expressway," he said.
The next research and development is a trial run of LED
technology on NLEX's interchanges using 400-watt highpressure sodium lamps, as recommended by Meralco energy
solutions subsidiary, MServ. The test is scheduled to take
place before the year is over.
"Surely, our policy remains: Safety starts with the design of
the road," Franco said.
Expressways are built primarily for fast driving, so they

they(Meralco) adapted it
into our business strategy.
Were very happy to work
with them

need to be so laid out that they keep motorists safe even,

and especially so, at high speeds.
Thus, proper lighting is a top priority, especially in critical
road junctions like interchanges. As opposed to expressways
in provincial areas, those in urban communities require more
lighting, Franco pointed out.
"We had been looking into LED lights for some time now,"
Franco revealed. And it's a good thing the Meralco team
approached us about it; they adapted it into our business
strategy. Were very happy to work with them."
The MNTC chief cited Meralcos efficient and stable power
supply as crucial to the NLEXs operations.
Power consistency affects the performance of our systems, Franco said. "That's why we were having problems
in some areas outside the Meralco franchise area, because
power reliability was an issue there."
When sizing up a potential site for their next project,
MNTC assesses factors like its demand for expressway travel,
and more importantly, whether the existing power supply can
sufficiently support a new piece of transport infrastructure.
"These factors tell us whether there's a need for access to
a place," Franco said. "When you provide that access, the
community there grows and develops." The company is already eyeing growth centers up north such as Clark, Bulacan
and Angeles.
Under Phase 2 of MNTCs concession, construction will
begin towards the end of the year on the NLEX Harbor Link
Project, a P10-billion extension of the NLEX main line to
MacArthur Highway in Valenzuela City. The expansion project
will continue to Caloocan City by 2013, prompting MNTC to
turn to the expertise of Meralco consultants to help them
meet the tight deadline.


VOLUME 2 No. 3 2012







Few family-run firms survive into the third generation, let alone
seven. But for Jaime Augusto Zobel de Ayala (JAZA), business
runs in his blood. As the Chairman and Chief Executive Officer
of the Ayala Corporation, JAZA with his brother Fernando is his
generation's steward over a company that's still thriving after 178
years in the game. The secret to its staying power lies in a unique
management style that marries the basic principles of a family
business and the scale of a blue-chip conglomerate.


VOLUME 2 No. 3 2012

The gardens behind Ayala's headquarters is an urban oasis in the heart of the Makati Central Business District

yala Corporation is one of the country's longeststanding business groups, whose diverse portfolio
yardage spans across various industries - its parent
company to prominent subsidiaries that set the
benchmark in their respective fields, such as Ayala
Land, Bank of the Philippine Islands, Globe Telecom, Manila Water,
Integrated Micro-Electronics, Ayala Automotive Holdings Corporation, LiveIt Investments, AG Holdings, AC Energy Holdings and
AC Infrastructure Holdings.
To stay ahead of the times, the company has striven to reinvent
itself since it was established in 1834. Then known as Casa Roxas,
a small venture led by pioneering forebears Domingo Roxas and
Antonio de Ayala, it initially found its footing in agriculture and trading. The company later laid down the groundwork for their legacy in
property development with Hacienda Makati in 1945, converting the
tract of farmland over the next 25 years into the booming commercial
district it is today.
By the time the 21st century rolled around, Ayala was riding high on
multiple businesses after diversifying into real estate, financial services,
telecommunications and water services.
Of course, its meteoric rise has gone hand-in-hand with that of the
country. By way of the Ayala Foundation Inc. (AFI), the company has
been able to leverage its leadership position to do its share of nationbuilding. Founded in 1961, Ayala Corporation's corporate social
responsibility arm currently oversees a bevy of programs that deal in
the areas of education, art and culture, entrepreneurship, the environment, and sustainable development.
In this issue of the Meralco Power Club, we bring to you the success
story that is Ayala Corporation from none other than its best resource
- its Chairman and CEO, Jaime Augusto Zobel de Ayala. In the following interview, JAZA shares his group's strategic partnership with
Meralco specially in pioneering the future.

1.Having one of the broadest sets of business portfolios in

thecountry which includes real estate, banking, water distribution, power generation and telecommunications, among others,
what is your primary direction in envisioning a business venture?
We consider a host of different factors in making a business
investment; they range from its value proposition, financial merits
and returns, the competitive environment, the broader dynamics of
the industry in question and its capacity to contribute to the national
development agenda.
In general, we consider the scalability of potential businesses and
look at those that can grow over time to be a significant part of our
portfolio and ultimately become value accretive for our shareholders. It is also important that we see an important role for Ayala to
play at that point in the investment opportunitys history. Our experiences in the telecommunications sector and water distribution are
examples of this, and more recently, our entry into the power and
transport infrastructure sectors. These are new businesses that are
scalable, are open to private sector participation, and have the potential to become new sources of growth for Ayala in the long-term.
Finally, we also look for businesses that have the potential to
enhance or benefit our existing businesses.
2.What do you think makes the Ayala brand of business stand
out among the rest?
First is our Pioneering Spirit. Ayala has built a track record of
building businesses in various sectors with a strong developmental
and entrepreneurial bias. I believe that Ayalas pioneering spirit and
entrepreneurial drive have been primary factors in its success as a
business institution. We are always looking for new platforms for
growth, either by redefining the business we are in or by developing
new industries. Ayala has been a pioneer investor in a number of
industries in the country from distilleries and transportation in the


VOLUME 2 No. 3 2012


19th century to banking, insurance and real estate in more recent
times. Telecom and water distribution are more recent examples
where we have also contributed to redefining industry engagement.
This has allowed us to maintain our competitive edge and has kept
us relevant to our markets over many years.
Second is our commitment to global Corporate Governance
standards. This has put Ayala in a unique position to attract both local
and global capital and develop a strong foundation for trust.
Third are Partnerships. One of the reasons for our success are
the partnerships that we have established throughout the years.
These include Filipino and global institutions that share our values
and business philosophies. Some of our global business partners
include Mitsubishi Corporation, JP Morgan, the Development
Bank of Singapore, Bechtel, United Utilities and Singapore Telecom. At the local level we have had long term partnerships with
many family business groups.
Finally, our ability to Create Shared Value has been a significant
contributor to our brand in recent years. Ayala takes the view
that its businesses must be conducted in a socially-responsible

As a business operating in an environment with many remaining developmental challenges, we seek ways to align our businesses growth
strategies with broader sustainable development goals. This comes
from a fundamental belief that the long-term viability of our businesses
depend on a thriving, dynamic and prosperous country. Businesses
simply cannot flourish in failing societies, and societies cannot progress
in an environment constantly threatened by poverty and degradation.
We have, over time, significantly broadened access to our products
and services with a view towards meeting the needs of a much larger
segment of unserved communities, particularly those at the base of
the economic pyramid. This is a collective effort on our part to drive
sustainable growth and development not just at the enterprise level,
but also at the national level.

4.In terms of power requirements, what added value does reliable

and adequate electricity provide for your businesses?
As in any other business, power is a vital supporting infrastructure
of Ayalas businesses. The efficiency, cost-effectiveness and reliability
of electricity affect the competitiveness of our businesses. Power rates

Meralco will always be a key strategic

partner in our energy efficiency initiatives

manner and we always remain interested in contributing to the

broader national development agenda. In an emerging economy
like ours, where serious socio-economic challenges prevail, private
enterprises need to take a more proactive role in promoting progress and development in the markets it serves. As a conglomerate
with a significant presence in various industries, we take a proactive
approach to helping address the many pressing development and
social issues we all face. We also believe that this contributes to
building trust with many of our stakeholders and it helps ensure the
long-term success of our enterprise.

3.Given the good economic performance recorded of late and

the positive prognosis for the country, what is your prevailing
objective as a major contributor to the growth of the Philippine economy?

directly impact the cost of doing business and it is natural for any business to optimize power usage to enhance its competitiveness. Overall,
we believe that improving the countrys energy reliability and efficiency is
a critically important foundation to make economic progress sustainable
in our country.
5.How do,or can you leverage on your energy-efficient practices with power distributor and energy solutions provider such as
Meralco will always be a key strategic partner in our energy efficiency
initiatives. We rely regularly on Meralcos power distribution infrastructure in
Metro Manila and its other franchise areas. There may be times we will need
to work together to develop the infrastructure to deliver energy to our joint
end customers.

Zobel with President Aquino and Philippine Stock Exchange (PSE) president Hans Sicat at
the PSE trading floor

VOLUME 2 No. 3 2012

6.How do you see Meralco helping Ayala pursue its commitment of pioneering the future?
We believe that there are many ways by which Meralco can help
us, and our nation, in terms of pioneering the future. The development and implementation of smart meters and smart grids, for
example, would make the monitoring, delivery and management
of our power consumption more efficient for consumers. Innovations
such as pre-paid metering can also benefit residential consumers,
especially those who spend a significant amount of their time away
from their residences, or even for renters who want to manage their
electricity consumption. The rapid development of electrical vehicles
such as buses, cars, and even tricycles and jeeps is also an important
area where Meralco can play a big role. This will potentially be very
significant in terms of reducing the amount of pollution in our congested city areas. CBDs like Makati and Bonifacio Global City can be
very good showcases for these types of developments.
It would also be helpful if we can share infrastructure, like pole sharing, in key areas where it makes business sense to do so.

7.Can you share your proposed development and

expansion plans and how do you think can Meralco
participate in helping you achieve these?
The Ayala group is bullish on the Philippine economy
given its strong underlying macroeconomic fundamentals and strong domestic consumption base. This year,
the capital expenditure plans of the Ayala group are expected to hit a record high of over P100 billion, mainly
across our core business units in real estate, telecom,
banking and water businesses as well as new investments in the power and transport infrastructure sectors.
For instance, in real estate, Ayala Land recently
acquired the Food Terminal, Inc., property which is a
strategic parcel of land located close to the countrys
two premiere commercial districtsthe Makati CBD
and Bonifacio Global City.
CNN's Andrew Stevens interviews the Zobel brothers for an Eye on the Philippines program
In telecom, Globe is investing US$790M for an ag
gressive network modernization program which is currently at a 62%
9.That investment stretches over a five-year period. What is
completion rate in various cell sites all over the country.
your outlook for the energy industry by then? What growth facManila Water continues to expand outside its Manila East Zone
tors do you think will impact the industry's development?
concession area, both domestically and regionally, including Clark,
Given the growth trajectory of the economy, we believe demand
Cebu, Laguna, and Boracay, and in Vietnam. It is also eyeing Indofor power will continue to grow and outstrip supply particularly as
nesia as a potential area of expansion.
discretionary incomes rise. This will continue to put pressure on
Over and above the aggressive expansion initiatives of our core
the demand-supply situation which is already evident in areas like
businesses which will continue to fuel Ayalas earnings and growth
Mindanao and the Visayas. This requires the need to build capacity
in the near term, we are also looking to develop new platforms for
as early as now to ensure the country meets its energy requirements
long-term growth particularly in the power and transport infrastructo sustain and support the growth of the economy. Much of this capacity
ture sectors. We are scaling up these initiatives with a view to makwill still come from conventional sources like coal.
ing equity investments of around US$1 billion in these two sectors
We continue to believe there is opportunity to develop other alternaover the next five years.
tive sources, particularly renewable energy. The recent announcement
Meralco as a power distributor will always be a critical part in
of the feed-in-tariffs for renewable energy is a positive step towards
ensuring the success of our projects, particularly in the real estate
diversifying further the countrys energy sources. However, the
front as well as in the operations of our other group companies
extent of this development will also largely be shaped by how
by ensuring stable, efficient, and reliable delivery of power to its
the capacity allocation will be implemented for these. Valueconsumers.
engineering opportunities will likewise be key in further developing renewable energy platforms. Also, the advent of Open
8.Ayala got into power generation last year. News has it
Access in the coming years can potentially impact the industrys
that recently, Ayala has invested $500 million for the purdevelopment as this allows new power generation players to
pose of raising its power capacity to 1,000 megawatts. How
come in. This ultimately creates a more competitive environment
does energy generation figure into the company's portfolio
which will provide consumers more choice. However, impleand growth strategy?
mentation will be key in ensuring the success of this environment.
Ayala has not actually invested US$500M yet but the goal

is to invest that capital over the next five years with a view
10.In what ways do you think your participation in the energy
towards building a portfolio of renewable and conventional
sector will let Ayala benefit from the country's growth agenda?
power generation assets of up to 1,000 megawatts.
Ayalas participation in the energy sector by building 1,000MW
The power sector is just one part of the long-term growth
capacity over time will hopefully contribute, in some measure, to
strategy of the group. The other part is our investment in the
the development of the energy sector and help, together with other
transport infrastructure sector. We believe both are sectors
players, ensure the countrys energy sufficiency moving forward. This
that could provide Ayala a source of stable and predictable
is a necessary foundation for the sustainable growth of the country
cash flows and earnings in the future. This will complement
and balance other assets in our current portfolio that are more and key to ultimately building country competitiveness.
cyclical in nature (i.e., real estate and banking).
11. You've said that every generation in your family left a pioWe also believe that both the power and infrastructure
neering mark in the business. As a seventh-generation Zobel,
sectors are critical in the overall growth and development of
what do you think your mark is?
the country. These sectors urgently need investment to supHopefully to leave Ayala Corporation as a company with a progresport the growth of both large and small scale industries and
sive and innovative mindset in a leadership team that seeks to continue
if we are to truly build our countrys competitiveness. Private
to align its goals to our countrys national development agenda and
sector risk capital can certainly help hasten the growth of
remains relevant to the changing economic environment.
these sectors.

VOLUME 2 No. 3 2012



CEMEX strengthens
partnership with
Mexico-based CEMEX, a global leader
in the building materials industry, was
looking to break into the region when
it bought the Rizal Cement Company
in 1997, making the Philippines its first
branch in Asia.


hese days, however, CEMEX is

less preoccupied with exploring
new territory and more focused on
ramping up its operations locally
and in its other Asian branches in
China, Thailand, Malaysia and Bangladesh.
"Given CEMEX's experience in other developing
countries, we can see that there is a lot of
potential for growth in the Philippines,"
says Pedro Palomino, President of CEMEX
Philippines, who anticipates private construction
to take the lead in their sector this year. "As
cement sales tend to be highly correlated to a
country's economic growth, this bodes well for
our industry." The first half of 2012 saw local
cement sales rise significantly and is expected
to remain consistently strong throughout the
rest of the year.
In the 15 years it's been in business in the
country, CEMEX has forged partnerships with
Meralco and other big-name players in industries
across the board. "Meralco is our power supplier in Luzon, and in this sense our destinies are
joined," said Palomino. "We have had a very long
relationship which allows us to maintain clear
lines of communication [that] are very helpful in
the implementation of our projects." Before it
signed up for Meralco and the National Power
Corporation's One-Day Power Sales (ODPS) in
July 2001, CEMEX ran fully on self-generated
electricity. The ODPS was the forerunner to
Meralcos Customer Choice Program (CCP). The
company spent the next seven years enjoying
special rates under the program until ODPS
expired in 2008.
In April that year, CEMEX then enrolled in the


VOLUME 2 No. 3 2012


hourly NPC Time-of-Use under the

CCP, allowing the company to optimize its load by availing of off-peak
rates and accumulate enough savings to keep sourcing from the grid.
The two are an ideal match, as the
energy-pricing program is aligned
with CEMEX's current focus of finding
solutions that will cut down its power
costs. Between June 2011 to July 2012,
CEMEX garnered average savings of
P11 million a month.
Today, it continues to rely on Meralco to foster growth in the construction
sector through its supply of reliable
and competitively priced power. A
good partnership should be one that
evolves through changing times towards a common goal of a progressive
Philippines. Meralcos role is to ensure
that companies like CEMEX do not falter in achieving this goal through rate
options, energy efficiency and power
quality solutions and early engagement for expansion plans, said Victor
S. Genuino, Vice President & Head,
Corporate Business Group.
On its part, CEMEX is among those
at the forefront of the sustainable
energy movement: After years of R&D,
its eco-friendly Rizal Masonry Cement
brand hit the market in 2009. Bearing
the Green Choice label, its patented
formulation is able to reduce carbon
emissions by as much as 32%. Noteworthy that CEMEX Philippines is the
first and only cement company with
the Green Choice eco-label seal given
by the National Eco-labeling Board of
the Philippines as proof of CEMEXs
environment-friendly products and
The company isn't afraid of making investments if it spells long-run
benefits for their operations. "We at
CEMEX are always on the lookout
for the best use of resources, shares
Palomino. Effective power management is very important to sustainability, as well as optimizing our costs.
We push ourselves everyday to lessen
our carbon impact."
Elaborating further on our shared
aims of development, Palomino
opines with the growth of the economy, the power sector has to develop
at least as rapidly as the rate required
for firms involved in laying out infra-

Meralco is our power

supplier in Luzon, and in

this sense our destinies

are joined
structure. Reliable and cost efficient
power is a must. Otherwise we will
be confronted with bottlenecks.
Over the years, the power supplier's
continuous development has been
in step with CEMEX's own growth.
Meralcos power quality (PQ) and system analysis teams, CEMEX engineers,
and Meralco Rizal sectors maintenance
team come together for coordination
meetings every quarter to pinpoint
and proactively address the companys
needs. "Meralco has clearly become
more customer-oriented," observes
the CEMEX head. "They're extremely
receptive to our technical needs."
Palomino however stressed that in
any undertaking, there are challenges.
Power costs are high in the country
and ranked as among the top ten in
the world. We count on Meralco to
help us find ways on how we can address this as it is clearly linked to the
efficiency and being cost-effective of
our Philippine operations, he added.
In fact, CEMEX has already been the
subject of three Meralco PQ studies,
the most recent of which was conducted in February 2010. Led by a
qualified PQ specialist from Meralco,
these studies sought to reduce circuit
exposure and interruptions caused by
system glitches. They also involved
rigid maintenance solutions, like the
installation of monitoring equipment to help Meralco experts analyze
CEMEXs operations. "Power quality
is very important to us, particularly
because we are operating extremely
sensitive equipment," says Palomino.
"We operate 24 hours [a day], so it is
very important for us to have reliable

JULY 2012




CEMEX garnered
average monthly
savings thru
the hourly NPC
under the

JUNE 2011

VOLUME 2 No. 3 2012



Early planning with Meralco opens

Robinsons Magnolia in record time

n June 1980, the Gokongweihelmed conglomerate JG Summit

Holdings Inc. made its mark on
the real estate arena with Robinsons Land Corporation
(RLC) now the country's secondlargest mall builder and operator. Its
diverse property portfolio is carved up
into five divisions: commercial centers,
hotels, office buildings, residential
condominiums and horizontal residential subdivisions.
For RLC, power ranks high among
its list of expenses. The company
takes every measure to maintain the
round-the-clock operations for its
properties, especially those in the
bustling hospitality and business
process outsourcing (BPO) industries:
Many of its projects are supported by
two or three transformers and standby
generators, while all their offices and
hotels are equipped with emergency
generators as a redundant energy
source. Meralco is also a fixed presence
in their construction process from the
ground up.
"As electricity is an integral part of everyday life and business, it becomes part
of the product or service that we deliver
to our clients," says Frederick D. Go,
RLC President and COO. "In this sense,
Meralco becomes a partner in delivering excellence to our customers."

VOLUME 2 No. 3 2012


Stable supply
will be
beneficial not
just to the
company, but
also to the
Philippines as
a business hub
or as a tourist

Ground research is essential for
the success of RLC's diverse team of
engineers, architects and construction
managers. Many of their developments
are located in provinces, so it's imperative that they engage Meralco's services early in the game to determine
if the substations and other infrastructure in the area are due for updating.
"The discussions with Meralco are very
important since we have to conduct
research with them before we do the
design," shares Go. "A lot of proper
planning has to be done because we
usually build our projects in phases.
As the company's projects approach
their launch date, Meralco dovetails
their timetable every step of the way.
The two work closely in mapping out
the energy requirements of its projects, such as the phasing of subdivisions. It's this attention to detail
that saw Robinsons Magnolia, RLC's
latest shopping center development,
energized on June 7 -- a full 23 days
ahead of its June 30 target date.
"A lot of our business is dependent
on the image of the country and its
infrastructure," says Go. "Stable supply
will be beneficial not just to the company,
but also to the Philippines as a business
hub or as a tourist destination."
RLC finds itself on the receiving end
of support from the power distributor
long after its buildings are standing:
Meralco is vigilant in monitoring power
as it is delivered to RLC buildings and
provides the company with light-

ing efficiency reports, enabling the

realty player to keep a close eye on its
property portfolio and pinpoint areas
for improvement and potential savings. Such studies are already taking
place in Summit Center in Makati City,
Robinsons Equitable Tower in Pasig
City, Robinsons Cybergate Plaza, and
Cybergate Towers 1, 2 and 3 in Mandaluyong City.
And although rates were on the rocky
side during the time Crowne Plaza
signed up for Meralco's Peak-Off-Peak
(POP) initiative back in December 2010,
the RLC hotel was still able to glean
significant savings during its six-month
stint on the program.
At present, a Meralco Power Services
team is carrying out a Power Quality
(PQ) assessment of Equitable Tower,
following the recently concluded PQ
study of Cybergate Tower 2. Next in
line for a PQ assessment is Makati
Summit, reports Carlos Timbol, Meralco relationship manager for RLC.
Quality of power is a critical factor
when planning new developments.
Power reliability isn't just about the
availability of power, but its consistency. Even with surge protectors in place,
the slightest fluctuation in voltage can
damage the complex equipment found
in many of their buildings like elevators, escalators and chillers.
"We continue to look forward to a future of friendly and healthy collaboration with Meralco," says Go. "A strong
partnership needs to exist between us
to ensure satisfactory delivery of services to our clients and smooth operations for the company as a whole."

VOLUME 2 No. 3 2012






Meralco partnership leads to product

breakthroughs for United Polyresins, Inc.

ver 40 years of experience has catapulted

United Polyresins, Inc.
to become one of the
premier packaging providers for the most prominent brands
in the market. Their extensive range
of clients are top retailers from the
food, clothing and consumer products
industries, including Jollibee, KFC, Natasha, Fashion Club, TDK Philippines,
Chris Sports, Shakeys Pizza, Philips
(RCM Respironics), Baxter Healthcare,
SM Corporation, Julie's Bakeshop,
Olympic Village, Unilever Philippines,
United Laboratories, Pfizer Philippines,
Forever 21, Penshoppe, Bayer Philippines, Rustans Supermarket, Shopwise
and Procter & Gamble, just to mention
a few.
Meralco has always been the main
source of power for United Polyresins.
Last March, the premier plastic packaging manufacturer further solidified
that partnership by signing a memorandum of agreement with Meralco to

VOLUME 2 No. 3 2012

avail of the electric distribution utilitys Peak-Off Peak program (Meralco

POP). Through the this option, United
Polyresins gets to benefit from lower
power rates offered in the off-peak
hours leading to more proficient productivity.
Sharing his companys pursuit to
manufacture quality products is United
Polyresins Plant Manager Julito U.
Soon. He describes the power-intensive nature of their business and how
essential Meralcos delivery of reliable
power is key to their success in the
plastics industry.
To be able to satisfy the demand of
its vast clientele, United Polyresins operates round-the-clock. Coupled with
the 24-hour operating schedule are
power-intensive equipment being run.
Such equipment, Soon elaborates, are
their extrusion and printing machines.
He points out that the first step of the
process is extrusion which involves

plastic pellets being melted. This step

already requires a high amount of
energy. Afterwards the melted pellets
are blown and turned into film and
eventually printed on with their clients
In order to make its operational
procedure more cost-effective, United
Polyresins leveraged on Meralco. Ever
since, we have been sourcing 100% of
our power from Meralco. Before, we
bought generators but they could not
accommodate our demand. We didnt
run the extrusion machines on the
generators because it was costly for us,
Soon expresses.
Moreover, much of the agreements
benefit is felt during the consumer
peak season or the ber months. Soon
shares that at the rate they are running
operations, they can respond to the
spike in consumer demand.
From the simple plastic bag, United
Polyresins has come a long way in terms

P60,000 to P70,000
savings on their monthly electricity bill under
Meralco's guidance on POP

of product line. Shopping bags, garbage

bags, grocery bags and restaurant takeout bags are the most common but it
eventually evolved to a more diverse mix
which includes packaging materials for loaf
bread and tissue rolls, promo bags, sealable
courier bags and the like, even PET bottles.
Beyond the actual product, United
Polyresins takes pride in its oxo-degradable
plastic bags. Our oxo-degradable plastic
bags, as opposed to other plastic bags, degrade at a much faster rate approximately
six months. It eventually becomes brittle
and decomposes to a sand-like consistency
which is essentially harmless. We were the
first to introduce this in the Philippines
back in 2003 and was duly approved by the
Department of Science and Technology
and the Department of Trade and Industry,

says Soon. Anchoring on this technology

strengthened the companys position on
environmental advocacy.
Taking innovation a notch higher came
with the introduction of the softdrink carrier bag. For the longest time, consumers
have been used to the carton beverage
carrier for take-out orders at fast-food
restaurants. That was until United
Polyresins pitched in the unique product.
This proved to be a cheaper alternative
to the carton version since manufacturing paper was on the expensive side.
The list goes on with their Modified
Atmospheric Packaging (MAP) which,
Soon explains, has the primary purpose
of delaying the ripening of fruits and
vegetables during transport from the
province to the city.


When the Meralco POP program
the option chosen by United
Polyresins took effect, Soon immediately noticed the savings they
obtained for electricity expenses.
Prior to signing up to Meralcos
POP program in March 2012, we
spend more than P3 million for
the consumption of electricity.
W ith Meralcos guidance on POP,
we were able to slash off P60,000
to P70,000 from our regular bill a
month later, says Soon. He adds
that savings are expected to increase since they can maximize the
lower rate off-peak hours with their
24/7 operations scheme.
Soon also hopes that his companys relationship with Meralco
will continue to develop in terms of
lower electricity rate offerings. This
is vital because it will enable them to
become more competitive in a highly
saturated industry.
In addition, business is fine according to Soon but what remains to be
a challenge is the banning of plastic
bags in various municipalities. Actually, we grew 4.6% but the banning
policies being passed hold us back,
he emphasizes.
Despite the hurdle, Soon is confident that when Meralco is able to
help reduce costs, they will become
more competitive than they are now.
Meralco service also enabled them
to upgrade their facilities according
to him. It is through this joint venture
that United Polyresins is empowered
to build on its strength of crafting
quality products infused with a brand
of innovation which transforms the
dynamics of its industry.

VOLUME 2 No. 3 2012



Meralco Power
Power Quality

leads to improving
factory efficiency

Meralco VP Victor S. Genuino

Meralco SVP and HR head Ramon B. Segismundo addresses the Power Academy PQ
course participants


lastic products manufacturer Daiho Plastics Philippines recently participated in a

Meralco-led Energy Efficiency Seminar
which aimed to provide Daiho employees with relevant information on costsaving power consumption strategies.
The seminar was held at the Daiho plant in the
Laguna Technopark, Laguna City and was facilitated
by Edelbert Calderon of Meralcos Energy Services
office. 28 employees and managers from Daiho attended the seminar.
Among the topics discussed were behavioural
aspects in using high consumption appliances at
home and in the office. These include lighting,
air-conditioners and refrigerators, to mention a few.
Likewise tackled was the practical use of power
saving gadgets.
Moreover, the partnership is coming into full
swing as Meralco is currently working out a power
factor improvement project with the firm.
Daiho is into plastic injection molding process.
It is a Philippine Economic Zone Authority (PEZA)registered firm with two operational factories in the
country. It also does spray painting, silk painting and
sub-assembly of parts as required by customers. The
Laguna factory produces plastic component parts
for automobiles, photocopying and fax machines,
washing machines and other business machines. It is
ISO 9001:2000 and ISO 14001:2004 certified.

VOLUME 2 No. 3 2012

eralco Power Academy in partnership with

the Meralco Corporate Partners Group
hosted a power quality (PQ) course entitled, Enhancing Plant Efficiency Through
Power Quality on September 5 and 6 at
Meralcos Business Solutions Center.
Licensed electrical engineers can earn 13.5 continuing
professional education credit points once completing the
2-day course as this is accredited by the Professional Regulation Commission (PRC) and the Institute of Integrated
Electrical Engineers of the Philippines (IIEE). The course
now on its second wave, attracted electrical engineers from
the plastics industry, as well as Meralco engineers looking
to sharpen their skills in solving power quality challenges.
During the two-day workshop, participants honed their
technical understanding of PQ through training materials
and learning modules that tackled the current state of PQ
in the country, including its parameters, monitoring and
measurement procedures, and applicable standards.
Providing technical industry insights as PQ instructors
were Engineers Marvin Ryan Bathan and Dean Arnold
Sempio of Meralcos Corporate Partners Group, Technical
Services Group.
For more information on how your company can participate in succeeding PQ courses, you can contact your
Meralco Relationship Manager at 632-8361 or 1622-2378

Energy-efficiency seminar
helps boost Daiho Plastics

Daiho plant employees

Local power rates deemed

reasonable according to studies

Energy consultant Dr. John Morris explains

Meralcos rates are
currently fair and

his was the conclusion of the International Energy Consultants (IEC), a Perth, Australia-based
consulting firm, in a June 2012 report on how
Meralcos regulated retail electricity tariffs fared
versus selected Asian and worldwide markets.
The IEC specializes in power market advisory services
within the Asia-Pacific region.
According to the IEC, Meralcos tariffs are fully costreflective, which is sound economic policy in a high growth
market such as the Luzon grid. It was noted that very
little of the tariff is within the control of Meralco and that
monthly variations are influenced by global fuel and currency market fluctuations in the generation market, added
IECs Managing Director and lead consultant, Dr. John Chris-

topher Morris, a
leading authority in
deregulated power
The IEC conducted a detailed
survey and analysis
of retail electricity
tariffs and costs in 44
markets from across
the globe. Based on
data for January 2012,
the study found that
Meralcos average
tariff ranks 9th among
the markets surveyed
and 2nd in the Asia
region (after Japan).
While the study revealed that Meralcos tariffs are higher than in
neighbouring Taiwan, South Korea, Thailand, Malaysia and Indonesia, the main reason for the difference is government subsidies
that are provided to customers
and/or utilities in these markets. Tariffs in those countries
remain well below the cost of
The government subsidies
came in the form of subsidized
fuel supply to the local utility,
deferred capital expenditures,
financing operations through
additional debt, and/or direct
cash infusions into the utility
from the government. IEC
held the opinion that such
subsidies are unsustainable
and that customers in such
subsidized markets are likely
to suffer extreme price shocks
when subsidies are removed.
The IECs findings were
presented to the Joint Congressional Power Commission
last August 16, 2012 and a
copy of the study is available
on Meralcos website (www.


VOLUME 2 No. 3 2012



Infrared Thermography

The best technique in Preventive & Predictive Maintenance

egular maintenance of electrical facilities is a

basic operational task. Unfortunately, this tends to
be neglected and is usually considered of lesser
importance. Even other companies are not keen on
putting utmost attention on good housekeeping and
preventive maintenance. For as long as all equipment are running and repair costs are at bare minimum, all is well and good
for the companys decision makers.
With this in mind, potential catastrophes might ensue if no
emphasis is put on safety and working conditions of equipment are not prioritized.
Thermography is a non-destructive, technologically advanced and cost-effective technique in preventive and predictive maintenance. It is a non-contact diagnostic tool to identify
potential hazards on electrical and mechanical equipment. The


Case 1:
Company A requested for a thermographic
inspection in order to check the condition of
its outdoor electrical facilities. The infrared
inspection was conducted from the overhead
line facilities down to the three main transformers only.
Several overheating objects were identified
and recommended for immediate corrective
action. The identified objects were corrected
immediately to prevent further damage. After
several days, the indoor transformer serving
the main electric furnace burnt down.
The transformer serving the electric furnace
was not part of the electrical equipment
inspected since the group was only allowed to
inspect electrical facilities located outside of
the plant.
The incident resulted in plant shut down
due to unavailable transformer replacement.
It took the plant several days to operate again
which caused them millions in total losses.
Had Company A allowed the group to inspect
other critical loads of the plant, the incident
would have been prevented.

technology brings the most precise infrared image of electrical or

mechanical equipment to identify potential hazards and find the
most appropriate solutions before the equipment fails.
Electrical equipment such as transformers, circuit breakers, power fuses, overhead line connections, motors and other
equipment could pose a serious threat for businesses. With
an unexpected shut down or equipment breakdown, business
operations may be put in jeopardy. Most of all, in the absence
of regular preventive maintenance, personnel safety is very
much at risk.
To enlighten decision makers on the importance of thermographic inspection, discussed below are three actual case scenarios encountered by Meralco Corporate Business Technical
Support in the last two years of providing thermographic inspection at customers electrical facilities.

Case 2:

Case 3:

Company B requested the assistance of

Meralco to help identify a potential overheating of its overhead line facilities.
After thermographic scanning, a number
of overheating objects were identified and
recommended for immediate correction.
All overheating objects that required
immediate corrective action were done accordingly, except for the load break switch
located at the first private pole. After a few
days, the load break switch contact overheated and failed which caused the plant to
shut down. It took a couple of days before
it was repaired which caused the company
millions in total losses.

Company C is a government office building. The

building administrator requested the assistance
of Meralco to analyze the thermal condition of
the buildings electrical facilities.
Of all the electrical facilities inspected,
selected capacitor bank units were among the
equipment found needing immediate correction.
After a year, the building administrator again
sought the help of Meralco to investigate the
possible causes of the capacitor failure. The
incident prompted the building to shut down
all capacitor banks to avoid further damage. In
doing so, the power factor registration of the
building for the month suddenly dropped to 70%
which caused the building almost a hundred
thousand pesos of total penalty charges, due to
low power factor.
Based on site inspection and review of the
previous years infrared inspection report, it was
found that the building only managed to replace
five sets of capacitor banks out of the 12 defective sets. Had all identified defective units been
repaired or replaced, the company could have
prevented such failure and avoided huge power
factor penalty charges.

Given the above scenarios, it can therefore be concluded that by applying infrared thermography as the major tool in preventive
and predictive maintenance, potential equipment failure, operational downtime and revenue losses can be avoided.
All of these can only be done if appropriate solutions and corrective measures are executed on time. Above all, in the absence
of regular preventive and predictive maintenance, business operations and people safety will always be at risk.


VOLUME 2 No. 3 2012

Sustainable future with green building

What are Building Rating Systems?

arious marketing and promotional campaigns in recent years

highlight the words sustainable
development, reduced or "minimum carbon footprint, energy
efficiency, smart technologies and "innovative designs to promote condominium dwellings, office buildings and retail stores.
Similar to the quest of process or quality
managers to have their organization be ISOcertified, many property managers are vying to
comply with the requirements of specific building rating systems to gain the much-coveted
stamp of certification.
So what is a building rating system all about?
Eco-house with turf roof and solar panels (source: Wikipedia)
Recognizing the impact of business
activities on the environment and the drive to make
The following are fundamental principles where
significant changes to mitigate its effects, various
construction activities should be hinged on in order
sectors are beginning to alter their manner of doing
to be certified green:
business. Plant managers and engineers are taking
steps to be more efficient in their production by usLIFE CYCLE ASSESSMENT (LCA)
ing more efficient equipment, religiously implementLCA enables a broader outlook on environmental,
ing maintenance programs and carrying out efforts
social and economic matters. It involves an assessto improve their processes.
ment of a full range of impacts related to end-to-end
The government offers energy audit to
phases of a process. This process is comprised of
private and public buildings and annually gives
extraction from raw materials, processing, manufacrecognition to companies who have reduced
turing, distribution, use, repair and maintenance and
their consumption for a given output. Local
disposal or recycling.
government units are passing ordinances for the
prohibition in the use of plastic or supot in the
retail business. Manufacturing companies are
Taken into consideration when it comes to
using agricultural by-products as fuels to their
designing green buildings is the reduction of its
operation and the list goes on.
overall impact on the environment. By selecting an
For designers and architects, there is now a
appropriate site and implementing sound concept
shift in how new and old buildings are planned,
development and design stages, green buildings
designed, built and operated. They are renovatserve their purpose of minimizing detrimental effects
ing old and constructing new structures accordon the environment.
ing to high-performance or green standards,
the objective of which is to improve resource
efficiency, waste reduction, and indoor and outWith power being quite a burdensome cost in opdoor environmental quality.
erating buildings, green buildings are often designed
However, the concern in striving towards
with features which significantly reduce consumption.
reduced environmental impact is the need for an
Such measures which reduce energy usage are methapplicable and meaningful index for measurods wherein designers minimize air leakage through
ing environmental and energy performance.
the building envelope. Apart from that, they also
A tool must be used to examine the expected
incorporate high-performance windows and added
performance of a whole building and translate
insulation in walls, ceilings and floors. By strategically
that examination into an overall assessment that
positioning windows, more natural light can enter
allows for comparison against other buildings.
the structure leading to lesser use for electric lighting
It must also add value to the sustainable design
during the daytime.
and/or operation of a building, offer a credible, consistent basis for comparison, evaluate
relevant technical aspects of sustainable design,
Water conservation and quality protection are
and not be over-burdensome to implement and
among the essential objectives in sustainable building.
In this scenario, the amount of waste-water may be

reduced by making use of water conserving fixtures
such as ultra-low flush toilets and low-flow shower
(source: Wikipedia)
heads. Moreover, bidets are the alternative for toilet
Green buildings abide by certain sets of standards
paper bringing about less sewer traffic and a broader
which ensure the sustainability of its surroundings.
possibility for water to be reused on the actual site.

This involves utilizing materials which are
non-toxic, reusable, renewable and/or recyclable. As much as possible, building materials should be manufactured locally in order to
reduce the energy used in transporting them.
This will also help in minimizing waste and
maximizing recycling.
In accordance to one of the more leading
standards in the United States, the Indoor
Environmental Quality (IEQ) category was
crafted to provide comfort, well-being and
productivity of occupants. It addresses design and construction guidelines particularly
indoor air quality, thermal quality, and lighting quality.
Principles of green building should be kept
intact and that is the role of operations and
maintenance (O&M) personnel. The O&M team is
involved in the early part of the planning and development process and is responsible for retaining
the green aspects carried out at the initial stages
of the project and integrated through out the
buildings life. O&M staff also facilitate the application of new green technologies.
Reducing the amount of waste should begin at
the construction phase and one purpose of this
step is to lessen the influx of waste at landfills.
The availability of compost bins in such buildings
also helps reduce waste produced by occupants.
Furthermore, reclaiming deconstructed materials
from buildings which are no longer operational
and converting such to useful materials is another
key driver of waste reduction. In a way, the
deconstructed buildings life is extended and
the materials gathered from it make renovations
easier. For matters of water treatment, a valuable
feature of green buildings is its capacity to convert water and wastewater into fertilizer.
These elements embody the technology present in green building. The concept has proven
that technology and environment can co-exist,
that innovation can make a difference for the
planet we live in. Green building is gradually
making its mark in modern architecture and there
is much to learn about the things it can offer.
This serves as an initial serving on what the
green building rating system is all about. More
details on the various building rating systems will
be discussed in the succeeding issues.
To find out more about building rating
systems, please call the Meralco Corporate
Partners at 632-8361 or 1622-2378.


VOLUME 2 No. 3 2012



Meralco executives spend a fun-filled day with corporate partners and clients while firming up ties during the third edition of the Meralco Power Club Golf Invitational at the
Wack-Wack Golf and Country Club.


Customers break
for tee time at
Meralco Power Club

Meralco President and CEO Oscar S. Reyes addresses the invitational participants.

n November 13, the much anticipated Meralco

Power Club Golf Invitational returned to the
Wack Wack Golf and Country Clubs West
Course. Now on its third year, the annual affair
saw its biggest turnout yet, with over 130 of its
corporate clientele hitting the fairways alongside Meralco execs.
The Meralco Power Club Golf Invitational, C-Level Challenge is another opportunity for Meralco to thank its business
partners for its continued support and foster stronger ties
beyond the boardroom, said Meralco Senior Vice President
and Head, Customer Retail Services and Corporate Communications, Alfredo S. Panlilio.
After Meralco President and CEO Oscar S. Reyes led the
ceremonial tee off, it was your usual four-man scramble and
sliding tee-box save for a fun new twist: This year, teams who
spent too much time on the red tee boxes were asked to don red
pencil skirts during their next course. Through a live scoring system, teams were also able to check Meralcos online leaderboard
for the latest updates.
Meralcos Golf Invitational is still at its infancy but we certainly would like this to be a Meralco tradition that our corporate partners and our executives look forward to annually. We
experimented with a team approach using a sliding tee box
format to make this fun while encouraging a spirit of friendly
competition, shared Meralco Vice President & Head, Corporate Business Group, Victor S. Genuino.
Judging from the reaction of our customers, they enjoyed
themselves and would definitely be coming back next year,


VOLUME 2 No. 3 2012

continued Genuino.
Later, Shamcey Supsup,
Meralcos Ambassador of Light,
shared the stage with Tournament Director Enteng Romano
to host the afternoon's awarding ceremony. The champion
title, which came with a towering 18-inch trophy, was bagged
by the team composed of First
Gas Power Corporation and
First Gen Corporation President
and COO, Giles Puno, San Juan
City Representative, JV Ejercito,
Eaglecor, Inc. Chairman, Ernesto Lim, and Meralco's Alfredo S.
Panlilio. The foursome dominated the green with a score of
10 under.
Coming in second were two
teams, both boasting a score of
6 under. The team comprised
of Remec Broadband President,
Dingo Bonifacio, St. Thomas
Paper President, Danny Yang,
3J Plasticworld Chief Operating
Officer, Juan Paolo Herrera and
Meralcos Victor S. Genuino had

Samsung Electro-Mechanics Philippines

President Jung Soo Lee on the receiving
end of a celebratory hug from flight mate
and colleague Lee Jin Koh, after sinking a
successful putt.

Meralco SVP Al Panlilio tees off.

Meralco President and CEO Oscar S. Reyes beams while

preparing for the ceremonial tee shot.

eight birdies and eight pars over the five birdies and 11 pars of the
team comprised of Baque Corporation Architect, Oliver Coronel, Dichaves Consultants President, Kit Dichaves and Meralco
Relationship Manager, Genie Pangilinan. But it was the latter teams
eagle that broke the tie.
Flights aside, Fun Hole awards were reserved for individual putting prowess: Mr. Dichaves would return to the stage to claim the
tourneys longest drive at 264 yards. The most accurate drive of one
foot went to Rohm Electronics Philippines, Inc. Executive Director,
Ed De Jesus, while Sta. Lucia Land Inc.s Senior Vice President for
Corporate Finance, David Dela Cruz came nearest the pin at only 13
Prizes were also handed out to Managing Director, Metroplus
Telecom, Inc., Galo Garcia, Ebara Benquet President and General
Manager, Valentino Niocena, Suntrust Properties and Sherwood
Hills Golf Club President, Harrison Paltongan and Diamond Hotel
Chief Financial Officer, Winada Effendi, whose 15 tees on gold
would have made the pros proud.
On the other hand, the skirt-sporting team comprised of
ICTSI Purchasing Manager, Antonio Coronel, Business World
Director for Marketing Communications and New Media,
Danny Ocampo and Meralco Relationship Manager, Rodel
De La Torre was singled out for their 14 tees on red.
The 2012 Meralco Power Club Golf Invitational, C-Level Challenge was also made possible by: American Home Appliances,
Cignal Digital TV, Indra, Miescor, Remy Martin, Republic Surety
and Sun Cellular with official media partners, Businessworld
and Business Mirror.

It takes careful study of the greens to play up to par as

these players illustrate.

Meralco VP Viboy Genuino (leftmost) with flight buddies Juan Paolo Herrera of 3J Plasticworld,
Dingo Bonifacio of REMEC Broadband Wireless International, and Manufacturing Corp. and
Danny Yang of St. Thomas Paper Corp.

The champion team set to take the fairways.

Meralco President and CEO Oscar S. Reyes with the champion team that includes (holding trophies, from left) First Gas Power Corp. and First Gen Corp. President and Chairman
Ernesto Lim, San Juan City Rep. JV Ejercito, Meralco SVP Al Panlilio and Eaglecor, Inc. COO Giles Puno. Joining them are tournament director Enteng Romano (leftmost), Meralco
Ambassador of Light Shamcey Supsup (2nd from left), Meralco Marketing VP Tony Valdez (4th from left) and Meralco VP Viboy Genuino (rightmost).

VOLUME 2 No. 3 2012



Offer efficiency options for semiconductor industry

hile the Philippine economy is

projected to grow 4.2% in 2012,
advanced economies like the US
and those in Europe have yet to
free themselves from the clutches

of recession.
Given the continuing global slowdown, consumers cling to their savings like war chests and consumer spending still isnt where it needs to be. The
Philippines semiconductor industrys projection
of 10% to 15% export growth this year has been
downgraded to just 5% to 7%. It is crucial, especially for cyclicals like semi-conductor companies,
to strategically outsource in order to ensure business continuity through belt tightening measures.
During the 109th General Members Meeting of
the Semiconductor and Electronics Industries of the
Philippines, Inc. (SEIPI) in Subic, joint sponsors
MERALCO and PLDT ALPHA Enterprise presented
strategic outsourcing opportunities for semiconductor companies at a time when growth projections
are grim.


MERALCO pitched its newest suite of services
that provides a total, end-to-end solution to corporate customers energy requirements, a timely
option for semiconductor companies preparing for
the upturn.
The first of its kind to be offered in the country,
MERALCO Managed Services (MMS), enabled
through MServ, is a comprehensive offering that
addresses customers energy requirements on the
load or customers side of the electrical network.
MServ is a wholly-owned subsidiary of MERALCO
and is one of the countrys premier energy management companies, providing practical vertically
integrated energy solutions.
In part due to the evolution of customer needs,
MERALCO seized at the opportunity to share over a
centurys worth of accumulated expertise. By allowing the electrical utility to focus on its competency,
it enables the customers particularly semiconductor companies to focus on theirs.

MERALCO Vice President and Head of Corporate Business Group Victor S. Genuino (left)
PLDT IP and Data Center Category Head for PLDT ALPHA Enterprise Gary F. Ignacio (right) present
solutions to SEIPI participants.
Companies are beginning to realize that to be
able to grow, they should focus on portions of their
business that really add value, says MERALCO Vice
President and Head of Corporate Business Group
Victor S. Genuino.
The money that they can utilize in terms
of working capital to fund, for example, energy
redundancy equipment, may be best used if they
reallocate it to something else. Those things have
a direct impact on the companys bottom line, he
Also during the conference, PLDT ALPHA Enterprise presented its VITRO Data Center, which provides solutions that serve as business contingency
measures especially at a time when floods and
other calamities can wipe out precious data.
PLDTs VITRO is particularly valuable, considering
that 93% of companies that lose their data center
for 10 days or more due to a disaster file for bankruptcy within one year according to a global study.
Data also show that 50% of businesses that find
themselves without data management given the

Former DOTC Secretary Mar Roxas with (L-R) SEIPI President Ernesto B. Santiago, MERALCO Vice
President & Head, Corporate Business Group Victor S. Genuino, MERALCO Assistant Vice President
& Head, Corporate Business Technical Support Alex C. Cabugao, and Texas Instruments Philippines
President Bing Viera.

VOLUME 2 No. 3 2012

same period file for bankruptcy immediately.

Designing and building a data center cost
money, time and precious human resource. It
is exceedingly complex with storage not just
the sole concern once it is built. There are also
issues of security, fire protection, power, and
The VITRO Data Center network, which is
comprised of the Pasig, Subic and Cebu facilities,
provides all these to the IT customer minus the
upkeep costs, equipment depreciation and obsolescence. All the sites feature readily available
and reliable infrastructure, scalable IT operations
and support, plus access to the latest technology.
VITRO was built with all the precautions and
amenities required from a top-of-the-line data
center. We spared no expense: it has raised floors
and cold-hot aisles, 24/7 perimeter and CCTV
security, plus biometrics and proximity access
card technology, and is equipped with gas-based
fire suppression, VESDA fire detection; it also
has centralized 24/7 monitoring, states Gary F.
Ignacio, PLDT IP and Data Center Category head
for PLDT ALPHA Enterprise.
Meralcos MServ and PLDT ALPHA Enterprises
VITRO Data Center are opening windows for the
semi-conductor industry to be more efficient at a time
when it is encountering a sales plateau.
In the meantime, products still need to be manufactured for the anticipated uptick. When that time
comes, the company with the most inventories will be
prepared to make the most sales.
Since semi-conductor industries are intense consumers of energy and data, it would do them well to
consider strategic outsourcing as they all prepare for
the moment when consumer spending picks up again
and signals the much awaited recovery.
What better way for them to wait this period out
by tapping the services of Meralcos MServ and PLDT
ALPHA Enterprises VITRO Data Center and optimizing
every opportunity to improve business efficiency and
the bottom line.


Meralco launches new volunteerism campaign for nation-building

eralcos CSR arm, One Meralco Foundation

(OMF), launched its new corporate social
responsibility (CSR) initiative, the Makabayan Volunteerism Program (MVP), which is
directed to provide opportunities for Meralco
employees, its subsidiaries and affiliates to take part in nationbuilding through employee volunteerism.
Employee Volunteerism is a very important ingredient of
nation-building and this is embodied in one of our corporate
values in Meralco, Makabayan. To us, Makabayan is at the
heart of everything we do. Makabayan means that we are able
to deliver the right services, at the right time, to our customSchool repainting at Bacood Elementary School, Manila
ers. Makabayan is an intrinsic value that we do on a daily
basis, said OMF President and Meralco Chief CSR Officer
Jeffrey Tarayao.
Chairman Manuel V. Pangilinan led the official event launch
on July 13 at the San Juan Elementary School, together with
company executives, subsidiary heads and local government
officials led by San Juan Mayor Guia Gomez.
The following day, during Pangilinans 66th birthday, the
MVPs projects were simultaneously rolled out in various parts
of the franchise area for the first One Meralco Makabayan Volunteerism Day. More than 800 Meralco employees took part in
school beautification and mural painting, Meralcos Basketboys
basketball clinic, school electrical safety assessment and tree
Meralco Basketboys Basketball Clinic facilitated by Meralco Bolts
planting and coastal cleanup in Freedom Island, Paraaque.
Head Coach Ryan Gregorio

Meralcos Makabayan spirit proves waterproof in the face of flood

Later, the OMF turned its sights on De Los Santos Medical
Center in Quezon City, which was in dire straits after the deluge
left it without power and running low on supplies. The foundation's relief workers donated hot meals to 240 individuals
and four liters of diesel fuel to keep the hospital's generators
In the interest of public safety, power had to be temporarily
disconnected in severely flood-stricken areas within Meralco's
franchise area. The floods brought by the southwestern monsoon finally subsided to safer levels on August 9, at which time
the company deployed 2,200 field employees to restore power.
According to OMF President Jeffrey O. Tarayao, Meralco
plans on mapping out new disaster preparedness procedures
that can convert the companys business centers into strategic
drop-off points for food and cash donations during times of
crisis, so as to better coordinate relief efforts in the future.
Relief efforts in Pampanga led by Meralco Chairman Manuel V. Pangilinan

n the wake of the habagat downpour that ravaged the country in August this
year, partner organizations under the MVP Group of Companies closed ranks
to arrange quick-response relief operations led by Meralcos CSR arm, the
One Meralco Foundation (OMF). Joining the OMF were TV5s own Alagang
Kapatid Foundation, the PLDT-Smart Foundation. Famous figures from the
Meralco Bolts and Smart-Gilas 2 basketball teams were also present to show
their support.
Volunteers braved the volatile weather on August 3 and 5 to provide relief
goods to the countrys hardest-hit disaster areas, including evacuation centers
in barangays where Meralco business centers and sector offices are located.
Thanks to Meralco's Makabayan spirit in action, a total of 1,000 families in
Mabitac, Laguna benefited from relief goods that were distributed from the San
Pedro business center, while 500 families likewise found assistance at Meralco's
Dasmarias business center in Naic, Cavite. Another 800 relief goods were
packed and given out in Calumpit and Hagonoy in Bulacan. Around 500 relief
goods have also been sent to Minalin, Mabitac and Sto. Nino in Pampanga.

Relief goods distributed in Cavite


VOLUME 2 No. 3 2012




VOLUME 2 No. 3 2012