LRMC is a joint venture company of Metro Pacific Light Rail Corporation (MPLRC), AC Infrastructure Holdings Corporation (AC Infra), and Macquarie Infrastructure Holdings (Philippines) PTE Ltd. (MIHPL). LRMC engages in the development, construction, operation, maintenance, repair, management involving railways, railroad projects and other transport systems for the private and public sector October 12, 2014 - LRMC signed a concession Agreement with the DOTC and LRTA for the P65-billion LRT 1 Cavite Extension, Operation & Maintenance Project.

2015

PHAR APPOINTED BY LRMC AS TRANSPORT CONSULTANT

PHAR were appointed to design the ancillary revenue commercial blueprint for LRT Line 1. This process involved:

  • Creation of media asset directory
  • Compiling the technical, structural and electrical specifications of all media assets
  • Designing long term marketing partnerships e.g. station naming rights, telecommunication and banking programmes
  • First hand consumer & market research - financial modelling / capex planning

PHAR APPOINTED AS EXCLUSIVE ANCILLARY REVENUE PARTNER

PHAR then signed an agreement with LRT Line 1 operator Light Rail Manila Corporation (LRMC) as its exclusive ancillary revenue partner from 2016 until 2026.

Under this agreement, PHAR assumed responsibility of commercialising all non-fare box revenue across the entire LRT Line 1, which includes:

  • All forms of advertising
  • Major brand partnership
  • Wi-Fi, fibre optics
  • Retail LED solutions
  • Naming rights
  • Data and applications
  • Automated teller machines

STATION REFURBISHMENT PROGRAMME

As part of PHAR's role as exclusive ancillary revenue partner, PHAR invested in the refurbishment and design of the new advertising environment along LRT Line 1. This process involved:

  • Appointment of structural & electrical engineers and design resource
  • Running tender processes for appointment of fabricators, digital screens (hardware & software)
  • Cloud based digital software control system
  • Introduction of standardised product across Static Signage and Digital Signage
  • Creation of bespoke partnerships like banking, e-commerce, naming rights


2016

PHAR AND AYALA ENTER INTO STRATEGIC PARTNERSHIP

PHAR entered into a long term strategic partnership with Ayala Malls, part of Ayala Land Inc.

The initial focus area of this strategic alliance is the Light Rail Manila Corporation (LRMC) controlled LRT1 Line project, where PHAR has been appointed as the ancillary revenue partner of LRMC.

Both entities, PHAR and Ayala Malls, are leveraging each other’s strengths in areas of retail, media and marketing, technology, market research and intellectual capital. 


2017

PHAR AND LRMC SIGN LONG TERM DEALS WITH GLOBE TELECOM AND SMART

PHAR has negotiated separate long term agreements with both Globe and Smart for a holistic infrastructure roll out across 21 kms that comprises the LRT-1. 

Over the last six months, PHAR has worked with the network and technical teams of both telco providers in terms of architecting and deploying of various infrastructure, namely, fiber optics, WiFi access points and wireless (3G and 4G).

With the WiFi in particular, wireless access points are first being rolled out in the stations, followed by a roll out in approximately 100 LRV’s (light rail vehicles). PHAR has invested in a captive portal which controls the last mile messaging to passengers and is able to display alerts, content and advertising. WiFi will be free for passengers for a limited period of time during their journey.

As of June 2017, 50% of the stations will be WiFi ready and the full deployment across all stations and all LRV’s will be complete by Q4 2017.

Globe Telecom became the first telecommunications company in the Philippines to provide free Wi-Fi services in all 20 LRT stations / 500,000 daily commuters

Globe provides fiber optic cable system that extends the length of the entire LRT 1 and cover all LRT stations and LRMC’s depot in Pasay City. Globe will enhance its wireless infrastructure by deploying cell sites in each stat