MANILA, PHILIPPINES – “When I first stepped into tech, it felt a lot like surfing a tide. You can’t control everything, and it can be unpredictable, but staying alert and open helps you keep moving forward.” This was how Cristina Constandache, Chief Revenue Officer at Rakuten Viber, painted her initial experience upon joining the field. As Viber rapidly grows and expands its features and reach, Cristina let us in on what’s next for Viber in this exclusive exchange with adobo Magazine.
“The pace of change in tech has always been rapid, and over the years I’ve seen that technology doesn’t just evolve — it transforms lives. Every innovation opens doors to new behaviors, new habits, and new ways for people and businesses to interact,” she noted.
She explained that since those early days, the pace in technological advancement has only picked up speed. She observed that people don’t want different apps to do different things, but rather simple, fast, and meaningful experiences in the places where they already spend their time.
“It’s a reality that has shaped how I think about building products and experiences that actually fit into people’s lives, not just add another notification to the pile,” she said.
Reflecting on her journey with tech, Cristina shared: “For me, the most rewarding part of tech has always been this element of novelty. Being part of an industry that touches billions of lives daily is incredibly motivating. It requires persistence, adaptability, and a willingness to embrace change, but it also offers the chance to lead transformation — to help shape how people communicate, how brands engage, and ultimately, how technology integrates seamlessly into modern life. That’s what keeps me inspired every day.”
Challenges are part of the game in business
On the topic of challenges, Cristina shared that it’s just part of every business to have and face them. “It’s part of the game,” she noted. But ultimately, how you look at and tackle those challenges are what define you.
“I keep three things in mind: You can’t be prepared for everything, but you can stay ready to adapt; don’t chase trends just because they’re popular — focus on making them useful; and remember, the way you look at a challenge can turn it into an opportunity.”
She pointed out that in the Philippines, there’s a thriving digitally engaged population. People spend over 5 hours a day browsing the internet on mobile. Yet many businesses are hesitant to embrace digital channels, especially small to medium businesses. “In the Philippines, a lot of businesses — around 73% — have been called ‘digitally indifferent.’ They tend to react to changes rather than actively embracing them. And if you think about how much SMBs drive the local economy, that’s actually a huge opportunity to step in, innovate, and help shape how they connect with customers,” she added.
“[Viber] saw a chance to expand our business solutions in ways that are accessible to companies of all sizes, allowing them to reach customers where they already spend their time. This ranges from Viber for Business solutions for larger companies to offerings for micro, small and medium businesses, such as Business Accounts, Marketplace, and Ads Manager,” Cristina shared how Viber took on this challenge and turned it into an opportunity.
Now, the number of Viber Business Accounts opened by small businesses is growing by more than 100% month over month on average. On the other hand, large businesses are also actively embracing Viber with the goal of interacting with their customers.
Cristina said: “For me, the lesson is simple: obstacles aren’t roadblocks, they’re doors. And every time the landscape shifts, there’s a chance to rethink, adapt, and create solutions that benefit everyone — users, brands, and the broader digital ecosystem. That mindset is what keeps us agile, innovative, and ready for whatever comes next.”
Making the customer journey easy
With Viber being a messaging platform at its core, Cristina recognizes the importance of trusted and unintrusive communications between customers and businesses on the app. “Customers want to have uninterrupted journeys that start and finish within one platform. They don’t only expect to receive marketing messages from your brand in a convenient channel — they want to complete transactions within the same platform,” she clarified.
She went further to explain that the longer and more complicated the checkout process is, the more likely that customers — in fact, almost a quarter of them — abandon their carts altogether. “We see this trend at Viber and are building an ecosystem where businesses can reach and interact with customers at each stage of their journey.”
Cristina also mentioned that brands invest in platforms to reach customers across their journey, only to end up using a third of that. And with a lot of content vying for attention, it’s also easy for messages to get lost in the clutter. She continued: “Brands need to cut through the noise using the most efficient channel, without being intrusive. This leads Viber to maintaining trust and security, which remain front and center for customers. Users are more aware than ever of privacy risks, and any misstep can quickly erode confidence. For brands who want to invest smartly, finding a channel that allows seamless end-to-end experience in a secure and trusted environment is key.”
The rise of super apps
Modern technology makes life easier in so many ways. And in the case of applications and services, “super apps” are now common in many countries in Southeast Asia. A super app, as Cristina described, is “one place for everything you need.”
“On average, app users spend 77% of their time on their top 3 apps, and almost half of that time in one single app. Imagine one place where you can chat, book services, buy, run your own business, date, make money transfers and more — that’s the app that we are building at Viber,” she explained.
In the case of Viber specifically, Cristina noted that they are already in the league of super apps: “Our users in the Philippines can chat, date, run businesses, access services and more — all within Viber. At the same time, Viber gives brands more opportunities to interact with their customers in the native environment. We are the only app that provides the super app ecosystem for businesses which lets brands reach and interact with their customers at each stage of their customer journey. And we are gradually expanding our suite to businesses of all sizes.”
She describes their strategy as a super app to be about creating meaningful daily touchpoints for users — whether they’re messaging friends, dating, or interacting with businesses. And the ecosystem only expands further with each new launch.
For the benefit of users, Viber is adding more utility and engagement. As for businesses, they’re opening up new ways to reach customers on a reliable platform. Cristina shared that this approach supports long-term monetization by blending value-added services with scalable business solutions, while emphasizing the importance of always staying user-first.
She imparted that Viber is working on creating better experiences for users and to support businesses. “You can expect new, long-awaited services and features that will make Viber an even more useful and visited app on your mobile screen,” she noted.
Trust your team, adapt to changes, and love what you do
Cristina believes that great results come from trusting your team and focusing on what people can do best. She makes it a point to have personal conversations with the team, even in a Zoom-heavy world, to understand how they’re doing and what they want to grow into. “If someone wants to explore a different project or develop new skills, from coding to public speaking, we try to make that possible. Being attentive to people as individuals is far more valuable than just ticking boxes.”
Working in a diverse, international environment has shaped her approach. “Different backgrounds, cultures, and perspectives bring insights you can’t get anywhere else. That variety is where real learning happens, both for the team and for me as a manager.”
When it comes to navigating the fast-paced world of tech, Cristina emphasizes agility: “You need to be a step ahead, anticipate what’s coming, and have multiple options ready. If you set your goals only by where the competition is, you’ll always be in a catch-up game.”
And her advice for anyone looking to thrive in tech? “Make use of every opportunity, stay flexible and ready to change, and do what you love, because genuine dedication shows and sets you apart.”
