IT WAS the second wave of information technology solutions providers, government officials and journalists to invade Lagen Island in Palawan, joining forces to discuss what Alvin Toffler dubbed a long time ago as the third wave or the information age. Ironically, the El Nido resort itself was designed to allow guests to take a break from technology by not providing the infrastructure for accessing Internet, cellular and paging services.

The main message that emerged from the three-day "Synergy '99: E-life in the next millennium" forum, however, is that despite the flotsam and jetsam that might impede the flow of technology, the third wave is already sweeping away old practices and modes of thinking. Those who refuse to accept and prepare for this reality might find themselves stranded on the beach.

As Diversified Financial News Network president Ramon Garcia Jr. put it, we are seeing an Internet Cha-cha--not necessarily related to the Cha-cha that "Erap and his Wrist Band" seem intent on ramming down our throats to make everyone dance to their tune. Instead, Garcia stressed the need for companies to rapidly adjust to the new business practices and playing fields that the Internet is creating.

"We move too slow. When it comes to adoption of IT and implementation of projects, we evaluate and evaluate and evaluate. Also, the way Philippine business is geared today, it's very hard to get money," he pointed out.

With the Internet Cha-cha, slow-moving giants like the conglomerates that rule Philippine business today might easily fall prey to nimble start-ups with the energy and fresh ideas that would help them leverage their business on the Net to the fullest. Of course, even the best ideas in the world wouldn't fly without cash, which is why Garcia called on the government to create a business environment that would attract venture capitalists.

As the Internet changes the way we work and play, companies must no longer be content with supplying products or even services, but evolve further by providing consumers unique experiences. This, at least, was the view espoused by Raymund del Val, president and general manager of Hewlett-Packard Philippines Corp.

Using the example of a coffee bean--although admittedly this analogy was at times strained--Del Val pointed out that as a commodity, a cup of coffee is cheaply priced. Consumers, however, would be willing to pay a premium for the same cup of coffee if served in a five-star hotel. This shows that the customer is willing to pay more to enjoy a certain ambience--a distinct experience.

Similarly, Del Val said that companies engaged in e-business must focus on providing experiences, saying that brand recognition like that of Disney is actually a promise to consumers that they would enjoy a unique experience. More important, experiences are memorable and they keep the consumer coming back to relive that moment. Case in point: Other off-site IT events might offer the same information--a commodity--as Synergy, but somehow the Synergy experience lingers with every participant and keeps them eagerly anticipating a chance to return.

In fact, Synergy is more than just the technology lectures and presentations. It is also more than the admittedly beautiful and exotic location. The key here is interactivity and relaxed settings, where even Chito Kintanar, presidential consultant on information technology and communications, can try to let his hair down and appear as a normal person.

Synergy is also about using IT, rather than just talking about it. Like me and Leo Magno churning out at Internet speed, respectively, a banner story and column, using Wengweng, Leo's Toshiba Libretto--though of course we had to print out and fax the stories because of the problem with Internet access. Like Intel Microelectronics Philippines architecture manager Manny Portugal taking shots of everyone with his digital camera, then loading the images to his laptop and creatively assembling them into a fun slide-show presentation, complete with outrageous captions.

As the name of the event itself implies, Synergy is all about the combination of venue, technology, ideas and people to form a memorable experience and whet everyone's appetite for the e-life to come. And when we say people, this also means the whole El Nido staff like Ria, Joy, Menchie, Ian, Mang Tony of "Tuting" fame, and Mitzi_just some of the people who made the stay enjoyable. After all, each one of us has a role in making the e-life come true in the Philippines, and the e-life is something that shouldn't be enjoyed by a few, but by every Filipino.