"We want the Philippines to be known for more than being great users of social media. We want to kick ass as developers, too."

So said Eric Clark Su of PicLyf, one of five Philippine start-ups who advanced to the final round of the ON3 Pitching Competition at the SMX Convention Center in Metro Manila. Eric was clearly the star of the show, in my opinion, exhibiting a confidence and command of his company's message that clearly impressed the judges and his fellow competitors.

PicLyf uses a "stupidly easy interface" in Eric's words to organize pictures and comments about them in a "social picture journal" (or "picture diary") that embraces a sort-of Flickr/Twitter/Facebook 2.0 environment. The company is based in Davao City in the country's southern, Mindanao region.

Eric said the company is pouring all its resources into improving the customer experience and the ability to scale. One of the charms of his presentation was a very Valley-like boldness that almost said "we don't need your money but if you're smart you'll invest in us."

The ON3 competition is sponsored by several departments of the Philippine government, some regional ICT organizations, the government-funded Science & Technology Council (STAC) of Silicon Valley, and the Plug and Play Tech Center, based in Sunnyvale. Judges were drawn from the country's tech business and political leaders.

The competition started with regional rounds, with 12 companies advancing to today's competition. Jojo Flores, co-founder of the Plug and Play Tech Center and chief organizer of the competition, said two or three winners from the final five will be announced later this year. They will receive a three-month immersion in Silicon Valley, with stipends, facilities, and meetings with potential venture and angel investors.

The competitors on Saturday had to sum up their mission, vision, and needs in three minutes - the five finalists were to give follow-up 15-minute presentations, then will be put through the paces over the next several weeks to determine who will be going to Silicon Valley in 2012.

Joining PicLyf among the finalists were: 

* GSMetrix, which produces medical instrumentation, remote monitoring systems, and other automated systems

* Khaos Manufacturing, which produces fuel-saving devices

* Arnichem Corp., a biofertilizer company

* RAD Green Solutions, which proposes to turn medical waste into charcoal efficiently

Despite my girlish enthusiasm for the social media play, it's clear that green-technology plays are also very big in Silicon Valley these days. The Philippines is one of the most biodiverse countries in the world, and also one with a deep sensitivity to ecological issues, so it was not a surprise to see so many green ideas bloom.

Indeed, each of the other four finalists were judged to have strong, specific plays in this area.

But remember...you heard it here first...PicLyf.

Twitter @strukhoff