In today’s hyperconnected world, staying online has become second nature. Whether lounging at a café, shopping at a mall, or waiting at an airport lounge, access to public Wi-Fi has become an essential part of daily life—keeping Filipinos informed, entertained, and connected wherever they go.
To support this increasingly digital lifestyle, PLDT Enterprise has entered into an explorative partnership with the innovator AWING, and its strategic partner global technology company NTT e-Asia, to pioneer a new digital advertising solution that reimagines how millions of Filipinos experience public Wi-Fi connectivity.
Under this collaboration, Wi-Fi Ads powered by AWING aims to transform the simple act of connecting to Wi-Fi into a more engaging and seamless experience for customers, while enabling businesses and brands to reach audiences more effectively based on their real-world location and behaviors.
Making Public Wi-Fi More Useful and Engaging
With Wi-Fi Ads, customers who log onto a participating public Wi-Fi network may see relevant, non-intrusive brand messages or offers that match their location—similar to how ads appear on login pages of major establishments.
For businesses, these Wi-Fi touchpoints are transformed into additional marketing channels to reach potential customers—particularly in high-traffic venues—without disrupting the connectivity experience, tapping a large-scale Mobile Location-based Marketing (MLBM) network to enable highly targeted, context-based communication.
Shaping the Future of Connected Experiences
The exploratory partnership enables PLDT Enterprise to offer this platform to select customers who are using BEYOND FIBER or Branch-In-A-Box, both of which can integrate AWING’s platform. As the strategic collaboration progresses, it opens opportunities for PLDT Enterprise to bring more value-added services that complement existing connectivity solutions.
“As businesses continue to innovate, we want to help them elevate everyday customer touchpoints—starting with something as simple and familiar as public Wi-Fi,” said Blums Pineda, Senior Vice President and Head of Enterprise Business Group at PLDT and Smart. “We look forward to positive results from the pilot and to discovering bigger opportunities where we can all grow and create value together. That’s really the meaning behind this partnership.”
Nguyen Tien Dzung, CEO of AWING, shared: “We saw an opportunity to bring technology that’s healthier, more sustainable, and more accessible to more communities. Together with PLDT Enterprise and NTT, we’re excited to explore new ways to create shared value and make a lasting impact through technology, digital advertising, and media.”
Reo Kusaka, Head of Global Business of NTT EAST, added: “Our experience in Japan shows how digital services can meaningfully connect technology, community development, and the environment. Through our partnership with PLDT Enterprise and AWING, we’re bringing this vision to life—creating smarter, more vibrant spaces where people and businesses thrive together.”
The partnership supports industries such as FMCG, retail, banking, electronics, automotive, real estate, mobile apps, travel, and hospitality—sectors where customer engagement is heavily influenced by physical location and on-site experiences.
By offering brands more visibility in places where customers already are, this initiative supports businesses in strengthening marketing reach and deepening engagement.
