PLDT Enterprise is teaming up with digital innovator AWING and global technology company NTT e-Asia to launch a new digital advertising solution, Wi-Fi Ads, aimed at transforming public Wi-Fi connections into engaging marketing channels.
The collaboration will enable businesses to reach audiences more effectively based on their real-world location and behaviors, using the Wi-Fi touchpoints as part of a large-scale Mobile Location-based Marketing (MLBM) network.
Customers logging onto a participating public Wi-Fi network may see relevant, non-intrusive brand messages or offers that match their location, similar to ads on login pages of major establishments. For businesses, this transforms high-traffic venues into additional, highly targeted marketing channels without disrupting the connectivity experience.
The exploratory partnership allows PLDT Enterprise to offer the AWING-powered platform to select customers using its BEYOND FIBER or Branch-In-A-Box solutions. The platform is designed to complement existing connectivity services and open opportunities for future value-added services.
Blums Pineda, senior vice president and head of enterprise business group at PLDT and Smart, cited the goal of the collaboration. “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,” Pineda said.
“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,” he said.
AWING chief executive Nguyen Tien Dzung noted their shared mission for accessible technology. “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,” Dzung said.
Reo Kusaka, head of global business of NTT EAST, highlighted the regional impact. “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,” Kusaka said.
The Wi-Fi Ads platform supports industries such as fast-moving consumer goods (FMCG), retail, banking, electronics, automotive, real estate, mobile apps, travel and hospitality—sectors heavily influenced by physical location and on-site customer experiences.
