PLDT Enterprise, the business arm of PLDT Group, has entered into an exploratory partnership with digital advertising firm AWING and global technology company NTT e-Asia to test a new way of using public Wi-Fi as an advertising channel.
The pilot introduces Wi-Fi Ads powered by AWING, a solution that shows brand messages on Wi-Fi login pages when users connect to participating public networks. The ads are based on a user’s location and are designed to appear without interrupting internet access.
“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, SVP 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.”
Under the setup, customers logging in to public Wi-Fi may see ads or offers related to where they are, similar to login screens commonly used in malls, cafes, or offices. For businesses, this turns Wi-Fi access points into another way to reach potential customers in high-traffic areas.
PLDT Enterprise said the platform will initially be offered to select customers using its Beyond Fiber or Branch-In-A-Box services, which can integrate AWING’s system. The companies described the arrangement as exploratory, with future services to be considered based on pilot results.
“We saw an opportunity to bring technology that’s healthier, more sustainable, and more accessible to more communities,” said Nguyen Tien Dzung, CEO of AWING. “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.”
“Our experience in Japan shows how digital services can meaningfully connect technology, community development, and the environment,” said Reo Kusaka, head of Global Business of NTT EAST. “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.”
PLDT Enterprise said the solution may be relevant for industries such as retail, banking, travel, real estate, and hospitality, where customer engagement often depends on physical location.
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