WiFi advertising firm raises P25M for expansion of free WiFi in PH

Social Light, an ad-supported free Wifi provider, said that it has raised P25 million from investor Cerebro Labs to fund its expansion in the country.

Social Light chair Januario Jesus “JJ” Atencio

At the same time, it announced the appointment of Januario Jesus “JJ” Atencio as its chairman. Atencio will be joining hands with Francis Simisim, president and CEO of Social Light, to further help spread free WiFi in the Philippines and abroad

“We have big plans for Social Light, and with JJ Atencio joining our dynamic team, we are ready to aspire bigger as we make great things possible for our customers,” shared Simisim. “With the help of our investor, Cerebro Labs, we know that we can succeed in our goals to give and spread Free WiFi to the Filipinos.”

Social Light offers free WiFi access through a service called “Vayafi”, a WiFi advertising platform that displays digital ads in users’ devices.

“Embarking on this new journey is a big privilege for me. It is a pleasure and a privilege to be elected as chairman of Social Light to provide greater inclusivity in the public WiFi space. I have seen how free WiFi in the country has been unreliable and costly to maintain. By incentivizing our stakeholders such as public places, telecommunications and other Internet service providers, we can ensure that free WiFi expands further and makes good business sense by using Vayafi,” Atencio said

Vayafi incentivizes different shareholders, according to Social Light. As the user gets free connectivity, the venue gets marketing values to help lower marketing costs and value for their investment. The advertiser will be the one to pay the network delivering the targeted ads to specific target audience at a specific location.

“WiFi advertising is the new innovative digital bridge that connects the online to offline advertising world. This is why we are opening our doors to more investors and partners who share the same vision of creating a digital-powered nation. We know that if we’re able to grow our network, more local businesses can tap their niche users with custom-made ads and promotions based on real-time data,” Simisim said.

Vayafi has currently rolled out in the Philippines, Singapore, Australia, and New Zealand, and are planning to launch vastly internationally.

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