Manila, Philippines — In the latest ROI’d to Success episode, Hustleshare shines a light on Mansueto “Joel” Callao, the dynamic Chairman and CEO of NYXSYS Philippines, Inc. The episode unpacks how Callao reimagined a traditional out-of-home (OOH) advertising venture, engineering its transformation into a trailblazing digital media and technology force in the Philippines.
NYXSYS Philippines, Inc. Leads Digital Outdoor Revolution
NYXSYS began in 2014, branching out from an established billboard company. It propelled itself ahead by marrying technology with advertising, from smart LED billboards that turn heads, to interactive poster boxes and RFID-enabled solutions that revolutionize how businesses engage consumers throughout Metro Manila and beyond.
Yet, NYXSYS’s journey is also Callao’s. The episode details his hands-on leadership, steering the company through repeated cycles of reinvention. Guided by optimism and grit, he navigated digital disruption and shifting consumer habits—especially amidst the upheaval of the pandemic—transforming adversity into opportunity and securing NYXSYS’s spot at the forefront of the industry.
“When the pandemic hit, everything stopped, and we didn’t have any prepared business plan. But I waited, I prayed a lot, and we strategized on how to survive and thrive. And that’s where we decided to focus more on the technology aspect of our business. And I thought of audience measurement on digital, the first of its kind in the Philippines, something that can produce and analyze data, enable people to engage, and enable people to interact and lead to conversion,” Callao said.
The decision to integrate advanced AI and data analytics marked a transformative moment for NYXSYS. Moving beyond static displays, NYXSYS upgraded its Digital OOH (DOOH) systems, turning passive advertising screens into dynamic, intelligent platforms. These new systems used real-time data to push targeted, impactful content, allowing clients to engage mobile-first consumers more effectively. The shift enabled advertisers to analyze audience metrics, behaviors, and campaign performance, making each promotional effort more strategic and measurable.
Yet, growing an advanced digital business brought new operational demands. Recognizing the need for reliable infrastructure to support their ambitions, NYXSYS sought out a partnership with PLDT Enterprise. This marked the next stage of growth: leveraging PLDT Enterprise’s robust connectivity, cloud, and managed services to power the expansion, ensure uptime and security, and provide the technical foundation needed for NYXSYS to deliver superior, data-driven solutions to clients.
“We are very thankful that PLDT Enterprise came into the picture at the perfect time. When we transitioned to digital AI analytics, PLDT Enterprise was there offering us the right services and readily available infrastructure, exactly when it was needed the most, providing us with a system that is very robust and reassuring,” he added.
By leveraging PLDT Enterprise’s diverse suite of advanced solutions—SD-WAN for secure, flexible networking; iGate for robust internet connectivity; Smart Bro 5G for fast wireless access; Telavi for integrated communications; Endpoint Licenses for endpoint protection; Managed Service Desk for comprehensive IT support; and Smart IoT for automated, intelligent resource management—NYXSYS was able to consolidate its operational processes, upgrade its cybersecurity defenses, and minimize operational downtime across its digital signage network. This technology partnership allowed the company to reach its sales goals through enhanced network reliability, real-time content management, ongoing innovation, and faster, more efficient client support.
“NYXSYS is really in the habit of creating and innovating every single day, and everything we do is for the growth and benefit of the industry. Right now, we are very focused on learning new ways to innovate and advance our business. But it should not just always be about just wanting more, doing more. At the end of the day, our plans should be aligned with the core values of the company, which speaks about the culture. We want to build so that we can benefit future generations, and that is why we at NYXSYS are always looking to discover more,” Callao added.
His leadership mantra is to keep building, learning, and pushing the limits of DOOH advertising. With collaborators like PLDT Enterprise fueling this progress, the future promises greater connectivity and ambition.
“At PLDT Enterprise, our priority has always been to provide the support that empowers our partners to scale with confidence. NYXSYS’ story is a testament to how the right infrastructure, backed by responsive and reliable service, can turn bold visions into reality. We are proud to stand alongside them in pushing the boundaries of digital innovation for the industry,” said Mitch Locsin, First Vice President and Head of Enterprise Core Business at PLDT and Smart.
This episode of ROI’d to Success is a powerful reminder that behind every tech transformation is a human story—of grit and growth. Discover more about NYXSYS at ROI’d To Success with Hustleshare on Spotify via https://open.spotify.com/episode/3DvAQ6GBEwmQvnfgjL9Wan
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