Press Release
The Wireless Broadband Alliance (WBA) has launched a new whitepaper outlining the monetisation opportunities that Wi-Fi driven location-based advertising presents for operators, service providers, enterprise and consumers. The whitepaper, entitled ‘Wi-Fi: Value Add and Advertising’, explores the value-added use cases of Wi-Fi advertising and location services, to help service providers to capitalise on their Wi-Fi networks. The report also highlights and includes case studies of operators and organisations exploiting this technology today, including Boingo’s work with airport venues and Devicescape’s partnership with Cancer Research UK.
As service providers continue to identify opportunities for new revenue streams, Public Wi-Fi represents a unique opportunity as an enabler of location-based advertising, with the ability to deliver beacon-style proximity capabilities at scale. The report outlines the potential of the Wi-Fi location-based retail market for operator value-added service models, which enhance basic Wi-Fi access with additional services and alternative funding that are typically paid for by third-party businesses. These drive direct revenues for service providers, and indirect business value through improved customer retention and market differentiation.
The report also provides an overview of Wi-Fi and mobile enabled technologies such as Push alerts for conversions, Geo-Target, and Geo-Conquesting that brands can use to create deeper relationships with customers. With Wi-Fi widely available, the report draws attention to the public spaces where this technology can be best utilised, including city centres, shopping malls and stadiums.
“Interest in Wi-Fi advertising and location services is growing as service providers search for new ways to monetise Wi-Fi and generate new revenue streams. It’s also clear there is a growing awareness and acceptance amongst consumers that data on their location, movement and behaviour can be exchanged for free Wi-Fi,” said Tiago Rodrigues, General Manager of the WBA. “Turning Wi-Fi into a value-added service requires innovative business models, which is why the WBA members have put together this report to showcase the current relevant work within various members and to draw attention to the gaps where the industry still has work to do.”
Also discussed in-depth in the report is one of the ways that Boingo monetises its networks through advertising at airport venues. The operator uses a proprietary advertising platform to target ads to consumers determined by user location in exchange for Wi-Fi access. Similarly, proximity marketing using Wi-Fi access points in popular consumer destinations is highlighted as an innovative and effective way to engage the public, as illustrated by Cancer Research’s work with Devicescape in harnessing the location-based mobile advertising to drive donations.
The WBA’s latest white paper called, ‘Wi-Fi: Value Add and Advertising’, is available to download here:
https://www.wballiance.com/resources/wba-white-papers/
