1. How to monetize
Wi-Fi services
Ivan Muccini
VP Product Planning & Design
Workshop

2. Who we are
2

3. Wi-Fi Value Creation Pyramid
• LBS, Proximity
• Analytics
• Advertising
Value-added
services
New Revenue
Users, Business
and Other Service Providers
Baseline
Investment with Compelling ROI
• Connectivity and Premium Services
• Managed Hotspot
• Wi-Fi Roaming
• Broadband and Mobile Retention
• Mobile Data Offload

4. Wi-Fi Value Creation Pyramid
• LBS, Proximity
• Analytics
• Advertising
Value-added
services
New Revenue
Users, Business
and Other Service Providers
Baseline
Investment with Compelling ROI
• Connectivity and Premium Services
• Managed Hotspot
• Wi-Fi Roaming
• Broadband and Mobile Retention
• Mobile Data Offload

5. Carrier
Service
The question is:
Who pays?
Providers
MSP
Venues
?
5

6. 24%
The question is:
Who pays?
Free Wi-Fi
(Worldwide)
84%
Free Wi-Fi
(U.S.)
Source: JiWire, Q4 6
2013

7. The question is:
«Premium»
pay-per-use plans
Who pays?
«expense-account-friendly» locations
s
7

8. Form
Bit-pipe
To
Service-pipe

9. Form
Bit-pipe
To
Service-pipe
Wi-Fi ?

10. Stadium
Stations
The
Venues
and
amenity Wi-Fi
hotel
Shopping
Mall
Airport
hotspital
Sport
Event
Retailer
Restaur
ants
convention
office
10

11. The
Venues
and
amenity Wi-Fi
Establishments
sharing Wi-Fi
15%
Chains, big brands and single locations, with any kind of device
Source: Devicescape Insight Services
11

12. The
Network Size
Venues
and
amenity Wi-Fi
# of networks
fragmentation
12

13. Today
Network Size
Vertical Full
Managed
Connectivity
Services
# of networks
13

14. Classic Approach
Vertical Full
Managed
Connectivity
Services
Example
Partner With:
*Source: AT&T, Hilton, McDonald’s and Starbuck’s websites
•
•
•
•
•
•
Wi-Fi network design and planning
Technical support
Equipment monitoring
Custom branding
Enterprise access
Support – report issues

15. SP
Venue
Today….
Delivering
Wi-Fi
Through
the Venue
Hotspot /users

16. SP
Strategy
Network Size
Venue
Hotspot /users
# of networks
16

17. Use
Case

18. Ivan Muccini
Marketing Director

19. Bit Pipe

20. Free Wi-Fi hotspots
influence venue
choice for
95% of users
Source: in-Stat 9/2010

21. 80% of buyers
use mobile in-store to
enhance the shopping
experience (USA)
Source: JiWire, Q2 2013

22. Legacy
(heterogeneous,
un-managed)
assets
22

23. Who Pays?





Hardware
Installation
Maintenance
Support
…
Maximize
ROI

24. Connect
Sponsored
Wi-Fi (ADV)
Watch
Go
• 15’’ video ADV
• Full page captive
ADV
• …

25. OR (example)
AD free Wi-Fi
ENTER with your
loyalty Card ID
MYIDXXX
Loyalty

26. Social Media
Brand
Awareness
Ex.
Facebook Like
(but also follow, check-in, etc)
Sign in with

27. Social Media
Brand
Awareness
Ex.
Facebook Post
Sign in with

28. Hotspot lead
generation
Direct
Marketing
SMS
E-mail
Social
network

29. Engaging
Login Page

30. Sing in
pull/push
Customer
Surveys
30

31. Location
Based
Advertising

32. Location
Based
Advertising

33. Mobile location-targeted campaigns
outperformed
non-location targeted campaigns
CTR (click-through-rate)
X2
Source: Verve Mobile, Q1 2013 - (State of the Market Location Powered Mobile
Advertising Report )
CPM (cost-per-thousand)
X 10
Source: Cisco2013, Monetize SP Wi-Fi to Gain Business Advantages

34. Mobile location-targeted campaigns
outperformed
non-location targeted campaigns
CTR (click-through-rate)
X2
Source: Verve Mobile, Q1 2013 - (State of the Market Location Powered Mobile
Advertising Report )
CPM (cost-per-thousand)
X 10
Source: Cisco2013, Monetize SP Wi-Fi to Gain Business Advantages

35. Location Based
Coupons
and ADV

36. delegate

37. Premium
Pack
$$$$
• Social login
• Basic branding
• Couponing
•
•
•
•
•
•
Advertising
Couponing
Full branding
Marketing tool
Gaming
Social login &
marketing
Basic
Pack
$
Addressing
Everyone
needs
Service packaging

38. How we
solve the
problem

39. SP
Involving
the Venue
Venue
Hotspot /Users
Delivering
powerful tools
and control

40. Scaling the
target market
Simple
Scalable
Flexible
Platform
Network Size
# of networks
40

41. Fragmentation
Legacy heterogeneous
assets
Vendor agnostic,
service normalization
Market needs
differentiation
Flexible packaging,
comprehensive tools
Delegation of services
and control
Multi-level,
hierarchical control

42. Multi-level
(managed service +
delegated services)
(SP)
venues

43. Multi-level
(managed service +
delegated services)
Independent
Splash Portal
(SP)
Internet Plans
Applications
Access Methods
venues

44. Multi-level
(managed service +
delegated services)
Hierarchical
(SP)
Delegate full or
partial control
John
Hellen
Edna
44

45. Multi-level
(managed service +
delegated services)
Full
control
SP
(SP)
venues
Multi-Tenant
customer
venues
45

46. Cloud management
46

47. Flexibility
Access Methods
End User Management
Splash Portal
Internet Access Policies
Applications
Analytics
47

48. User Account
Access
methods
Social Login
Click-through
802.1X

49. One Shot /
Recurrent Plans
Voucher / PIN
$
Online Payment
Self-Provisioning
Self-Care
Access
policies

50. Engaging
Splash
Portal

51. Splash Portal
multi-level control
venues
(Tenant)

52. Service &
Presence
Analytics

53. Wi-Fi App
Marketplace
53

54. Wi-Fi App
Marketplace
 Location Based
advertising
 Marketing tools
 Survey
 Couponing
 Gaming, utilities,
widgets, etc

55. Wi-Fi App
Marketplace
Open
APIs and App
development SDK
(coming soon..)

56. Service & App
normalization
layer
(on top of any
access network
56

57. Conclusion

58.  Bit-pipe strategies
won’t work alone
Problems
(opportunities)
 Huge but fragmented
market potential
 OTT & Verticals
competition

59.  Involve the Venue
delivering self-control
and valuable tools
 Comprehensive,
flexible, service
normalization
platform
Solution
 Scalable, cost-saving
cloud solution
59

60. Thank You
www.cloud4wi.com
Ivan Muccini
VP Product Planning & Design
imuccini@cloud4wi.com

61. How to
(Backup slides)

62. Control Panel

63. White Label
•
•
•
•
•
•
•
Control Panel Logo
Login page Logo
Login page URL
Login page look
User guide URL
Custom Languages
Custom Policy Terms

65. Dashboard
Analytics
Wi-Fi
Marketplace
End users
WiFi Area
Internet Plans
Splash Portal

66. WiFi Area
•
•
•
•
•
•
Splash Portal
Hotspots
System User
Internet Plans
License
On-Net

67. WiFi Area Management

68. Multi-level
management
WiFi Area
Control Panel

69. Granular
multi-level control
• Locked options
(imposed by the
Tenant account)
• Unlocked options
(customizable by each
WiFi area)
Lock/unlock
• Applied to all main
configurations

70. Social login &
Brand awareness
• Facebook, Twitter,
LinkedIn, Google+, VK
• Like/Post
• Identify validation
options
• User data collection
• Policy Control

71. Splash Portal
• Unlimited Portals per
Tenant account
• Multiple layouts /
models
• Advanced
customizations (CSS)
• Custom URL alias
(reachable form
Internet)

72. Splash Portal CMS
• Simplified or
complete control
interface
• Granular multi-level
content management
• Media content &
active content (social
feeds)

73. WiFi Marketplace

74. App example
Advertising
Captive / Splash mode
Multi level control
Multiple triggers
Banner / Custom
HTML / AdSense
• Limited impressions /
clicks / expiration
• External monitoring
dashboard the sponsor
•
•
•
•

75. App example
Nearby
•
•
•
•
Places of interest
Coupons / offers
Users
Hotspots

76. Analytics

77. Presence Analytics
• Capture
• Engagement
• Loyalty

78. Internet Plans
• Recurrent / One shot
• Free / Paid
• Voucher mode &
control
• Time policies
• Self-provisioning
• Expiration
• Online Payment
(Paypal)

79. Localization
• Splash Portal Custom
languages
• Multiple currency
• Data export format
• Time zone
• Control Panel
languages

80. & more

81. Thank You
www.cloud4wi.com
Ivan Muccini
VP Product Planning & Design
imuccini@cloud4wi.com