Light Reading
Company offers operators analytics on usage across its 20 million deep WiFi network.

Devicescape Adds Insights, Interactivity to WiFi

Sarah Reedy
2/6/2014
50%
50%

Devicescape is adding deeper levels of intelligence to its curated virtual network of more than 20 million hotspots. The WiFi operator announced a new suite of services Thursday that it says will help carriers make more of their offload networks.

Devicescape Software Inc. has built up its network of WiFi hotspots in retail outlets, coffee shops, and venues throughout the world that it connects users to through an app that scans for the best connection. It then partners with network operators, offering them access to its aggregated network and giving them -- as well as the retailers -- ways to monetize the access points they have in place. (See Top 10 Carrier WiFi Movers & Shakers.)

CMO David Nowicki says the goal of the new services is to move operators away from thinking of cellular versus WiFi to thinking of simple connectivity, regardless of the network, by making both equally as valuable. The new platform has three pillars: access, engagement, and insight.

Access
Devicescape's Adaptive Network Selection service, built around operator policies and consumer preferences, selects the best network based on the current conditions and the user's pricing plan. Nowicki says most operators are now looking for ways to drive more traffic to WiFi, which is a change from their typical second-choice approach. (See Devicescape Targets 100M Hotspots By 2017.)

Engagement
Devicescape's main WiFi play is in amenity hotspots, indoor access points provided by retail outlets and businesses. These companies often want to interact with the customers, target them with marketing and promotions, conduct surveys, and create a community feel around their store. Devicescape is enabling this with Popwifi, which it has been trialing in the US for the past year. In the trials, he says, owners are seeing an 8% click-through rate, in which 8% of their customers are engaging with their messaging. (See The Changing Face of 'Amenity WiFi' .)

Nowicki says the service, now commercial, will be in millions of venues and on millions of handsets by the end of the year. "That's a big step for us to move from thousands to tens of thousands to millions in terms of how many people have access to the software and how many venues have it on there," he says.

Insight
This is where things get interesting for carriers looking to make more of their WiFi offload networks. Devicescape will provide detailed user analytics on what consumers are doing on WiFi, where they are connecting, and how the network is performing.

"We give them insights into what the users are doing and give them an actual big-data feed, which allows them to understand where people are connecting and look at patterns and watch things over days and months," Nowicki says, adding that this is what they do on cellular already, but haven't had the ability over WiFi.

Nowicki says the entire suite of services is already in use by a Tier 1 operator, which the company will be announcing next week. And both will be showing off the services this month at Mobile World Congress. (See Mobile World Congress: Our Key Players.)

— Sarah Reedy, Senior Editor, Light Reading

(3)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View
SarahReedy
50%
50%
SarahReedy,
User Rank: Blogger
2/7/2014 | 8:42:54 AM
Re: PopWiFi
Thanks, Dave. Any examples from your trials you can point to where the service has worked particularly well for a business (drove more business, more revenue, etc)? I would think it'd work well in places like local coffee shops, but curious what success stories you have.
darkfinger
50%
50%
darkfinger,
User Rank: Light Beer
2/6/2014 | 6:36:18 PM
Re: PopWiFi
Sarah,

Thanks for your comments.  Popwifi is pretty interesting.  More and more small businesses are offering free WiFi for their customers, yet they have no way of knowing whether it's working or getting much value out of it.  Popwifi gives them an easy way to interact, but an important point is they can also use Popwifi to drive customers to their preferred mobile or social experience.  As you likely know, small businesses are constantly besieged by people selling them new capabilities, but they've likely either no time for it or (more likely) have already picked Facebook as their engagement mechanism.  With Popwifi they can click a button and simply change the message to "click here to like us on Facebook" and - presto - the customer goes directly to their Facebook page. In this way, Popwifi just tries to make it easy for the small business owner, rather than forcing them to use YAP (yet another platform).

Dave
SarahReedy
100%
0%
SarahReedy,
User Rank: Blogger
2/6/2014 | 12:18:54 PM
PopWiFi
I really like both the PopWiFi aspect of this and the analytics part (that just makes sense). Nowicki suggested a business owner, like a local coffee shop, could create a "wall" in which frequenters could leave notes, post pictures, ask the owners questions, etc. It creates a community feel and is more subtle, and likely more effective, advertising then just blasting them with ads since they're on your sign-on screen. It's something I think would work really well in places like coffee shops where people are repeat visitors.
Flash Poll
LRTV Documentaries
Sprint's Network Evolution

7|24|14   |   14:59   |   (0) comments


Sprint's Jay Bluhm gives a keynote speech at the Big Telecom Event (BTE) about Sprint's network and services evolution strategy, including Spark.
LRTV Documentaries
BTE Keynote: The Software-Defined Operator

7|24|14   |   18:43   |   (1) comment


Deutsche Telekom's Axel Clauberg explains the concept of the software-defined operator to the Big Telecom Event (BTE) crowd.
Light Reedy
Numbers Are In: LR's 2014 Salary Survey

7|24|14   |   1:25   |   (2) comments


Our fourth annual Salary Survey paints a picture of who's hiring, firing, earning, and yearning for a change in the telecom industry.
LRTV Custom TV
Driving the Network Transformation

7|23|14   |   4:29   |   (0) comments


Intel's Sandra Rivera discusses network transformation and how Intel technologies, programs, and standards body efforts have helped the industry migration to SDN and NFV.
LRTV Custom TV
Distributed NFV-Based Business Services by RAD

7|18|14   |   5:38   |   (0) comments


With the ETSI-approved Distributed NFV PoC running in the background, RAD's CEO, Dror Bin, talks about why D-NFV makes compelling sense for service providers, and about the dollars and cents RAD is putting behind D-NFV.
LRTV Custom TV
MRV Accelerating Packet Optical Convergence

7|15|14   |   6:06   |   (0) comments


Giving you network insight to make your network smarter.
LRTV Custom TV
NFV-Enabled Ethernet for Generating New Revenues

7|15|14   |   5:49   |   (0) comments


Cyan's Planet Orchestrate allows service providers and their end-customers to activate software-based capabilities such as firewalls and encryption on top of existing Ethernet services in just minutes.
LRTV Custom TV
Symkloud NVF-Ready Video Transcoding, Big Data

7|9|14   |   3:41   |   (0) comments


Kontron and ISV partner Vantrix demonstrate high-performance video transcoding and data analytic solutions on same 2U standard platform that is ready for SDN and NFV deployments made by mobile, cable and cloud operators.
LRTV Huawei Video Resource Center
The Evolving Role of Hybrid Video for Competitive Success

7|4|14   |   4:09   |   (0) comments


At Huawei's Global Analysts Summit in Shenzhen, China, Steven C. Hawley from TV Strategies speaks to us about the evolving role of hybrid video for competitive success.
LRTV Huawei Video Resource Center
How CSPs Leverage Big Data in the Digital Economy

7|4|14   |   4:48   |   (2) comments


Justin van der Lande from Analysys Mason shares with us his views on how telecom operators can leverage customer asset monetization with big data. His discusses the current status of big data applications and the challenges and opportunities for telecom operators in the digital economy era.
LRTV Huawei Video Resource Center
Accelerator for Digital Business Future Oriented BSS

7|4|14   |   3:08   |   (0) comments


Mobile and internet are becoming intertwined; IT and CT are integrating; and leading CSPs have begun to transform to information service and entertainment providers. How should the BSS system evolve to enable this transformation? Karl Whitelock, an analyst at Frost & Sullivan, shares his views.
LRTV Huawei Video Resource Center
Orange Tunisia Discusses Multi-Band Antenna With EasyRET Solution

7|4|14   |   2:45   |   (0) comments


As new site acquisition becomes more difficult, Orange Tunisia has requested multi-band antenna to support UMTS and LTE innovation. Some things considered include reducing the cost of antenna maintenance and having high reliability antenna and EasyRET solution.
Upcoming Live Events!!
September 16, 2014, Santa Clara, CA
September 16, 2014, Santa Clara, CA
October 29, 2014, New York City
November 11, 2014, Atlanta, GA
December 9-10, 2014, Reykjavik, Iceland
June 9-10, 2015, Chicago, IL
Infographics
Allot's latest MobileTrends Charging Report shows that value-based pricing plans are up from 35% in 2011 to 85% in 2014.
Today's Cartoon
Vacation Special Caption Competition Click Here
Latest Comment
Hot Topics
The Municipal Menace?
Jason Meyers, Senior Editor, Utility Communications/IoT, 7/22/2014
Cisco Puts a Fog Over IoT
Sarah Reedy, Senior Editor, 7/23/2014
GM: 10 Car Models on Road With AT&T's LTE
Dan Jones, Mobile Editor, 7/18/2014
Apple Earnings: Strong iPhone Sales, iPad Sales Slump, $7.8B Profit
Mitch Wagner, West Coast Bureau Chief, Light Reading, 7/22/2014
Like Us on Facebook
Twitter Feed