& cplSiteName &

Devicescape Adds Insights, Interactivity to WiFi

Sarah Thomas
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        ADD A COMMENT
Sarah Thomas
50%
50%
Sarah Thomas,
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: Blogger
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
Sarah Thomas
100%
0%
Sarah Thomas,
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.
Educational Resources
sponsor supplied content
Educational Resources Archive
Light Readingís Upskill U is a FREE, interactive, online educational resource that delivers must-have education on themes that relate to the overall business transformation taking place in the communications industry.
LIVE NOW!
Friday, December 2, 1:00PM EST
The SDN Approach to IP & Optical Integration
Sterling Perrin, Senior Analyst, Heavy Reading
UPCOMING COURSE SCHEDULE
Friday, December 2, 1:00PM EST
The SDN Approach to IP & Optical Integration
Sterling Perrin, Senior Analyst, Heavy Reading
in association with:
From The Founder
Light Reading today starts a new voyage as part of a larger Enterprise.
Flash Poll
Live Streaming Video
Charting the CSP's Future
Six different communications service providers join to debate their visions of the future CSP, following a landmark presentation from AT&T on its massive virtualization efforts and a look back on where the telecom industry has been and where it's going from two industry veterans.
Women in Comms Introduction Videos
Korn Ferry Consultant: How to Find, Cultivate & Be the Best Talent

11|30|16   |   4:10   |   (1) comment


Erin Callaghan, a managing consultant for Korn Ferry Futurestep, shares strategies for companies to improve how they recruit and for women to ensure they don't get lost in the pipeline.
LRTV Custom TV
We Can Make the World More Sustainable

11|29|16   |     |   (0) comments


GeSI is a global e-Sustainability Initiative organization bringing together 40 big multinational companies around the world. According to GeSI's report, information and communication technology can make the world more sustainable. Luis Neves, chairman of GeSI, shared with us his opinion at Ultra-broadband Forum (UBBF2016).
LRTV Custom TV
Finding a New Way to Engage Customers & Drive Revenue

11|29|16   |     |   (0) comments


Mobile revenues are declining. Digicel, a player in the Caribbean telecommunications/entertainment space, has found a new way to engage customers and drive revenue. John Quinn, CTO of Digicel, shared with us its story at Ultra-broadband Forum (UBBF2016)
LRTV Custom TV
Do You Really Need Gigabit Infrastructure?

11|29|16   |     |   (0) comments


Altibox is the biggest fiber-to-the-home (FTTH) player and the largest provider of video and TV in Norway. They started out with zero customers in 2002. Now they have close to half a million households and companies attached to their FTTH business. Nils Arne, CEO of Altibox shared with us their story and insight on 5G at Ultra-broadband Forum (UBBF2016).
LRTV Custom TV
BTís Openreach Strategy & Its Updates in 2016

11|29|16   |     |   (0) comments


A lot of developments at Openreach this year in terms of strategy and planned investments. Peter Bell, CIO of Openreach BT, shared with us the updates of Openreach at Ultra-broadband Forum (UBBF2016).
LRTV Custom TV
ITU: The Broadband Is Our Future

11|29|16   |     |   (0) comments


At Ultra-broadband Forum, Houlin Zhao, Secretary General of ITU, discussed how important it is for countries, companies and everybody to be working together to help to build the broadband and digital economies (UBBF2016).
LRTV Custom TV
Tackling 5G in Dallas

11|28|16   |     |   (0) comments


Here are our highlights of the 5G North America show in Dallas, Texas with Light Reading's Dan Jones.
LRTV Interviews
Cox Prepping for Virtualization Trials

11|14|16   |     |   (0) comments


In this video interview, Cox's Jeff Finkelstein discusses MSO's plans to test managed business services in early 2017 and tackle Distributed Access Architectures.
LRTV Custom TV
Drivers & Potential of NGP

11|11|16   |     |   (0) comments


ETSI has created an Industry Specification Group to work on Next Generation Protocols (NGP ISG), looking at evolving communications and networking protocols to provide the scale, security, mobility and ease of deployment required for the connected society of the 21st century. The NGP ISG will identify the requirements for next generation protocols and network ...
LRTV Custom TV
Huawei IP 2020 for Future Networks

11|11|16   |     |   (0) comments


Future Networks should satisfy many requirements such as high throughput, extremely low latency, flexible mobility, intrinsic security, networking automation, and so forth. The Chief Architect of Huawei Future Networks addresses a holistic solution, i.e., IP 2020, to achieve these requirements for various future life scenarios (e.g., autonomous driving, tactile ...
LRTV Custom TV
Digital Object Architecture

11|11|16   |     |   (0) comments


Digital Object Architecture provides a basic information infrastructure that can facilitate interoperability between or among different systems, processes, and other information resources, including different identity management systems. Digital objects are networked objects that are named by digital object identifiers and instantiated by an infrastructure service ...
LRTV Custom TV
BT's Openreach Has High Hopes for Long-Reach VDSL

11|11|16   |   06:04   |   (0) comments


Peter Bell, Network Portfolio CIO at BT's access business Openreach, talks about the operator's trial of a new broadband access technology called Long Reach VDSL.
Upcoming Live Events
December 6-8, 2016, The Westin Excelsior, Rome
May 16-17, 2017, Austin Convention Center, Austin, TX
All Upcoming Live Events
Infographics
Hot Topics
AT&T Debuts DirecTV Now on New Video Platform
Mari Silbey, Senior Editor, Cable/Video, 11/28/2016
Apple Seeds 5G? Seeks 'Multi-Gigabit' Chip Designer
Dan Jones, Mobile Editor, 11/30/2016
Altice Plans FTTH for Entire US Footprint
Iain Morris, News Editor, 11/30/2016
Altice FTTH Bill Could Hit Almost $9.6B in US
Iain Morris, News Editor, 12/1/2016
Samsung Bows to Investors, Considers Revamp
Iain Morris, News Editor, 11/29/2016
Like Us on Facebook
Twitter Feed
BETWEEN THE CEOs - Executive Interviews
Eyal Waldman, CEO of Mellanox Technologies, speaks to Steve Saunders, CEO of Light Reading, for an exclusive interview about the 100 GB cable challenge, cybersecurity and much more.
Join us for an in-depth interview between Steve Saunders of Light Reading and Alexis Black Bjorlin of Intel as they discuss the release of the company's Silicon Photonics platform, its performance, long-term prospects, customer expectations and much more.
Live Digital Audio

Even when there's a strong pipeline of female talent in the comms industry, it tends to leak all the way to the top. McKinsey & Company says women experience pipeline leakage at three primary points: being unable to enter, being stuck in the middle or being locked out of the top. Each pipeline pain point presents its own challenges, but also opportunities to stop the leak. Wireless operator Sprint is making a conscious effort to improve its own pipeline from new recruits to the C-suite, and it wants the rest of the industry to do the same. In this Women in Comms radio show, WiC Board Member and Sprint Vice President of Enterprise Sales Nelly Pitocco will give us her take on the industry's pipeline challenges. Pitocco, who joined Sprint in May and has spent 20 years in the comms industry, will also offer solutions, share how Sprint is tackling the challenge within its own organization and take your questions live on air.