Light Reading

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
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.
Educational Resources
sponsor supplied content
Educational Resources Archive
From The Founder
Against the odds, Huawei is growing its telecoms networking equipment business in the US -- that should be ringing some alarm bells for domestic vendors.
Flash Poll
Live Streaming Video
CLOUD / MANAGED SERVICES: Prepping Ethernet for the Cloud
Moderator: Ray LeMaistre Panelists: Jeremy Bye, Leonard Sheahan
Between the CEOs
CEO Chat With Jeff Miller, ActiveVideo

8|28|15   |   19:05   |   (0) comments


Jeff Miller, President and CEO of ActiveVideo, talks to Light Reading founder and CEO Steve Saunders about the impact of virtualization on the TV and video distribution market.
LRTV Huawei Video Resource Center
Vodafone: Mobile Money Is About Customer Trust

8|27|15   |   06.36   |   (0) comments


Light Reading spoke with Vodafone's Ian Ravenscroft about the unique responsibilities and opportunities facing operators handling customers' financial transactions over the network.
Telecom Innovators Video Showcase
Palo Alto Networks on Expanding in the Carrier/Service Provider Market

8|26|15   |   07:54   |   (0) comments


Alfred Lee from Palo Alto Networks tells Steve Saunders about their new chassis-based system, the PA-7080, and how it can benefit service providers compared to legacy firewalls.
LRTV Custom TV
Global Services Forum Preview

8|25|15   |   02:36   |   (0) comments


Light Reading's CEO and Founder Steve Saunders talks about Huawei's upcoming Global Services Forum with the help of Heavy Reading's Patrick Donegan and Teresa Mastrangelo.
Telecom Innovators Video Showcase
Infoblox on DNS Threat Index

8|19|15   |   04:39   |   (0) comments


Dilip Pillaipakam from Infoblox talks to Steve Saunders about his company's core network services.
Between the CEOs
CEO Chat With Ihab Tarazi, Equinix

8|14|15   |   20:18   |   (1) comment


Equinix CTO Ihab Tarazi talks to Light Reading founder and CEO Steve Saunders about the dramatic changes in the data center, cloud and interconnect markets and discusses the impact of SDN and NFV in the coming years.
Telecom Innovators Video Showcase
The Netformx Ecosystem

8|14|15   |   09:39   |   (1) comment


Ittai Bareket, CEO of Netformx, talks with Steve Saunders about the Netformx Ecosystem, which employs cutting-edge prescriptive analytics to help solution providers maximize profits.
Telecom Innovators Video Showcase
Versa Networks on Leveraging VNFs

8|12|15   |   07:37   |   (0) comments


Kumar Mehta, founder and CEO of stealth mode startup Versa Networks, talks with Steve Saunders about how providers can best leverage virtualized network functions (VNFs).
LRTV Custom TV
Transforming the Network Through OPNFV

8|5|15   |   7:09   |   (0) comments


Sandra Rivera, VP Data Center Group; GM Network Platforms Group, Intel Corporation, on OPNFV Arno and how the industry is coming together to accelerate the deployment of NFV and transform the network.
LRTV Huawei Video Resource Center
Huawei ONS Product Demo

8|3|15   |   6:01   |   (0) comments


Huawei shows at Open Networking Summit 2015 in Santa Clara how its SDN and NFV solutions embrace openness.
LRTV Custom TV
End-User or Enterprise Benefits to the New IP

7|30|15   |   04:27   |   (1) comment


Andrew Coward discusses what the New IP means to end users or enterprise customers. He explains compelling reasons, including how every customer can get their own network, from the transformation to the New IP.
LRTV Custom TV
Network Visibility & the New IP

7|30|15   |   02:23   |   (0) comments


Mukund Srigopal provides an explanation of what network visibility is and how it is essential as service providers transition to the New IP. In addition, the importance of the network packet broker is discussed.
Upcoming Live Events
September 16-17, 2015, The Westin Galleria Dallas, Dallas, TX
September 16, 2015, The Westin Galleria Dallas, Dallas, TX
September 16, 2015, The Westin Galleria Dallas, Dallas, TX
September 29-30, 2015, The Westin Grand Müchen, Munich, Germany
October 14-15, 2015, New Orleans Ernest N. Morial Convention Center, New Orleans, LA
November 5, 2015, Hilton Santa Clara, Santa Clara, CA
November 17, 2015, Santa Clara, California
December 1, 2015, The Westin Times Square, New York City
December 2, 2015, The Westin Times Square, New York City
All Upcoming Live Events
Infographics
Cisco's cloud and virtualization portfolio can increase business agility and innovation by building a more flexible network architecture.
Hot Topics
Verizon Hums a Driving Tune
Sarah Thomas, Editorial Operations Director, 8/26/2015
Gogo Approved to Speed Up In-Flight WiFi
Sarah Thomas, Editorial Operations Director, 8/24/2015
Could Market Volatility Hurt Tech IPOs?
Dan Jones, Mobile Editor, 8/24/2015
Sprint's Claure: '3 to 5 Years' to Turnaround
Dan Jones, Mobile Editor, 8/25/2015
Like Us on Facebook
Twitter Feed
September 22, 2015
Media Begins With “Me”
Webinar Archive
BETWEEN THE CEOs - Executive Interviews
Jeff Miller, President and CEO of ActiveVideo, talks to Light Reading founder and CEO Steve Saunders about the impact of virtualization on the TV and video distribution market.
Equinix CTO Ihab Tarazi talks to Light Reading founder and CEO Steve Saunders about data center, cloud and the impact of virtualization in the coming years.
Cats with Phones
Cats Are a Smartphone's Best Friend Click Here
Whoever said cats didn't live to please their humans?