Light Reading
Based on initial deployment in North Carolina, Frontier sees a new role for WiFi as part of an SMB service bundle that can be monetized.

Frontier Sees WiFi as SMB Differentiator

Carol Wilson
8/25/2014
50%
50%

After successfully deploying WiFi on a broad scale at the American Tobacco Campus (ATC) in Durham, N.C., Frontier Communications is now taking a different approach to selling the wireless service, focused more on helping its business customers monetize WiFi as part of a larger business strategy and offering tools to help that happen.

Speaking at Adtran Inc. (Nasdaq: ADTN)'s analyst/press event earlier this month, Dennis Bloss, the carrier's VP/GM North Carolina, explained how Frontier Communications Corp. (NYSE: FTR) set up the WiFi system based on Adtran's Blue Socket technology for both the ATC campus and the Durham Bulls' baseball stadium, located with the ATC in the American Tobacco Historic District -- a large downtown entertainment area built where Lucky Strike cigarettes were once produced.

The deployment, which is fed by a 1Gbit/s pipe into Frontier's core network, provides managed WiFi access for the public spaces of the district, as well as pervasive WiFi coverage of the Bulls' stadium that lets virtually all of the potential 9,000 spectators be online at once.

It faced multiple engineering challenges -- namely, avoiding interference with as many as 75 businesses using their own WiFi networks at the edge of the ATC, and making sure not to become a free source of access for the businesses in an on-campus incubator.

The latter requirement means constantly monitoring the systems to detect persistent activity by a single user, and then responding by either shutting down that user or, more likely, just slowing down the access to make it less attractive, Bloss said. By providing that level of service, as well as technical support through Adtran's ProCloud service, Frontier is delivering more of a business WiFi product.


Read more about carrier WiFi strategies on the carrier WiFi section of our mobile site, where we look at both carrier and vendor news.


Frontier is now looking at how WiFi can be bundled with other managed services, for example as part of an Ethernet service package, so that smaller businesses can use WiFi connectivity to enhance their services as well. The more professional managed services approach can be a differentiating factor for Frontier, as it faces increasingly intense competition from cable and others for SMB business, Bloss said in a Q&A moderated by Light Reading.

The Bulls are still working on a variety of options for monetizing their WiFi network, including publicizing concession specials, alerting patrons to shorter lines and streaming video replays to WiFi users as well.

Getting involved with ATC and the Bulls has helped Frontier to significantly raise its profile and cement its brand name in the region, where it acquired the local footprint as part of the Verizon Communications Inc. (NYSE: VZ) deal. Few people had heard of Frontier prior to this connection, Bloss admitted.

— Carol Wilson, Editor-at-Large, Light Reading

(13)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View
Page 1 / 2   >   >>
brooks7
50%
50%
brooks7,
User Rank: Light Sabre
8/26/2014 | 9:27:56 AM
Re: Puff puff
https://www.linkedin.com/company/outhouse-apps-llc

seven
mendyk
50%
50%
mendyk,
User Rank: Light Sabre
8/26/2014 | 8:39:33 AM
Re: Puff puff
Carol will testify that I'm full of ... ideas like the Out House app. Let's hope someone from Frontier has a computer and reads our message board. I smell an Employee of the Month award for that fortunate person.
kq4ym
50%
50%
kq4ym,
User Rank: Light Sabre
8/26/2014 | 8:37:04 AM
Re: Puff puff
That might be a teriffic way to get some PR going. The outhouse app would probably go viral just from the publicity generated as Frontier gets it's brand out there riding along with that and other stadium event apps.
Mitch Wagner
50%
50%
Mitch Wagner,
User Rank: Lightning
8/25/2014 | 8:50:46 PM
Bull
Will Crash Davis add free wifi to the list of things he believes in?
mendyk
50%
50%
mendyk,
User Rank: Light Sabre
8/25/2014 | 3:57:51 PM
Re: On a bit more serious note
What's stumping me a bit is the "monetization" aspect. In this specific case, Frontier seems to be focused on brand-building, which makes sense given the details in Carol's story. But unless this is a must-have service from the SMB's point of view -- and therefore something they'd be willing to pay for -- I don't see how an operator can make money off this kind of managed service.
brooks7
50%
50%
brooks7,
User Rank: Light Sabre
8/25/2014 | 3:45:46 PM
Re: On a bit more serious note
Dennis,

I get the "Hey you can offer free WiFi" thing that the cable guys are doing.

I also concur that the cheapest is the best.

I also get that this is an article about an interesting idea for telcos sort of.  That is that this is not a new service except the managed service bit of it.

To me the notion that WiFi is big is not the news. It is the managed service offering.  Seems to me that a wireline only company like Frontier would copy the cable guys here.  Not like they are going to buy Tmobile or Sprint (well maybe Centurylink will - that actually seems quite sensible to me...).

 

seven
mendyk
50%
50%
mendyk,
User Rank: Light Sabre
8/25/2014 | 2:34:55 PM
Re: On a bit more serious note
For the site owner, I would guess the better strategy is the one that brings in more revenue with the least amount of expense. Antenna siting could work but it would depend on a list of variables, including maybe local ordinances and basestation security costs. Cable companies are finding a lot of willing SMB partners for Wi-Fi just because it's a simple value proposition.
brooks7
50%
50%
brooks7,
User Rank: Light Sabre
8/25/2014 | 2:24:30 PM
On a bit more serious note
 

Carol/Dennis,

I get it from Frontier's standpoint.  Not sure I see much other than free WiFi but hey that's me.

But here is my question:  If I were the Bulls, would I be better off renting out Lightpole space for Cellular Antenna locations?  In this case, what does WiFi give that I can't get from 4G?  Off network bandwidth that doesn't count against my cap?

seven

 
mendyk
50%
50%
mendyk,
User Rank: Light Sabre
8/25/2014 | 1:58:30 PM
Re: Puff puff
The restroom app can be called the Out House. Feel free to pass that along.
Carol Wilson
50%
50%
Carol Wilson,
User Rank: Blogger
8/25/2014 | 1:46:03 PM
Re: Puff puff
Actually, I thought one obvious usage would be wait times at the bathroom, but maybe that's just for the female fans. 

There are also ways to actually order concessions, and in some places, they will deliver them to your seat. 

I don't think folks decide to go to a baseball game based on the free WiFi, but if it enhances the experience, they will go more often. 
Page 1 / 2   >   >>
Educational Resources
sponsor supplied content
Educational Resources Archive
Flash Poll
From The Founder
Is your network built on 'The Old IP,' or are you part of 'The New IP' revolution?
LRTV Huawei Video Resource Center
Innovating Access Technology With G.fast

10|1|14   |   3.42   |   (0) comments


Exploring the potential of G.fast technology from the point of view of the Broadband Forum, Huawei – and an end-user.
LRTV Documentaries
A Cultural Shift for an OTT World

9|26|14   |   01:41   |   (3) comments


Telcos need to embrace a new approach to partnerships if they are to generate extra revenues quickly and give customers what they want.
LRTV Documentaries
New Skills Needed as Telecom, IT Collide

9|26|14   |   4:07   |   (1) comment


As telecom and IT collide, new technologies are emerging, new skills are needed and new opportunities for women are arising.
UBB Forum News
Do IP Networks Need An Overhaul?

9|25|14   |   02:01   |   (0) comments


As traffic levels ramp, do IP networks need new technologies and topologies?
LRTV Documentaries
Sprint Wields Its Influence in the Valley

9|25|14   |   3:09   |   (11) comments


Anne-Louise Kardas, Sprint's connection to startups in the Valley, explains how telcos can be innovative and find new opportunities with partners.
LRTV Documentaries
SDN, NFV & The Future of XO's Network

9|25|14   |   3:47   |   (1) comment


XO Communications COO Don MacNeil explains how cloud, SDN and NFV are altering its network requirements as well as changing data centers of the future.
UBB Forum News
The OTT Conundrum

9|24|14   |   01:39   |   (0) comments


What is holding back prosperous partnerships between telcos and the OTT players?
LRTV Documentaries
Putting Broadband to Work

9|24|14   |   01:26   |   (0) comments


High-speed broadband network rollout is key to telco strategies, but it's what happens after the network is built that counts.
Light Reedy
Light Reading's Women in Telecom Recap

9|24|14   |   0:55   |   (4) comments


Our first Women in Telecom breakfast was a huge success, and we hope you'll join us in London for the next event on November 6.
UBB Forum News
Monetizing Ultra-Broadband

9|24|14   |   01:43   |   (2) comments


Ultra-broadband networks need to be built, with fiber-to-the-premises the ultimate goal, but they need to be monetized, too.
LRTV Huawei Video Resource Center
Sales Director of INIT on Plug & Play Switch Devices

9|19|14   |   3:21   |   (0) comments


INIT Italy uses both the Huawei S5700 and S7700 series switches for the campus LAN environment. Sales Director Andrea Curti says their company chose these Huawei devices over others because of their performance, flexible scalability and plug-and-play features.
LRTV Huawei Video Resource Center
Saudi Arabia Upgrades Vocational Training System

9|19|14   |   3:31   |   (0) comments


The Technical and Vocational Training Corporation (TVTC) has 100,000 students, 150 government-owned institutions and oversees 1000 private institutes. The CIO of TVTC explains that Huawei devices have allowed them to manage multiple datacenters using just one software program, scientifically tracking the progress of students and teachers, saving them millions.
Upcoming Live Events
October 29, 2014, New York City
November 6, 2014, Santa Clara
November 11, 2014, Atlanta, GA
December 2, 2014, New York City
December 3, 2014, New York City
December 9-10, 2014, Reykjavik, Iceland
June 9-10, 2015, Chicago, IL
Infographics
Half of the world's population will be connected to the Internet by 2017, but not just by smartphones and desktops.
Hot Topics
Facebook Pokes Around LTE Direct
Sarah Reedy, Senior Editor, 9/25/2014
Is Redbox Instant Shutting Down?
Mari Silbey, Independent Technology Editor, 9/30/2014
Sprint Wields Its Influence in the Valley
Sarah Reedy, Senior Editor, 9/25/2014
US Ignite Cultivates Gigabit Apps
Jason Meyers, Senior Editor, Utility Communications/IoT, 9/25/2014
SoftBank Eyes a DreamWorks Buy – Report
Sarah Reedy, Senior Editor, 9/29/2014
Like Us on Facebook
Twitter Feed