& cplSiteName &

Ruckus Takes On HP With Cloud WiFi Services

Sarah Thomas
4/15/2014
100%
0%

Ruckus Wireless is challenging HP's recent foray into enterprise WiFi management with a cloud-based platform of its own, designed to virtualize the WLAN controller and help small businesses monetize WiFi.

Ruckus Wireless Inc. (NYSE: RKUS) introduced its cloud-based Smart WiFi Access Management Service, SAMS for short, on Tuesday, two weeks after HP Inc. (NYSE: HPQ) showed off its version, the Cloud Network Manager, at Interop. (See HP: Here's How We Can Cut WiFi Costs and HP Beefs Up Its SDN Portfolio.)

What Ruckus is pitching is a way for small businesses to manage and monetize the access points they have deployed from the cloud, saving them the expense of deploying controllers and servers to manage the WiFi locally. Salah Nassar, Ruckus's senior manager of product marketing, explains that what makes it unique is not just the ability to manage WiFi from the cloud, but also to monetize it through collecting analytics and layering on custom services.

With SAMS, any new ad or service can be created and managed via a basic web portal, but it starts with analytics. Either working with a Ruckus channel partner or their own IT staff, a venue can track information on their customers WiFi usage -- their ages, device types, gender, duration of sessions, etc. -- and adjust their offer accordingly. (See Ruckus Brings Analytics to WiFi.)

For example, they could require customers to view a targeted ad before logging on to WiFi or authenticate them through Facebook or Twitter or, if they so choose, limit their length of session, bandwidth consumption, or the content they can access based on their usage patterns.

The platform does, of course, require the business to have Ruckus APs in place. The company is offering SAMS through channel partners on a yearly subscription basis for $265 per access point or $180 if the location is using local WLAN management.

So how is this different than HP's Cloud Network Manager or other competing cloud offerings? Nassar says it's the services angle. HP's platform provides AP management, but stops short at helping the venue monetize their WiFi investment. That's what Ruckus aims to do with SAMS.

That's the differentiator that Ruckus is pitching, but Ovum Ltd. analyst Daryl Schoolar says the big deal about its announcement is simply that it simplifies network management by hosting the network controller. This is still a relatively new transition for WiFi companies to be making. The revenue potential is just a value-add, he says.

"I think it fits well with operations that need to support multiple sites, but don't have a major IT budget or headcount," he tells Light Reading. "I can see this being used by a restaurant chain trying to support six to 12 locations."

While telecom service providers are big customers for Ruckus, Nassar says this is the type of WiFi service they are looking to manage and provide on their own. That's why it's focusing on the smaller guys that might only be able to afford a few APs and can't see the value in buying a controller for so few. Nassar says this is a market both Ruckus and network operators haven't really addressed in the past. (See Ruckus Scores 22 New SP Customers in Q4.)

"Those guys really like the cloud solution and tend to be on the lower end," he says of small businesses. "There are some customers on the higher end that don’t care if it's in the cloud or on site because it's a managed service but then it's up to our resellers providing the managed service to decide what's best for them."

— Sarah Reedy, Senior Editor, Light Reading

(7)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
Mitch Wagner
50%
50%
Mitch Wagner,
User Rank: Lightning
4/16/2014 | 4:31:48 PM
Re: Cloud or local?
SarahReedy - True. While public venues are moving away from asking people to pay for WiFi, they're looking for other ways to monetize the service. 
Sarah Thomas
50%
50%
Sarah Thomas,
User Rank: Blogger
4/16/2014 | 12:00:38 PM
AT&T & BK
Here's another example today: AT&T is providing WiFi as a managed service to Burger King: http://www.lightreading.com/mobile/carrier-wifi/atandt-strikes-a-whopper-wifi-deal-at-bk/d/d-id/708681 Didn't really go into a services angle, but that could be the next step.
Sarah Thomas
50%
50%
Sarah Thomas,
User Rank: Blogger
4/15/2014 | 6:20:24 PM
Re: Cloud or local?
I imagine it will remain free (or there would be a lot of backlash), so this gives them other ways to monetize it -- ads, landing pages, targeted offers, data collection, etc. I think there's already a lot of interest in that.
Mitch Wagner
50%
50%
Mitch Wagner,
User Rank: Lightning
4/15/2014 | 5:33:51 PM
Re: Cloud or local?
I wonder whether monetizing WiFi will prove attractive. Many retail businesses seem to be moving to free WiFi to attract customers. 
Sarah Thomas
50%
50%
Sarah Thomas,
User Rank: Blogger
4/15/2014 | 2:38:43 PM
Re: Cloud or local?
Yeah, Cicso has a big play here, as does Aruba. Ruckus says they can do it in the cloud, local, or some combination therein depending on what the particular venue or company wants. They will, of course, still have APs on site though.
lanbrown
50%
50%
lanbrown,
User Rank: Light Sabre
4/15/2014 | 2:34:28 PM
Re: Cloud or local?
A WLC is not required unless you are either using lightweight AP's or plan on having more than one AP.  If you use an autonomous AP then you have no need for a controller as the AP is performing all of the functions.

 

A controller is not that much money and even with a cloud offering, you still need equipment on-site unless 100% of the traffic is going to be tunneled out to the cloud which for a business like a coffee shop would not be an issue.

 

Even the heavyweights like Cisco are moving to a decentralized controller but their method also keeps the advantage of having a local controller.  Cisco is moving the controller into the switch but you can still use an upstream controller to control all of those switches with a built-in controller.

 

With a cloud based controller you still need a gateway and/or switch.

 

Cisco also has the Merkai cloud based solution.
Sarah Thomas
100%
0%
Sarah Thomas,
User Rank: Blogger
4/15/2014 | 10:37:33 AM
Cloud or local?
Cloud WiFi is an interesting trend. I think it makes sense for a lot of small companies like neighborhood coffee shops that are expected to have free WiFi but can't pay for local WLAN control. Larger companies may not be so interested in outsourcing their WiFi management, so having the flexibility to choose cloud, local, or some combo therein will be important.

Operators are still figuring out how to control their own APs, so I'm not sure how far along they are in offering managed services like this to enterprises.
Educational Resources
sponsor supplied content
Educational Resources Archive
From The Founder
Download our complete guide to de-risking NFV deployment in 2016, including:
  • An eight-step strategy to deploying NFV safely, based on input from the companies that have already started virtualizing their production networks.
  • Interviews with leading executives at Colt, AT&T, Deutsche Telekom, Cisco, Nokia, ZTE, Ericsson and Heavy Reading.
  • Flash Poll
    Live Streaming Video
    Prepping for the Future: Upskill U Explained
    During this short kick-off video, Doug Webster, Vice President of Service Provider Marketing, Cisco, and Light Reading’s CEO & Founder Steve Saunders give an overview of Upskill U.
    Telecom Innovators Video Showcase
    Atrinet's NetACE – Migration to NFV & SDN With NetOps-Driven LSO

    5|4|16   |     |   (0) comments


    At Atrinet's headquarters, Ray Le Maistre sits down with Roy Silon to get an in-depth look into the company's focus and the secret recipe for their success.
    LRTV Huawei Video Resource Center
    Amsterdam ArenA, Powered by Huawei

    5|4|16   |     |   (0) comments


    Huawei's ICT solutions power the state-of-the-art Amsterdam ArenA, turning it into a smart stadium.
    LRTV Interviews
    Testing When There's No 'There' There

    5|4|16   |     |   (0) comments


    The benefits of SDN/NFV are well known, but the transition comes with some challenges, prominent among them is: how do you test a network that has been abstracted and has the potential to be endlessly reconfigurable? Light Reading was at NFV World Congress in Santa Clara, Calif., where we bumped into Mats Nordlund, CEO and co-founder of Netrounds, a Swedish ...
    LRTV Interviews
    Ditching the Slash & the Orchestration Wars

    5|3|16   |     |   (2) comments


    SDN and NFV have been inextricably bound with each other for so long that on a conceptual level, smooshing them together into one catch-all phrase – SDNFV – is now justifiable, according to Dan Pitt, executive director of the Open Networking Foundation (ONF). Light Reading spoke to Pitt at the NFV World Congress, where he explained that the next ...
    LRTV Custom TV
    ZTE TV Connect Highlights

    5|3|16   |     |   (0) comments


    ZTE gives us a tour of its booth and new products at TV Connect in London.
    LRTV Custom TV
    Deluxe's Unified Delivery Solution

    5|3|16   |     |   (0) comments


    Join Alan Breznick of Light Reading and visit the Deluxe booth at NAB! Here you'll find Deluxe's Unified Delivery Solution, OTT video, virtual reality, HDR, 4K and much more!
    LRTV Interviews
    Verizon Puts Gray Boxes in the Shade

    5|2|16   |   04:33   |   (1) comment


    When it comes to the white box trend, "gray" boxes, which have a slight proprietary twist, don't give service providers and end users the advantages they're seeking, according to Verizon's Vice President of Product and New Business Innovation Shawn Hakl.
    LRTV Custom TV
    Dealing With a Disrupted Video Market

    5|2|16   |     |   (0) comments


    Ericsson's Simon Frost discusses how traditional pay-TV providers can cope with the big changes wrought by the rise of OTT video and IP technology.
    LRTV Custom TV
    The VNF Responsibility of Red Hat

    5|2|16   |     |   (0) comments


    At MWC, Caroline Chappell of Heavy Reading visits the Red Hat booth and sits down with Chris Wright to talk about the responsibility the VNF needs to take on in order to ensure the operators get the carrier-grade performance they expect for their network.
    LRTV Interviews
    AT&T Expert on the Key Pillars of UC

    4|29|16   |   03:58   |   (0) comments


    Vishy Gopalakrishnan, AVP of product marketing at AT&T, talks about the three developments that are making unified communications and collaboration secure and reliable for enterprise users.
    LRTV Documentaries
    LRTV Report: Mobile Core Innovation

    4|28|16   |   25:32   |   (0) comments


    Hear from multiple industry experts from Deutsche Telekom, SK Telecom, Heavy Reading, Huawei, Cisco, Ericsson, Nokia, NEC and many more about developments in the mobile core as operators virtualize their IMS and evolved packet core systems and prepare for a 5G world.
    LRTV Huawei Video Resource Center
    NFV World Congress Highlight

    4|26|16   |     |   (0) comments


    The highlight of the NFV World Congress contains exciting telecom news. Join us for an inside look at Huawei's ICT 2020 plan and its latest collaboration with industry leaders.
    Upcoming Live Events
    May 23, 2016, Austin, TX
    May 23, 2016, Austin Convention Center
    May 24-25, 2016, Austin Convention Center, Austin, TX
    September 13-14, 2016, The Curtis Hotel, Denver, CO
    December 6-8, 2016,
    June 16-18, 2017, Austin Convention Center, Austin, TX
    All Upcoming Live Events
    Infographics
    A new survey conducted by Heavy Reading and TM Forum shows that CSPs around the world see the move to digital operations as a necessary part of their overall virtualization strategies.
    Hot Topics
    WiCipedia: Woman Cards & Bitch Switches
    Sarah Thomas, Director, Women in Comms, 4/29/2016
    Amazon AWS Reports $2.6B Quarterly Revenue, Up a Colossal 64%
    Mitch Wagner, West Coast Bureau Chief, Light Reading, 4/28/2016
    Sprint CEO: Our Spectrum Is for 5G
    Dan Jones, Mobile Editor, 5/3/2016
    Amazon & Other 'Big 4' Cloud Providers Crushing Competitors
    Mitch Wagner, West Coast Bureau Chief, Light Reading, 4/29/2016
    FCC Poised to Re-Regulate Wholesale Access
    Carol Wilson, Editor-at-large, 4/28/2016
    Like Us on Facebook
    Twitter Feed
    BETWEEN THE CEOs - Executive Interviews
    In this latest installment of the CEO Chat series, Craig Labovitz, co-founder and CEO of Deepfield, sits down with Light Reading's Steve Saunders in Light Reading's New York City office to discuss how Deepfield fits in with the big data trend and more.
    Grant van Rooyen, president and CEO of Cologix, sits down with Steve Saunders, founder and CEO of Light Reading, in the vendor's New Jersey facility to offer an inside look at the company's success story and discuss the importance of security in the telecom industry.
    Animals with Phones
    Sloth Mail Click Here
    Sloth mail -- somehow even slower than snail mail.
    Live Digital Audio

    Of all the tech companies in the Valley, Intel has made the most aggressive commitment to building a diverse and inclusive workplace culture. It's doing so by taking concrete, measurable steps, making a large financial investment and through a commitment to complete transparency about its progress. In this radio show, WiC Director Sarah Thomas will be joined by Shlomit Weiss, Intel's Vice President, Data Center Group, and General Manager of Networking Engineering, who will share with us why Intel is tackling this huge challenge, how and to what effect. She will also discuss her unique experiences leading development of Client SOC development in the past and today leading development of all of the chipmaker's silicon hardware for networking IPs and discrete devices and managing a team of 600 engineers across Israel, Europe and the US.