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Time to Monetize Cable WiFi

Alan Breznick
8/31/2015

Has the time come for cable operators to start making some real money off WiFi? You bet it has.

With the US cable industry having set up nearly 12 million WiFi access points throughout the nation, there are now plenty of hotspots in place for operators to take financial advantage of their still-growing wireless assets. Indeed, Comcast Corp. (Nasdaq: CMCSA, CMCSK) alone has now deployed more than 10 million WiFi hotspots, while Cablevision Systems Corp. (NYSE: CVC) has deployed more than 1.1 million hotspots just in the greater New York metro area.

Yet, with the notable exception of Cablevision's fledgling WiFi-first talk, text and data service, Freewheel, no major US MSO has really attempted to monetize WiFi yet. Instead, cable operators largely offer WiFi as an extension of their wireline broadband services for either little or no extra cost to customers. And, even though WiFi's popularity is soaring, operators largely do not promote WiFi as an alternative or replacement for the cellular services of their telco rivals. (See Cablevision's New WiFi Try – Freewheeling Enough?)

Of course, there are good technical reasons why most cable operators haven't gone to town with WiFi just yet. Unlike cellular service, cable WiFi is generally not considered quite ready for prime time. But, thanks to the standards-making efforts of groups like the Institute of Electrical and Electronics Engineers Inc. (IEEE) , Wireless Broadband Alliance and Wi-Fi Alliance , cable WiFi is getting closer to carrier-grade WiFi every day. (See Time Warner Cable Whips Up More WiFi.)

Plus, consumer interest in a WiFi-first service is strong and growing. In a study conducted for Amdocs Ltd. (NYSE: DOX) earlier this year, Linx-IE Market Research Corp. found that 66% of consumers surveyed across the globe, and a whopping 77% of US and Canadian consumers, would consider replacing their current mobile/cellular plan with a WiFi-first offering if that offering were up to snuff.

"Only 10% of North Americans said never," noted Uri Gurevitz, director of market insight and strategy for Amdocs. The study surveyed 4,000 "digital consumers" in 11 nations around the world, including the US, Canada, UK, France, Germany, Brazil, Russia and Singapore. (See Amdocs: Pay-TV Can Play With OTT.)


Need to know more about the opportunities and challenges posed by cable WiFi? Then check out the agenda for Light Reading's breakfast seminar, Winning With WiFi: How Cable Operators Can Optimize & Monetize Their WiFi Networks, October 14, 2015, at the New Orleans Ernest N. Morial Convention Center, colocated at Cable-Tec Expo.


In particular, US and Canadian respondents said they'd consider making the switch if the WiFi service offered the same access and coverage as their existing mobile Internet plan. Many respondents also said they'd consider a change if their main usage were Internet-related, not voice-related. Pricing lagged behind these and other key network factors.

"Definitely pricing is important," Gurevitz said. "But network quality is more important. Price becomes a very distant third, fourth or fifth."

It seems pretty clear, then, that the potential for monetizing WiFi is there. More than anything else, it may now just be a matter of crafting the right business plan.

Over the next couple of months, Light Reading will be delving more into these and related issues through a series of blog posts, webinars and events. First up, the two upcoming blog posts, sponsored by Amdocs, will focus on strategies for upgrading to carrier-grade WiFi and making money off the service. Then, our September 16 webinar, "WiFi First or Second?" --- sponsored by Aptilo Networks AB , Arris Group Inc. (Nasdaq: ARRS) and Cisco Systems Inc. (Nasdaq: CSCO), and produced in partnership with the National Cable Television Cooperative Inc. (NCTC) -- will look at how smaller cable operators can make WiFi investments pay off.

Finally, our October 14 breakfast roundtable event at SCTE Cable-Tec Expo in New Orleans, "Winning with WiFi" -- sponsored by Alcatel-Lucent (NYSE: ALU), Amdocs, NetScout Systems Inc. (Nasdaq: NTCT) and Viavi Solutions Inc. (a spinoff from the old JDSU), and produced in partnership with the Society of Cable Telecommunications Engineers (SCTE) -- will tackle the challenges of optimizing and monetizing cable WiFi networks.

So watch for all these upcoming blog posts and events and join the evolving discussion. Because the time for cable to start making real money off of WiFi has come.

— Alan Breznick, Cable/Video Practice Leader, Light Reading

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kq4ym
kq4ym
11/9/2015 | 4:26:08 PM
Re: I see the Future
With 10 million hotspots it's probably not going to be long before customerss select wifi as the way to access the network, and not too much later the cable companies will jump on the chance to charge a bit for the servide and put some money into their pockets without too much effort I would guess.
jeremy
jeremy
10/29/2015 | 7:02:36 PM
Informative
Hello  Alan,

 

This is really informative, thanks for the share.

I think I'll sign up for the next webinar.


Regards,

jeremy
kq4ym
kq4ym
9/12/2015 | 7:49:04 PM
Re: Perhaps
It almost seems a no brainer that "77% of US and Canadian consumers, would consider replacing their current mobile/cellular plan" if they could save a few bucks and get same or better service. And those companies will surely find a way to hook us on plans that promise lower cost...but eventually those costs can be expected rise.
JulienOrmidal
JulienOrmidal
9/3/2015 | 5:34:04 AM
Re: Webinar reg link
Hey Alan,

 

Thanks for the webinar, I guess I'll sign up for it !

Regards
alanbreznick
alanbreznick
9/2/2015 | 9:24:17 AM
Re: Economics + technology = Success
Hey, thanks for your post. Sounds like we should talk. Can we set up a chat?

Alan

  
alanbreznick
alanbreznick
9/2/2015 | 9:22:49 AM
Webinar reg link
Hi, folks. Here's the registration link to that Sept. 16 Webinar I mentioned: http://www.lightreading.com/webinar.asp?webinar_id=462

 

Alan
tmc8080
tmc8080
9/1/2015 | 4:52:18 PM
Re: Perhaps
If the concept is to continue to expand wifi to get subscribers "HOOKED" and then start CHARGING a premium (hey, look at how many millions of hotspots we have to maintain & keep up to date) say, $5, then $10 and so on... that WILL backfire..

WIFI is NOT the ATM business, nor is it the CELLPHONE business... consumers are expected to have a decent value and return on broadband infrastructure.. but to begin Dollar Dinging customers will not pan out the way greedy wall street tycoons have schemed about when they wanted to put caps and overages on wired broadband..

 



tmc8080
tmc8080
9/1/2015 | 4:52:13 PM
Re: Perhaps
If the concept is to continue to expand wifi to get subscribers "HOOKED" and then start CHARGING a premium (hey, look at how many millions of hotspots we have to maintain & keep up to date) say, $5, then $10 and so on... that WILL backfire..

WIFI is NOT the ATM business, nor is it the CELLPHONE business... consumers are expected to have a decent value and return on broadband infrastructure.. but to begin Dollar Dinging customers will not pan out the way greedy wall street tycoons have schemed about when they wanted to put caps and overages on wired broadband..

 



CEO&Chai78815
CEO&Chai78815
9/1/2015 | 4:54:30 AM
Economics + technology = Success
There is no question that the time has come for Wi-Fi. The reason is an extremely fertille marriage of compelling economics (an order of magnitude more cost efficient infra than mobile) and outstanding advances in Wi-Fi technology both on the network & device sides. Massive use of public Wi-Fi is inevitable if you connect the dots.

For more also watch Wi-Fi NOW TV (that I'm hosting) on RCR Wireless News. It's every week Thursday at 20.00 CET and we'll be covering Wi-Fi First, and much more.

See you there! :)
jeff@wnsinnov.com
[email protected]
8/31/2015 | 6:50:27 PM
SpectrumMax WiFiMobile First
We provide a cloud based WiFi / Cellular integration that enables a seamless white label WiFiMobile First platform for Cable Operators.  Sets WiFi as the first choice and then looks for cellular (LTE) only when WiFi is not available.  Cable is in the best position to leverage as they have a superior broadband presence (deep fiber and wifi), an existing Voice over Docsis service and a large customer base that can save significantly on their mobile bills.  A similar value proposition to when cable rolled out their triple play bundles.  Ie switch to WiFiMobile First and save $30-$50 per month on your monthly mobile bill.  Even more for a family and another reason to retain the millennials that are cutting and shaving the cord.  You can download a white paper here>  http://cablenable.com/media/SpectrumMAX_whitepaper_high_MLL_072815.pdf

Or Search "Cablenable" |"SpectrumMax"

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