With carrier-grade Wi-Fi emerging as the preferred access solution in many buildings and venues, carriers are expected to leverage their Wi-Fi networks to gain traction for indoor Location Based Services (LBS). They will also partner with indoor location providers to offer value-added services to existing retail clients. Public venue Wi-Fi is now a hot topic, and carriers and vendors are aggressively working on LBS solutions.
Across the retail, hospitality, service, leisure, and transport sectors, Wi-Fi has been deployed by venue and network owners as a means of improving the customer experience and increasingly, driving customer engagement and behavioural insights.
Outcomes / Target Audience
Driven by the needs of the operators, WBA, leveraging its earlier work on LBS in 2015 and new industry developments to study how to address identified issues and explore the creation of a reliable, scalable and standard based solution available to the industry.
The paper “Wi-Fi: Value Add and Advertising” explores the value-added use cases of Wi-Fi advertising and location services, to help service providers to capitalise on their Wi-Fi networks. The report also highlights and includes case studies of operators and organisations exploiting this technology today serving as an example to the industry.