Carrier Wi-Fi Services

Wi-Fi Value Add – Location Based Services (LBS) and Advertising

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Project information

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.


Location, end-user device, analytics, RSSI, MAC Address, Probe, business case, geofencing, Wi-Fi coverage

Business objectives

  • Identify the business opportunities and challenges for LBS and advertising
  • Foster the deployment of LBS and advertising


  • Opportunities for operators and various venues for Indoor Wi-Fi based analytics, including the use cases that will support and benefit from a standardize LBS analytics. Provide a guideline for an end-to-end system enabling the Wi-Fi based analytics solution. Develop minimum set of requirements. Identify the gaps for standard based solutions. Specify the systems behavior with its components. Field trials based on this set of standards that differentiate from other efforts in the Industry
  • Leverage the previous WBA work on LBS over Wi-Fi. Identify the market opportunities and related Use Cases that justify the development of a standardization of a minimum set of requirements for AP Interfaces for LBS analytics over Wi-Fi, based on geographic outreach and criticalness
  • Identify the challenges for an industry standardization or recommendation of device based LBS over Wi-Fi metrics measurement. Also, analyse industry standardization items addressing Emergency related topics