Internet Solutions and AlwaysOn have launched the first of a number of planned carrier-grade WiFi solutions at Cradlestone Mall.
The two companies plan to roll out carrier-grade WiFi nationwide to other key high-density retail environments within the next 12 months, as well as to transport hubs like airports.
According to Hayden Lamberti, business unit manager: enterprise mobility at Internet Solutions, carrier-grade WiFi has the capacity to cope with the large data volumes commonly associated with high-density public locations like malls and transport hubs, while still enabling the consumption of rich media content like video, video chat, VoIP, content sharing, social media and augmented reality.
“Users of carrier-grade WiFi will be able to access rich media content, or data intensive enterprise applications while on the go, in a way that wasn’t previously possible on standard public WiFi.
“For retail environments like Cradlestone Mall, this has the potential to open up a world of immersive, interactive shopping experiences for customers, and it will also allow them to share their experiences online in the most efficient and cost effective manner.
“Business users, on the other hand, will benefit from a high speed, reliable connection back into the company network to conduct faster, more efficient business while on the move,” he adds.
Carrier-grade WiFi networks provide a host of direct, targeted marketing opportunities for shop owners, companies and big brands within these environments.
“This is a new sponsorship and advertising opportunity, and a rich content distribution channel for marketers. As such we expect carrier-grade WiFi to become fully sponsored and therefore free to the end-users,” says Lamberti.
Interest from marketers is set to make this media and content funding model a reality. “With options like paid-for content distribution, free bandwidth for clicking on landing pages, integrated online promotions, and other rich media push advertising opportunities, carrier-grade WiFi networks in retail environments offer a new frontier in consumer engagement.”
The solution also has the potential to change the retail environment, as different technologies can be incorporated to engage consumers, says Lamberti.
“Promo screens can be operated on the fly and updated with real-time information when they are connected to the Internet. This has the potential to create a more interactive public environment for shoppers.”
