In light of rapid growth in WiFi usage, it is imperative that South African service-orientated businesses look at incorporating WiFi as a service to their customers in order to remain competitive or gain advantage.
Globally, 45% of total GSM smart device traffic was offloaded on to terrestrial networks via WiFi in 2013, according to data from Cisco. In addition to this, Informa estimates that by 2015 there will be 5,8-million public hotspots worldwide – that’s 350% growth since 2011.
Craig Medefindt, national sales manager at FastNet, says “WiFi is the current buzz word, internationally and locally.”
Trends indicate that WiFi connectivity for smart devices is becoming a ‘given’ in the hospitality industry.
“It is naïve to think that free WiFi should be limited to a specific sector because it is relevant to any service orientated business,” he says. “Hospitality has embraced the tech, however banks, motor industry, large retail and even medical services are all entering the space of providing some element of free WiFi to their customers.”
If a business has a waiting area designed for customers pending the conclusion of a service, then WiFi provides the perfect distraction, says Medefindt. “Adding to that, advantages of enticing customers; stay longer, spend more and being happier all while on your premises. It can even result in return visits and increase in brand loyalty.”
The main reason for the growth in WiFi usage is related to the increasing adoption of WiFi enabled devices – adoption of both tablets and smartphones now exceed laptops, says Medefindt. “These devices, while connected to your WiFi, can provide a new way to touch your consumers.
“Offering a free to customer WiFi platform, can provide customer landing pages, unique adverting and even run specific promotional campaigns, all while your customer is sitting in your business, what more could you ask for?
“If you are going to put your brand out there, it is imperative to use the services of a reputable provider with a proven track record in both installing and maintaining what will be your WiFi brand offering. Add to that, a good provider will help to ensure security of the access point and continuity of the service,” he says.
