I took away five key messages from the conference:
1.
Roaming and Integration Are the Next Big
Thing: Everyone is excited by the Next Generation Hotspot (NGH)
initiative that allows users to seamlessly roam across Wi-Fi networks locally
or around the world. The rollout of NGH will also allow mobile devices to
simply roam from the cellular network onto Wi-Fi hotspots using a secure
connection. Recent customer research
from Cisco IBSG confirms the pent-up user demand for this capability. Eighty-five
percent of people stated that seamless transfer between networks was important
to them, and there was an average level of interest of 3.3 out of 5 for Wi-Fi
roaming.
2.
Mobile vs. Wi-Fi Is Dead: The question is no longer which
is better—mobile or Wi-Fi. The future is now seen as a true marriage between
the two access networks. In fact, Korea Telecom talked about how they are
creating an “ABC” solution—“always best connection.” KT, along with other operators, is developing
solutions that select the best network for the location, device, and
application, and make seamless handoffs between LTE and Wi-Fi. KT remarkably
showed how it is currently seamlessly transferring video streaming and file-transfer
sessions with customers between its two networks in South Korea.
3.
Small Cells: Smaller
licensed cellular and Wi-Fi cells are now seen as fundamental to the next
generation of mobile networks to significantly increase mobile capacity to meet
explosive customer demand. Unlike macro cells, small cells can also be cost-effectively
deployed in homes, businesses, and key public locations to improve coverage,
ensuring that mobile devices can always be connected to the Internet. In fact,
the 6 million licensed small cells in existence already exceed the total number
of macro cells deployed globally.
4.
Monetization—Beyond Offload: As Cisco
IBSG identified in “Profiting from the
Rise of Wi-Fi,” operators are learning that, while mobile data offload is
important, there are lots of other ways to monetize investments in Wi-Fi. MGM
explained how it is deploying Wi-Fi throughout all of its extensive Las Vegas
properties not only to improve the customer experience, but to drive new value
to the bottom line. Location-based services and targeted messaging and coupons
to guests’ mobile devices delivers a higher ROI to MGM than it can get from Internet
advertising. Similarly, Shaw Communications in Canada described how the
extensive public Wi-Fi network it is building helps them differentiate their
core TV and broadband services and increase their pricing power.
5.
The Wi-Fi Land Grab: Operators
are quickly recognizing that one of the keys to success in building an
effective Wi-Fi network is, as in retailing, “location, location, location.” A
land grab is going on as companies seek to acquire sites in key areas where
people spend their time. Shaw Communications described creative techniques it
is using to gain access to these key locations. Shaw’s bag of tricks includes
everything from listings on Wi-Fi finders to drive traffic to the retailer; advertising;
location-based services; and integrating with its enterprise IT to convince
retailers and owners to site Shaw’s access points at their location.
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