How do you Generate Value

Free WiFi
Free Wi-Fi has moved from a niche perk to a must have service for many businesses as customers now expect to be able to access the internet from anywhere.
In some industries, free Wi-Fi has become a controversial concept, seen as a magnet for moochers and mickey takers that is not worth the hassle.
It is natural for businesses to be sceptical about providing a “free” service however with the right deployment there are several ways that businesses can derive value from their Wi-Fi offering.

Why Is Your Free Wi-Fi Not Delivering Value

Like all services, the provision of free Wi-Fi services is a trade-off between the business and the customer. It is a complimentary service to facilitate or accompany a purchase or an opportunity to market to them in return for access.
Simply put, the businesses complaining about the abuse of their Wi-Fi either have not got their offering configured in a way that benefits them, or have failed to put reasonable controls in place.

How To Get Value

Like all services, the provision of free Wi-Fi services is a trade-off between the business and the customer. It is a complimentary service to facilitate or accompany a purchase or an opportunity to market to them in return for access. Simply put, the businesses complaining about the abuse of their Wi-Fi either have not got their offering configured in a way that benefits them, or have failed to put reasonable controls in place.

Whilst each business will use free Wi-Fi to interact with their customers in different ways, one or all of the below can be ways to create value for offering free Wi-Fi.

Social/Email Login
Businesses can get value by putting the Wi-Fi behind a barrier that requires them to sign up using their email or social media to login. This is a value trade as now the business has an opportunity to interact with that business via a mailing list or via their social channels.
This can be a powerful way of turning one visit into many and provides an immediate piece of value to the business owner that he can measure.

Landing Page
Once visitors log in to your page they are taken to a landing page, this can be branded and filled with special offers, creating a selling opportunity even for those just passing by.

Time Limits
Rather than reducing the spend of customers, putting time limits on the Wi-Fi usage can increase revenue. An initial period can be programmed and to get more time tokens can be issued either by sales assistants, this can either be on the disgression of staff or linked to a purchase (coffee shops).
This turns access to Wi-Fi into a rewards culture rather than one of expectation. A concept that could be expanded to loyalty schemes. With regular spenders being given unlimited time by default as a perk of their loyalty.

Push Notifications
Wi-Fi can be used to increase revenue by using push notifications, therefore even if someone connects as they are passing by they can get a promotional message or offer of a discount.

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