June 2003
Optimizing Wi-Fi Hot Spot Revenues
BY HAAKON BRYHNI
Wireless hot spots have grown to be one of the most popular topics in the
communications industry. Research firm IDC predicts wireless-enabled
notebooks will grow from 35 percent of all mobile PC sales in 2003 to 96
percent in 2006 and that laptop sales will outpace desktop PC sales by a
ratio of 2 to 1 during the next four years. With Wi-Fi becoming a standard
feature in nearly every mobile computer and millions of users already
discovering the advantages of untethered access, a variety of service
providers are looking for ways to capitalize on this rapidly growing market.
According to market research firm In-Stat/MDR, the number of wireless hot
spots in the U.S. alone will soar from less than 2,000 locations in 2001 to
more than 41,000 in 2006. This estimate may turn out to be conservative in
light of the announced plans of Cometa Networks (Intel, IBM, AT&T joint
venture) to deploy 20,000 Wi-Fi hot spots by 2004 as well as a Toshiba-Accenture
partnership that plans to deploy up to 10,000 by the end of 2003. These will
add to thousands of existing sites from providers like T-Mobile, in
conjunction with partners such as Starbucks and Borders Bookstores. Wireless
carriers can also cost-effectively use public wireless hot spots to
complement and supplement the rollout of their 2.5G and 3G networks by
targeting areas of high demand.
In addition to these large nationwide footprint approaches, many other
companies, such as hotel chains, cafes, airports, convention centers, etc.,
are looking to capitalize on the Wi-Fi explosion by setting up hot spot
offerings where wireless mobile users are likely to congregate. In many
cases independent operators collaborate with carriers and/or larger service
providers to provide mobile users with a combination of universal access and
high-value local services.
As the Wi-Fi public hot spot industry evolves, the ability of carriers,
service providers, and local operators to generate revenues and create
profitable businesses will depend on the achievement of key objectives,
including:
� Leveraging open standards for optimal deployment flexibility and
scalability.
� Offering local information and services to add value for visiting users
and incremental revenue streams for local operators.
� Integrating standards-based billing mechanisms for efficient revenue
capture and seamless interface to existing billing administration
infrastructures.
� Providing transparent support for persistent �single sign-on� sessions as
users move between different wireless access modes.
The Key Role Of Open Standards
The use of open-standards software is critical for successful deployment of
Wi-Fi hot spots that are economical, scalable, and interoperable.
Constrained by tight capital expenditure budgets, carriers and service
providers cannot afford to create completely new Wi-Fi access
infrastructures. Independent operators also need low-cost entry points to
quickly get their hot spots up and running, without over investing before
their revenue streams begin to develop. Software-based Wi-Fi solutions
enable service providers and site operators to leverage standard hardware
platforms and to make use of existing infrastructures.
Software-based Wi-Fi access servers must support open communications
standards, such as IPSEC VPN, SSL, IEEE 802.1x, CDR, XML, etc., to deliver
services and a variety of WAN standards such as T1/E1, ASDL and even ISDN,
to provide backbone connections for individual hot spot sites. The
server-side Wi-Fi software needs to provide �hot spot in a box� capabilities
that can be easily installed on relatively simple hardware platforms, but
can also deliver the scalability needed for large distributed network
environments. This enables both smaller operators and large service
providers to tailor their platforms to meet specific business requirements,
while also providing for future growth and migration paths.
On the user side, it�s vital to maintain simplicity without imposing
undue restrictions or special requirements on the mobile device. Users must
be able to access services and information at any hot spot using standard
Web browsers without needing to either install specialized software or
change the basic configuration of their devices. The hot spot server
software should be able to gracefully handle issues such as log-on,
security, different types of terminals, and client side proxy settings,
without forcing the mobile user to change configurations. The use of
open-standards software can solve these issues at each hot spot and it also
lays the groundwork for interoperability between local operators, national
service providers, and carriers.
Integrating High-Value Local Add-On Services
For many Wi-Fi operators, such as hotels or convention centers, attainment
of business objectives and revenue goals will require integrated delivery of
high-value local services in addition to providing Internet connectivity.
This means that wireless access server software must provide a robust and
adaptable foundation for storing and serving localized information and
applications.
One approach that is gaining wide acceptance among many hotel chains is
the ability to offer high-quality �hospitality printing� services to
authorized hotel guests. Local server software seamlessly checks with the
billing system to assure that the user has paid for access to the premium
services before allowing the job to be processed by the printer. Additional
charges are then automatically posted to the user�s account via the
integrated billing system on an incremental basis. Hotels are thus able to
provide business travelers with a tangible high-value service, while also
creating an easy-to-manage additional revenue stream. This is particularly
important for network operators who require tangible local business cases to
gain acceptance from site owners. When the site owner sees that availability
of Wi-Fi drives customers to their locations, and that they can gain part of
the revenue stream by providing local services such as high-quality public
printing -- it is easy to win attractive Wi-Fi locations for the operators.
Standards-Based Billing Services
The open systems approach also provides efficient integration of billing and
network management within existing infrastructures and methodologies.
Support for standard call detail record (CDR) formats enable telephony
carriers to offer Wi-Fi access as an integrated value-added feature within
their current billing procedures. The billing server automatically captures
the subscriber�s ID, time initiated, duration of the session, and the
aggregate amount of data transferred, which is then made available to the
carrier�s existing system in the exact format required by the call detail
billing and rating process. Carriers can include each subscriber�s mobile
Wi-Fi usage as a component within a unified monthly bill, thus increasing
convenience for the subscriber while enhancing user loyalty and reducing
subscriber churn.
Use of industry-standard RADIUS-based AAA services can provide robust
access control for every user�s Wi-Fi session and simultaneously collects
the specific information needed for billing on a session-by-session basis.
Credit card broker interfaces permit access to the Wi-Fi service without
prior subscription, to allow access from �ad-hoc� or temporary users that
pass by the Wi-Fi hot spot. Again, the detailed usage information can be
provided in whatever format is needed by the carriers� or local operators�
credit card-billing systems.
Although call detail records and credit card billing provide efficient
methods for quickly getting hot spot revenues up and running, operators also
will need to accommodate other emerging billing mechanisms. These include
billing to wireless SMS message accounts or to scratch-cards, in which the
user purchases a pre-set amount of capacity that is then incrementally
consumed during each session.
Persistent Connections Equal Persistent Revenues
Another key opportunity for maximizing revenues is the ability to
persistently maintain users� sessions as they move from one connection mode
to another. Installation of a small-footprint intelligent Mobile IP client
on the user�s platform allows all required authentication and permissions to
be established via a �single sign-on� that then remains persistent as the
user roams between different wireless connection environments.
By associating dynamic local IP locations with a permanent IP address for
each user, the client-side software overcomes the fact that IP addresses for
user devices are constantly changing when new connections are established
via different networks. Using built-in intelligence to monitor WLAN signal
strength and network availability, the client-side software can efficiently
handle all hand-over functions behind the scenes while the users� focus
remains on their applications and the tasks at hand.
Persistent connectivity is very attractive to users because they don�t
have to log-on again for each new connection and it also provides
significant revenue enhancing benefits for carriers. For example, a carrier
can offer a pre-configured version of the client-side software which
automatically hands off connections between local Wi-Fi hot spots and the
carrier�s GSM, GPRS, UMTS, CMDA, or CDMA-2000 backbone, thereby keeping the
customer seamlessly connected without ever leaving the carrier�s overall
billing umbrella. Offering transparent continuous connectivity at the best
available bandwidth can be a major element for enhancing customer loyalty
while simultaneously improving the carrier�s revenue stream by increasing
the cellular airtime consumed by the subscriber.
The Bottom Line
Short-term success of public Wi-Fi depends on providing easy wireless
Internet access, regardless of users� mobile device hardware and software,
and the convenience of a variety of payment alternatives. However,
maximizing revenue requires more than just connectivity. Operators must
offer attractive value-added services such as local printing and customized
local information. Carriers and national service providers need to offer the
benefits of consistent, familiar access with easy billing and transparent
roaming between environments. Open-standards software can address all of
these issues by providing flexible service delivery, content management and
billing methods that adapt to the needs of both service providers and mobile
users.
In the bigger picture, it�s important to keep in mind that mainstream
users will ultimately want Wi-Fi services to be just another seamless part
of their overall communications environment. Users will gravitate toward
services that can simply and transparently keep them connected to the
information that they want and need. While Wi-Fi hot spots are currently
receiving a lot of industry �buzz,� users don�t care what underlying
connection mode is bringing them the information. Just as mainstream users
have now become accustomed to making a wireless phone call from anywhere,
without thinking about the underlying roaming relationships and
infrastructure issues, wireless data connectivity will need to provide the
same level of universal availability.
Ultimately, long-term success will come down to the interoperability of
local Wi-Fi solutions within the greater realm of the overall communications
infrastructure. The use of open-standards software is helping to lay the
foundation for sustainable growth and achievement of business objectives. By
investing now in server solutions that provide standards-based management
and billing along with client-side software that supports transparent
roaming, providers and operators are laying the groundwork for the seamless
interoperable wireless access environment that users will demand in the
future.
Haakon Bryhni is chief technology officer at Birdstep Technology, a
provider of enabling software for companies operating in the embedded and
wireless marketplace. Birdstep products are designed to enable customers to
develop killer applications for embedded and wireless devices communicating
via the Mobile Internet. For more information, please visit
www.birdstep.com.
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