SAN BRUNO, Calif., February 21, 2013—Devicescape today announces PopWiFi, a proximity marketing service for venue owners offering amenity Wi-Fi. PopWiFi gives venue owners a uniquely simple, yet powerful ability to interact directly with their customers in-store and on-device. The service is available to the millions of venues that are part of Devicescape’s Curated Virtual Network (CVN), a global network of businesses and public locations that provide amenity Wi-Fi to their customers and guests.
“The Devicescape CVN has grown rapidly due to the tremendous deployment of amenity Wi-Fi,” said Dave Fraser, CEO of Devicescape. “With PopWiFi, we provide small and medium-sized businesses, which compose much of our CVN, a highly effective way to reach their customers and to measure the results. Our goal is to stimulate more growth and higher-quality amenity Wi-Fi, which in turn can be harnessed by our operator customers.”
Although amenity Wi-Fi is a growing trend, it has remained a complex and poorly performing marketing vehicle. Venues often rely on signs on the wall to indicate free Wi-Fi availability and require customers to visit complex “landing pages” to see in-store messaging, which is unappealing and often ignored on mobile devices. PopWiFi leverages the automated connectivity of Devicescape’s existing CVN, but layers on mobile-friendly messaging and calls to action.
“We are moving into the next phase of public Wi-Fi, which will see venue owners demand that their Wi-Fi service provides value beyond just the provision of a high-quality connection to their customers,” said Thomas Wehmeier, principal analyst and global head of telco strategy for Informa Telecoms & Media. “Operators that can offer propositions that deliver an enhanced service beyond just basic access, such as by enabling effective mobile marketing services for venue owners, will be best positioned to build successful public Wi-Fi strategies to capture this emerging opportunity.”
Unlike other mobile marketing solutions that require the installation of new hardware, extensive setup and configuration, as well as use of mobile data, PopWiFi has virtually no barriers to adoption. Venue owners register via a simple web portal and choose from a number of customizable messages that they would like to send to in-store Wi-Fi users, such as a private survey or a request to connect to the store’s social networks while using its free Wi-Fi. Venue owners also have access to a dashboard where they can view analytics of their in-store Wi-Fi usage and performance relative to the industry, and can review private and/or anonymous feedback. Setup takes less than five minutes.
Amenity Wi-Fi has become an essential offering for many businesses. Devicescape’s award-winning Curator Service allows mobile operators to integrate amenity Wi-Fi and a diverse set of wireless networks into a strategy for automatically connecting subscribers to the best network available. Devicescape’s patented curation technology tests and retests tens of millions of newly discovered and existing hotspots in real time, resulting in an ever-growing CVN accessible through the carrier-grade Curator Service. The Curator Service has been shortlisted for a Global Mobile Award for “Best Cloud Based Technology” in the mobile technology category; the winner will be announced at Mobile World Congress on February 26.
Visitors to Mobile World Congress will be able to experience the PopWiFi service firsthand, both at the show and throughout the city of Barcelona. Devicescape is providing “MagniFi MWC,” a free app available in the Google Play store for the duration of the show, which will provide users access to free Wi-Fi throughout Barcelona and reward them with free drinks from PopWiFi-enabled bars and restaurants in popular areas. Visit Devicescape in Hall 2, Stand 2A105, to learn more.