Monetizing Wi-Fi Services for...

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www.wifihotel.it© 2018 Wi-Fi Hotel by Nexis s.r.l.

Monetizing Wi-Fi Services for HospitalityHow to turn Wi-Fi Internet connectivity into a powerful marketing channel,

creating real value for business owners

2018 Cambium Networks EMEA Partner EventLuca Fronzoni

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Welcome!Today’s Agenda

• How the HSIA market in the hospitality industry evolved over the years

• How monetization has become a «mandatory opportunity» for hotels and public spaces in general

• Real Wi-Fi access monetization examples

• How integrators, VARs and WISPs can profit from new opportunities in the market

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External companies providing service and

fixing prices

Past

Providers

Wi-Fi managed by property and paid

service

Near Past

Self-managed paid WiFi

Future

?

Free service for everybody. No limits.Hwo long can il last?

Present

Free Wi-Fi

Short (sad) story about Hotel WiFi business modelsCan Free WiFi be the only sustainable model?

WIFI HAS BECOME AN ESSENTIAL FACILITY

How to keep up with guests’ needs without losing?

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Hospitality Wi-Fi in 2018Balancing guest demand with raising costs

Strategies are needed to recoup costs

Network: state of the art controlled access-pointsConnectivity: 100Mbs+ fiber/dedicated PtP hi-bandwidth links

Service management: platforms managingauthentication, bandwidth, security, privacy

Wi-Fi That Works = COSTS

Wi-Fi GeneratingValue = ROI

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Hotels and public spaces are seeking ideas for…✓ Fulfilling their guests’ expectations✓ Enhancing their stay and improve online reputation✓ Being able to stay up to date with the tech evolution

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… finding them is easy

Wi-Fi has unique key values:

• The first service guests ask for upon arrival

• The most important data collection toolwithin the property

• The only system knowing if a guest is in the property, in real-time

• The most direct communication channel in a hotel or public space

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Our mission:

provide guests and clients of any business open to the public the best Wi-Fi access that they

have ever used while on the move, allowing business owners to generate positive returns on

investments, thanks to the smart monetization options supported by the platforms, turning

their WiFi into an innovative marketing, communication and reputation tool

Wi-Fi Hotel and WiFinityWi-Fi for public spaces has never been so advanced

Wi-Fi Hotel and WiFinity are advanced Internet access management andmarketing automation platforms for the hospitality industry and public spaces ingeneral.

More than 3000 businesses across Italy and Europe run their Wi-Fi using Wi-FiHotel and WiFinity

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Our Platforms

Wi-Fi Hotel: • Hotels• B&Bs• Campgrounds• RV Parks• Condos

WiFinity:• Retail• Restaurants/Bars• Shopping malls• Stations/Airports• Metro areas

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Wi-Fi Hotel and WiFinity features allow to:

• offer guests an fast and reliable Wi-Fi service, controlling it in any possible way• interact with guests, enriching their experience during their stay• create additional revenue opportunities• improve ratings on travel portals

... Returning on investments

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Examples of strategies for enhancing the guest experience

and monetizing Wi-Fi

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Monetization examplesin the hospitality industryExample property:▪ Type: business▪ Rooms: 80▪ Occupancy rate: 60%▪ Additional services: restaurant

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Presenting and promotingservices offered by the property

✓Emails automatically sent to thoseinside the property every day from 4pm to 8pm advertising the restaurant (engagement feature)

▪ (40% open rate and 5% opt-in/reservation)= +28 reserved tables/month

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Evaluating guest satisfaction during stay

✓Auto triggered one-to-onemessages sent after some hours after checking in asking ifeverything is fine (quick reviewfeature)

▪ 20% replies and 5% issues (thatcan be solved during guest stay)= 14 potential negative reviewsprevented (maybe positive stimulated) and as many satisfiedguests

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Review invites

✓Post check-out review invitessento to those who replied«alright» to quick review email (engagement review booster)

▪ 10% replies from quick reviewresponders= 28 reviews/month (generally40% higher than organic)

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Questionnaires and surveys

✓ Custom surveys sent to all guestsafter check-out, plus reviewinvites on portals for thoseleaving higher grades (surveyfeature).

▪ 10% survey replies and 20% leaving a review= +29 review/month (generallyrating 40% rating than organic)

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Direct monetization and complimentary premium accesses

✓ Different access plans for different needs: unlimited free Internet with bandwidth/appslimits + premium access with no limits @ 5€/day

▪ 5% premium plan purchases= 360 Euro/month

▪ 8 complimentary premium plan accesses given/day= 240 WOW effects/month

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How much is this worth for a business in the hospitality industry? (And how much can it facilitate additional investments?)

✓ 28 additional reserved tables at the restaurant, using time-based engagement

✓ 14,4 possible negative reviews prevented and problems solved using quick reviews

✓ 28 reviews (statistically positive) using the post-stay quick-reviews based invites

✓ 29 reviews (statistically positive) using surveys and questionnaires

✓ 360 Euro of premium accounts sold

✓ 240 wow effects thanks to gifting VIP guests with premium accounts

Monthly Recap

This is completely automated!

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Strategies in the restaurant and retail industriesExample property:▪ Type: restaurant▪ Seats: 100▪ Opening days: 30/month▪ Wi-Fi Signup: 20%

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Most of the strategies used in hotels can be applied to restaurants and retail too.

• Post visit surveys followed by a review request on Tripadvisor / Google / Facebook

•Welcome messages for advertising specials, discounts, coupons, …

•Up/cross selling messages

• Loyalty rewarding campaigns

• and…

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Come back campaigns

✓ Email sequences with coupons/discounts sent to customers not coming back within 30 days from theirprevious visit (engagement feature).

▪ 2% redemption= 24 additionalreservations/month

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✓ Federated networks with centralized control

✓ Easy deployment: no on-site install needed

✓ Longer stay of customers during off-peak hours using hourly specials

✓ Customer base creation/CRM: tens of new daily sign ups on average

✓ Wow effect by rewarding loyal users returning multiple times

✓ Increase in web reputation and better service using surveys

✓ Tens of new «coming back» visits/month using reengagement

Restaurants, chains and franchises can easily create and monetize their Wi-Fi service and profit from it

Advantages both from a technical and a marketing/sales standpoint:

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• cnMaestro: ideal architecture for both single locations and federated networks

• Single cell hotspot networks can be deployed with no additional hardware in each location

•Native integration with Wi-Fi Hotel and WiFinity

• Ease of management and support

• Perfect market positioning

Cambium Networks Wi-Fi: perfect fit!

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Great opportunities for distributors, WISPs, integrators, VARs

Ability to sell more high performance connectivity

Chance to renew obsolete infrastructures

New value proposal to get in touch with new clients

Update of older proprietary limited hotspot platforms

Great value addition to existing solutionportfolios (white label)

Opportunity to sell the solution for complying with GDPR

Offering a solution that creates real value for clients means having

higher spending clients

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Thanks!

Monetizing Wi-Fi Services for...

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