The importance of public Wi-Fi might decrease as LTE adoption grows, so mobile operators should explore new ways to ensure that their public Wi-Fi investment remains relevant and provides financial benefits.
This Viewpoint provides analysis and insights on public Wi-Fi data traffic trends, consumer behaviour and business models. It suggests new opportunities and strategies to maximise public Wi-Fi monetisation, which will come under more pressure as LTE penetration increases.
analyses the role and importance of public Wi-Fi in light of mobile network operators (MNOs) commercialising, implementing and monetising LTE
provides insights into public Wi-Fi traffic trends worldwide and particularly focuses on some of the key countries
looks at consumer behaviour around public Wi-Fi
examines public Wi-Fi business models for MNOs
suggests innovative ways to monetise public Wi-Fi networks.
Table of contents
About this report Executive summary The volume of public Wi-Fi data is, and will be, dwarfed by private Wi-Fi and mobile data, but it can act as a companion to mobile networks Public Wi-Fi offloading varies by country – only a handful of countries have high public Wi-Fi usage owing to country-specific dynamics The extent to which public Wi-Fi occupies a significant role depends on externalities beyond MNOs' control China is exceptional in terms of Wi-Fi usage – public Wi-Fi data traffic far exceeds that of mobile data China Mobile: Over-aggressive deployment of Wi-Fi to shield TD-SCDMA technology has led to high cannibalisation of mobile data revenue Public Wi-Fi usage in the UK is high because of the many hotspots deployed via fixed-line operators, pay-TV providers, ISPs and MNOs Government initiatives ([email protected]) in Singapore and cable companies in the USA are major public Wi-Fi providers – MNOs are absent The volume of traffic offloaded onto public Wi-Fi is low even in developed markets with high volumes of mobile traffic and strong Wi-Fi coverage Public Wi-Fi will be in relative decline in all advanced markets by 2017 Higher data quotas and higher speeds provided by LTE can potentially incentivise consumers to use LTE instead of Wi-Fi Primary surveys show that LTE users use proportionately less Wi-Fi than 3G users, but the decline appears to be coming mostly from public Wi-Fi EE suggests that its 4G customers are using 4G instead of slow Wi-Fi, but only for shorter sessions and specific services Four main types of Wi-Fi business models exist, but only one category (proactive public Wi-Fi deployment) will be affected by pervasive LTE Proactive Wi-Fi operators have applied the following revenue streams for direct Wi-Fi monetisation, but revenue is under pressure from LTE In order to combat the risk of declining public Wi-Fi traffic and revenue, proactive Wi-Fi operators should explore new revenue streams Key recommendations for proactive public Wi-Fi operators to ensure that their Wi-Fi deployments remain relevant and valuable About the authors and Analysys Mason
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Published By: Analysys Mason
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