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10 June 2024
The Wireless Broadband Alliance (WBA) has released its ‘Venue Requirements for User Engagement’ report which takes a fresh look at how users engage with and access services, how venues can optimize revenues, and create new business opportunities.
The report offers best practice advice on developing a venue’s business case for public WiFi, including how to improve user engagement with the use of OpenRoamingTM and Passpoint technology over legacy captive portal Wi-Fi.
User engagement is a critical element of public WiFi provision. Venues need to understand the users who are connecting to their public WiFi network, as they have a variety of needs ranging from regulatory compliance to commercial models that necessitate engagement. Likewise, users need to be able to use and interact with the WiFi and with the brand that is providing the WiFi. Unlike captive portals, once a device has been successfully onboarded to an OpenRoaming/Passpoint compliant network, the connection is more secure and future connections will be automatic, while still retaining the ability for venues and network owners to engage with users.
For venues and public WiFi network owners looking to improve engagement with users, the report highlights best practice advice on establishing user needs, network requirements, processes flows, onboarding and device provisioning.
The report underscores the critical need for industry stakeholders to prioritize user engagement in WiFi network design and operation. By understanding and addressing the requirements of both venues and users, businesses can enhance the overall user experience, reduce costs, and unlock new revenue opportunities.
“This report underscores the critical need for industry stakeholders to prioritize user engagement in WiFi network design and operation,” said Tiago Rodrigues, CEO of the Wireless Broadband Alliance. “By understanding and addressing the requirements of both venues and users, businesses can enhance the overall user experience, reduce costs, and unlock new revenue opportunities. WBA encourages industry players to consider the best practices identified in the report with different business models applicable to their public WiFi deployment. Enhancing the user journey and user engagement in WiFi networks can ultimately improve the overall user experience and drive business success.”
