A captive portal?
The “Captive Portal” is the authentication page that allows your various users to access your secure Wi-Fi network. Made to measure according to your graphic charter and your projects, you can thus enhance Internet access or highlight new services to optimise the return on investment.
More than 600 UCOPIA solutions have been deployed in large public places around the world to support the digital transformation of stadiums, airports, etc:
- Edgbaston Cricket Ground
- Accor Hotels Arena
- Le Stade de France
Event WiFi, a great opportunity for operators
At first sight, and all operators / service providers know this, the implementation of a temporary WiFi network is first of all a real technical challenge. Indeed, contrary to what the general public sometimes imagines, it is not only a question of providing a temporary internet access but also of making sure that it is sufficiently efficient to allow all the people present to attend a real connected event. In addition, security and data control requirements are just as crucial as the technical expertise itself. However, Wi-Fi for events can be a major tool in any good digital marketing strategy, as this temporary Web is a valuable source of information on the buyer personas of operators’ customers.
How to design your Wi-Fi offer for events, festivals, concerts and large public places?
- find the right size
- combine exclusive services
- work on an engaging POS display
- define differentiating customer paths
- optimise the visibility of your partners
Venues that welcome the public can communicate targeted advertisements and send quality information to encourage visitor loyalty and generate more sales. But these different engagement levers are only the tip of the iceberg that is the challenge of digital transformation. New mobile uses require organisers to rethink their engagement and loyalty strategies.
Public places and events attracting large crowds are notorious for the low bandwidth available to mobile users, both in terms of 3G/4G networks and Wi-Fi. The result is a limited flow for a huge number of users, who often want to stream videos and share their experiences on social networks, not just send “simple” SMS messages.
The amount of data transferred every second can therefore quickly become overwhelming, and put a strain on existing wifi networks – where they exist. In this context, offering quality temporary Wi-Fi can allow all attendees to have temporary internet access, and for the provider of this service, it is an opportunity to collect valuable information and engage their guests.
A wifi for temporary events allows the public to fully share the moment
When an event takes place and brings together a large number of participants, the 3G/4G network of telephone operators quickly becomes saturated, especially as users – mobile phone users – consume increasingly large volumes of data – with video streaming, particularly on social networks. It is no surprise that the keywords “wifi festival”, “internet festival”, “wifi concert” or “wifi reunion” are among the main searches during these events.
A temporary web solution is therefore a kind of “grail” for participants in a gathering, who can only fully enjoy it if they are able to share it with their friends. Social wifi therefore plays a key role in the running of an event, and for it to take place in the best possible conditions, the practical requirements linked to the wifi hotspot must be taken into account well in advance.
If external Wi-Fi solutions do not appear robust enough in the eyes of users, they will no doubt soon express their dissatisfaction, and this may seem somewhat unfair to the operators, because conversely, when a “wifi installation” works perfectly, this fact is rarely highlighted positively. However, they have a reason to be pleased with a carefully done job, because the more people are connected, the easier it will be for them to monetise this resource.
“The level of customisation of the UCOPIA solution is unmatched by any other guest management solution we have considered.”
The Wi-Fi network: from a significant expense to an opportunity for additional income
For operators, the implementation of a temporary Wifi network mobilises significant resources and represents a definite cost, while at the same time, the Internet for events must remain, by nature, free. Therefore, service providers must identify a new business model, allowing them to take advantage of a temporary internet solution. This is precisely where wifi marketing comes into play, a branch of digital marketing that is still unjustly underestimated, but with a growing audience.
Operators’ clients, whether they are working in a sales network or for a festive event, are always looking for better knowledge of their own prospects and customers, in order to identify their expectations more precisely. Moreover, if inbound marketing teaches us anything, it is that a company has a vested interest in knowing how to engage the interest of its target audience in order to get its message across effectively and cheaply.
From this point of view, the concept of a “marketing wifi terminal” is very relevant. Indeed, through an Internet access via Wi-Fi, all users must go through an authentication page, which acts as a captive portal. This is the ideal opportunity to get a wifi advertising message across, like a promotion, and can also be complemented by the name of the network itself, as well as the redirection page – which can point to the company’s Facebook or Twitter page, for example.
The key advantage of having an industry professional at your side
In almost two decades, UCOPIA has built a reputation as a key player in Wi-Fi marketing, and in fact its teams have deployed almost 12,000 solutions for a wide variety of customer profiles – including a large number of operators/service providers. The reason for this success stems from UCOPIA’s know-how in using Wi-Fi as a “2.0” marketing tool, which is of course of great interest to these operators’ customers, since it enables them to increase their sales – with an increase in the average basket – and improve their loyalty rates.
Furthermore, while UCOPIA can provide first-rate support in getting to know the guests of an event and knowing how to “engage” them, this expert also has a perfect grasp of the limits imposed by the legislation. Indeed, to take the example of a Wifi shop, if people inside the shop wish to connect to this network, there are many rules to respect before being able to collect data on their web browsing. In fact, a wifi installation in a shop – or at a concert, festival, meeting, etc. – can only be considered if the rules are respected. – can only be considered within the framework of the European RGPD.
UCOPIA therefore offers threefold support, both technical – to “boost” the performance of a Wi-Fi system – and legal and marketing, thanks in particular to its ability to interpret “wifi analytics” in detail. Indeed, the data itself is an important and precious resource, but it cannot be used unless it has been “processed” in order to extract the substantial marrow of it. For this type of processing, experience counts for a lot, and this is one of UCOPIA’s undeniable strengths.
In conclusion, whatever the type of event for which an operator may be called upon, it is in the operator’s interest to contact a recognised Wi-Fi marketing professional in order to optimise the return on investment. Everyone has something to gain, from the end user of this temporary internet, who will live the moment to the fullest, to the company wishing to pass on a promotional message, via the service provider.
“UCOPIA offers a level of professionalism and customisation that is unrivalled in the market and has enabled us, via the Wi-Fi Marketing module, to deploy new digital channels; making our Wi-Fi a self-financing commercial platform. In the end, we are the ones who benefit from free Wi-Fi!”
Digital Media Producer à Edgbaston
A Wi-Fi marketing specialist at your side
Since 2002, UCOPIA has been providing its customers throughout the world with very high quality Wi-Fi, whether it is fixed or a temporary Internet connection. To do this, UCOPIA’s teams have acquired first-rate technical skills, and they are therefore able to intervene in all types of environments: festival internet, wifi in a concert stadium, in open-air public places, etc.
Beyond this mastery of the technical aspects intrinsic to the subject, if UCOPIA has already deployed more than 12,000 of its solutions, such success can also be explained by the company’s know-how in the use of Wi-Fi as a “tactic” that fits in with its clients’ marketing strategy. Indeed, as inbound marketing continues to gain ground, to engage prospects without ever giving them the unpleasant feeling of being pushed into a purchase or “used”, connecting to a high-performance Wi-Fi is a clever and effective way to drive them to a particular web page, for example.
In fact, with a partner such as UCOPIA by your side, you can benefit from double support, both on the IT side and on the marketing side, and this support will begin before the event and continue right up to the day of the event, and even beyond, in the interpretation and use of the results.
In conclusion, events – concerts, trade fairs, mass meetings, festivals, etc. – and large public places are undoubtedly the best places to be. – In conclusion, events – concerts, trade fairs, large-scale meetings, festivals, etc. – and large public places are undoubtedly difficult to cover with a sufficiently efficient wifi network. In fact, it is not easy to allow all the guests and people present to connect with a more than correct speed. However, in addition to providing a service that will please the public, it is an opportunity for the organiser to collect data on potential customers, to refine the definition of his buyer persona, but also to deploy a new form of communication, inexpensive and nevertheless very relevant. In this context, support from a trusted company, such as Ucopia, appears to be the ideal solution for maximising the effectiveness of the deployment of these outdoor WiFi solutions, without taking up the precious time of the company’s marketers.
Digital and user experience: the need for wi-fi at events and large public places.
The UCOPIA solutions installed can meet the expectations of brands but above all of customers thanks to Wi-Fi for events and large public places. It is a gateway to the digital ecosystem of the brand or the event.
CONNECT your guests, COLLECT information on their behaviour and ENGAGE them through offers and promotional campaigns to complete your Data-Driven strategies thanks to the wi-fi solutions for events and large public places.