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U.S. Wi-Fi Hotspot Services Markets
Frost & Sullivan, May 2003
Roaming Agreements to Boost Usefulness of WLAN Hotspots, Expanding Consumer Base
Roaming agreements between networks of various North American WLAN hotspot service providers will provide Wi-Fi end users with wide-ranging mobility and spur growth. Currently, the expense associated with purchasing access to different networks and the inconvenience of dealing with a variety of login sequences helps to deter the use of hotspot services. The impact of this restraint is rapidly diminishing through the efforts of aggregator services such as Boingo, which has developed a software platform for consistent user experience through branded hotspots.
This new research service from Frost & Sullivan analyzes the NA Wireless LAN Hotspots Services Markets and provides an analysis of the drivers and restraints that are expected to affect sales and services. It provides strategic analysis and forecasts and looks at industry trends that may have a potential impact on the market.
Locations Key to Widespread Use of Hotspot Services
The vast majority of market participants depend on retail locations such as airports and cafes to allow them to install and provide Wi-Fi service, says the analyst for this research service. This being a retail service, location is of prime importance. In order to deploy Wi-Fi hotspots in locations that they do not own, service providers have to overcome the initial reservations of venue operators, convincing them that having a WLAN hotspot can be a key competitive differentiator. Once that happens, Wi-Fi access may become ubiquitous and, ironically, location will not matter.
Without significant coverage, end-users may perceive little value in subscribing to a Wi-Fi service. Conveniently located Wi-Fi hotspots increase the attractiveness of the service and, hence, the number of end users. Those who control the locations are the ones who can dictate the terms of revenue and profit.
Guerrilla and Free Networks Render Hotspots Redundant, Posing Revenue Threat
Community type networks, most commonly in the form of wireless networks set up by groups or municipal governments, allow wireless Internet access either free or at low rates. Over time, these networks are expected to increase in number as the technology becomes less expensive, and the benefits of provisioning wireless access become better known, increasing end-user demand. Even now, over 600 free hotspots exist across North America and the impact of this restraint for Wi-Fi in terms of fewer users and lower prices increases with each free network that goes online.
Additional services such as enhanced security, coverage in other cities to which subscribers frequently travel, and exclusive partnerships with some corporate end users are viable solutions to this threat. There will always be end users that demand different levels of service and the key is to determine what those needs are and how best to address them, remarks the analyst.
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