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Public Access Wireless LAN Case Studies


Description: First published in April 2003, this report has been updated to reflect the changing marketplace and players. Want to know more about who is succeeding, who is out of business, and why? What happened to the likes of Joltage? Who has the best strategies and best business models for success? We provide a scorecard for each region so you can compare based on our research and recommendations. Every vendor, service provider and investor that has a business interest in the wireless and/or broadband Internet service marketplace is focused on Wlan technologies as an alternative and complement to 3G wireless and fixed ISP connectivity. The single unanswered question on everyone’s mind is “how to introduce and grow the business in a way that is sustainable and optimizes the overall service portfolio?” We have taken a large step in answering this question through its research into the public access Wlan marketplace. There is simply no other research on the market of this kind. This highly valuable and timely report focuses on the public access Wlan or “hot spot” market from a case study perspective. No other report focuses on the existing worldwide hot spot business from the perspective of the hot spot operators themselves. This report answers important questions: - What is working and what is not working in the hot spot market? - What are the rational business models for hot spot operation? - Who are the leading worldwide hot spot operators and why? - Which hot spot operators will be successful for the long-term and why? This report provides additional valuable information including: - Profile of the types of hot spot customers and their usage demands and requirements - Business case analysis for hot spot operation - Case study review, analysis and recommendations for representative hot spot service providers in three continents including 11 operators in North America, 10 operators in Europe, and 12 operators in Asia. “By mid-2004, we predict that many small hotspot operators will go out of business in North America. A few will be bought out by large telecom operators, who finally commit to the hotspot idea and actually start launches.” Who will survive? Who will prosper and why? Hot Spot Operator Case Study Coverage: North America: - T-mobile - Wayport - Boingo - Hotspotzz (Formerly Wifi Metro) - Hereuare - Surf AND SIP - Fatport - Toshiba (Computer Systems Group) - Pronto - Cometa Networks - CAFÉ.COM Europe: - Telia Home-run - Sonera - Telenor - BT Openzone - TDC Mobile Denmark - Wlan Gmbh - Metronet (Austria) - Megabeam - Aptillo Network - Swisscom Asia: - Cbcom (China) - China Mobile (China) - Smcc (Shanghai, China) - Ntt-c (Japan) - NTT Docomo Communications (Japan) - Hanaro Telecom - Korea Telecom - Singtel - Starhub (Singapore) - Airborne Access (Philippines) - Azure (Australia) - Blink (Epldt) Philippines - Pccw IMS (Hong Kong) - Pccw IMS Hotspots - Yellowspots (Malaysia, Asia) Case study coverage for each hot spot operator includes: - Number of hot spots deployed - Hot spot operator strategy - Pricing structure - Partners - Outlook and recommendations This updated report is due for release on 1st October 2003.


Contents: TABLE OF CONTENTS:

1 Executive Summary

2 Introduction

3 802.11 WLAN Technical Overview
3.1 Evolution of 802.11
3.2 Physical Aspects of WLAN hotspot deployment
3.3 Security and the WLAN

4 Roaming and WLAN
4.1 Hand-over Roaming
4.2 Contractual Roaming

5 Business Cases for WLAN
5.1 High-Traffic Coffee Shop
5.1.1 Free Access within an Established Coffee House Chain
5.2 Established chain, high-traffic locale with access charged
5.3 Airport Deployment

6 Earning Money from a WLAN Hotspot Operation
6.1 Subscribers
6.2 Services
6.3 Mixed Harvest

7 Hotspot Operator Overview
7.1 Mobile Operator Revenue
7.2 Business outlook for the industry
7.3 Pre-requisites for the Success of WLAN Hotspots
7.4 Creating Success Through Widespread Coverage
7.5 Aspects of Failure
7.6 What lies ahead

8 Fundamental Questions about the WLAN Paradigm
8.1 Psychographic Profiles of the Internet Users
8.1.1 Business User
8.1.2 Average User
8.1.3 Youth User

9 Hotspot Typing and Business Cases
9.1 Enterprise
9.2 Cafes
9.3 Airports
9.4 Hotels
9.5 Apartment Complexes

10 Today’s Hotspot Operators
10.1 North America
10.1.1 North America hotspot operators as of December 2002
10.2 Europe
10.3 Asia

11 Case Studies North American Hotspot Operators
11.1 North America
11.2 T-Mobile
11.2.1 Hotspots
11.2.2 Starbucks
11.2.3 Airports
11.2.4 Subscription/Access Options
11.2.5 Strategy
11.2.6 Outlook and Recommendations
11.3 Wayport
11.3.1 Hotspots
11.3.2 Subscription/Access Options
11.3.3 Strategy
11.3.4 Outlook and Recommendations
11.4 Boingo
11.4.1 Hotspots
11.4.2 Subscription/Access Options
11.4.3 Strategy
11.4.4 Outlook and Recommendations
11.5 Hotspotzz (formerly WiFi Metro)
11.5.1 Hotspots
11.5.2 Subscription/Access Options
11.5.3 Strategy
11.5.4 Outlook and Recommendations
11.6 HereUAre
11.6.1 Hotspots
11.6.2 Subscription/Access Options
11.6.3 Strategy
11.6.4 Outlook and Recommendations
11.7 Surf and Sip
11.7.1 Hotspots
11.7.2 Subscription/Access Options
11.7.3 Strategy
11.7.4 Outlook and Recommendations
11.8 FatPort
11.8.1 Hotspots
11.8.2 Subscription/Access Options
11.8.3 Strategy
11.8.4 Outlook and Recommendations
11.8.5 Toshiba (Computer Systems Group)
11.8.6 Hotspots
11.8.7 Subscription/Access Options
11.8.8 Strategy
11.8.9 Outlook and Recommendations
11.9 Joltage
11.9.1 Hotspots
11.9.2 Subscription/Access Options
11.9.3 Strategy
11.9.4 Outlook and Recommendations
11.10 Pronto
11.10.1 Hotspots
11.10.2 Subscription/Access Options
11.10.3 Strategy
11.10.4 Outlook and Recommendations
11.11 Cometa Networks
11.11.1 Hotspots
11.11.2 Subscription/Access Options
11.11.3 Strategy
11.11.4 Outlook and Recommendations
11.11.5 Café.com
11.11.6 Hotspots
11.11.7 Subscription/Access Options
11.11.8 Strategy
11.11.9 Outlook and Recommendations
11.12 North American Operator Summary

12 European Hotspot Operators
12.1 Telia Home-Run
12.1.1 Hotspots
12.1.2 Subscription/Access Options
12.1.3 Strategy
12.1.4 Outlook and Recommendations
12.2 Sonera
12.2.1 Hotspots
12.2.2 Subscription/Access Prices
12.2.3 Strategy
12.2.4 Outlook and Recommendations
12.3 Telenor
12.3.1 Hotspots
12.3.2 Subscription/Access Options
12.3.3 Strategy
12.3.4 Outlook and Recommendations
12.4 BT OpenZone
12.4.1 Hotspots
12.4.2 Subscription/Access Options
12.4.3 Strategy
12.5 TDC Mobile Denmark
12.5.1 Hotspots
12.5.2 Subscription/Access Options
12.5.3 Strategy
12.5.4 Outlook and Recommendations
12.6 WLAN GmbH
12.6.1 Hotspots
12.6.2 Subscription/Access Options
12.6.3 Strategy
12.6.4 Outlook and Recommendations
12.7 Metronet (Austria)
12.7.1 Hotspots
12.7.2 Subscription/Access Options
12.7.3 Strategy
12.7.4 Outlook and Recommendations
12.8 Megabeam
12.8.1 Hotspots
12.8.2 Subscription/Access Options
12.8.3 Strategy
12.8.4 Outlook and Recommendations
12.9 Aptillo Network
12.9.1 Hotspots
12.9.2 Subscription/Access Options
12.9.3 Strategy
12.9.4 Outlook and Recommendations
12.10 Swisscom
12.10.1 Hotspots
12.10.2 Subscription/Access Options
12.10.3 Strategy
12.10.4 Outlook and Recommendations
12.11 European Operator Summary

13 Asia
13.1 CBCom (China)
13.1.1 Hotspots
13.1.2 Subscription/Access Options
13.1.3 Strategy
13.1.4 Outlook and Recommendations
13.2 China Mobile (China)
13.2.1 Hotspots
13.2.2 Subscription/Access Options
13.2.3 Strategy
13.2.4 Outlook and Recommendations
13.3 SMCC (Shanghai, China)
13.3.1 Hotspots
13.3.2 Subscription/Access Options
13.3.3 Strategy
13.3.4 Outlook and Recommendations
13.4 NTT-C (Japan)
13.4.1 Hotspots
13.4.2 Subscription/Access Options
13.4.3 Strategy
13.4.4 Outlook and Recommendations
13.5 NTT DoCoMo Communications (Japan)
13.5.1 Hotspots
13.5.2 Subscription/Access Options
13.5.3 Strategy
13.5.4 Outlook and Recommendations
13.6 Hanaro Telecom
13.6.1 Hotspots
13.6.2 Subscription/Access Options
13.6.3 Strategy
13.6.4 Outlook and Recommendations
13.7 Korea Telecom
13.7.1 Hotspots
13.7.2 Subscription/Access Options
13.7.3 Strategy
13.7.4 Outlook and Recommendations
13.8 SingTel
13.8.1 Hotspots
13.8.2 Subscription/Access Options
13.8.3 Strategy
13.8.4 Outlook and Recommendations
13.9 StarHub (Singapore)
13.9.1 Hotspots
13.9.2 Subscription/Access Options
13.9.3 Strategy
13.9.4 Outlook and Recommendations
13.10 Airborne Access (Philippines)
13.10.1 Hotspots
13.10.2 Subscription/Access Options
13.10.3 Strategy
13.10.4 Outlook and Recommendations
13.11 Azure (Australia)
13.11.1 Hotspots
13.11.2 Subscription/Access Options
13.11.3 Strategy
13.11.4 Outlook and Recommendations
13.11.5 Blink (ePLDT) Philippines
13.11.6 Hotspots
13.11.7 Subscription/Access Options
13.11.8 Strategy
13.11.9 Outlook and Recommendations
13.11.10 Outlook and Recommendations
13.12 PCCW IMS (Hong Kong)
13.12.1 Hotspots
13.12.2 Subscription/Access Options
13.12.3 Strategy
13.12.4 Outlook and Recommendations
13.12.5 YellowSpots (Malaysia, Asia)
13.12.6 Hotspots
13.12.7 Subscription/Access Options
13.12.8 Strategy
13.12.9 Outlook and Recommendations
13.13 Asian Operator Summary

14 Summary


Sample Metronet (Austria)

Metronet is Austria’s biggest hotspot operator. It signed a deal with T-Mobile Austria to provide WLAN hotspot access to T-Mobile customers as well.

Metronet Hotspots:

Metronet has approximately 290 hotspots, located in coffee shops, airports, and hotels.

Metronet Subscription/Access Options:

Metronet has several subscription plans available.

- Business Plan: 19.50 USD per month plus .35 USD per MB
- Student: 6.50 USD per month plus .35 USD per MB
- Surfer: 13 USD per month plus .65 USD per MB
- Prepaid: 21. 50 USD for 120 minutes

Metronet Strategy:

Metronet has adopted the strategy of offering many different plans suited to a variety of users. It has deployed a relatively large number of hotspots, and will continue to expand rapidly throughout 2003.

Metronet Outlook and Recommendations:

Metronet will continue to expand the hotspot business and become an innovator during 2003. On the negative side, we believe that its plans are for the most part too expensive and, for the non-corporate customer, difficult to understand. They should rework the subscriptions on both fronts. Nonetheless, the outlook for Metronet favorable, especially if it maintains its deployment pace, markets more aggressively and lowers prices.


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