Guest Wi-Fi are expected to be a $25B market by 2020


Services platforms for guest Wi-Fi are expected to reach a $25B market by 2020 according to recent research by Maravedis LLC. Mobile has changed the rules of the game for all businesses from retail to restaurants to hotels.

Consumers are always online and they expect free Wi-Fi to be available everywhere they spend their money. This single fact challenges the very idea of offline. Online retail powerhouses, such as Amazon, are setting the bar very high for the physical retail experience. Indeed, the pressure on businesses with a physical presence to a provide a better than online shopping experience is further compounded by the fact that online and mobile – are delivering consistently great operational and customer-facing results from product search, order fulfilment to post-purchase follow-up.

As online and mobile channels are increasing their influence, businesses must close the gap by combining the best shopper experience via deeper digital process and store intelligence related to both operations and customer engagement. In such a scenario, stores are responding with deeper assortments, integrated customer pricing and promotional messaging, location intelligence and improved omnichannel order-fulfilment capabilities.

Consumers are highly influenced by social media and expect the same personalized experience there are getting from online powerhouses.  On the retail side, Amazon has reached its position in the market by getting the most out of customer data which it uses to personalize search results, deliver relevant product recommendations, as well as determining which marketing channels are most effective. It even uses customer data to assist with crucial fulfilment decisions. Now, more than ever, it is important for physical stores to use all of their resources to match, or even surpass, the bar set by Amazon.

Consumers are also increasingly relying on Wi-Fi as part of their eating, lodging or travelling experience. In turn, businesses who are not leveraging their existing Wi-Fi infrastructure to engage with their customers are missing a great opportunity to stay relevant and meet their customer’s expectations.

As a result, businesses are increasingly adopting guest Wi-Fi to satisfy their customers’ expectations. With it, businesses have a better foundation for nurturing brand loyalty, increasing customer satisfaction, and gaining a better understanding of customers’ behaviors and preferences.

Returning the physical store to relevance is an essential goal that is shared by all retailers. Regardless of their size, geographic location, clientele, or product, retailers’ view of mobile is the same. They see mobile as a way to understand shopper’s behavior, to drive sales, and to ultimately build loyalty.

Offering Wi-Fi for customers as well as employees is a valuable service and has potential to also serve as a platform to capture critical information and engage with customers, patrons and guests in a highly personalized fashion. Businesses must encourage customers to engage their brand via Wi-Fi while in the premise, identify who the customers are and connecting them to other channel data when they log in. The information collected, can be used to offer coupons and/or assistance, pairing the benefits of an ecommerce environment with those of an in-premise experience.

The good news is that even businesses who have a legacy Wi-Fi networks not using the latest, fastest hardware, they can still leverage powerful and highly flexible cloud-based guest Wi-Fi management platforms that are independent of the hardware used and can be set up quickly and produce quick results

Maravedis built a unique model to analyse the penetration of guest WI by vertical by country in over 35 countries and includes WIFI penetration in terms of hotspots, access points and guest WIFI licensing revenues. To know more about this research, please contact us at

We will also be presenting some interesting research results during a webinar on March 30, 2016  where we will discuss how the digital era and guest Wi-Fi are driving the future of physical stores, and how solution and managed service providers can support retailers in this big revolution. You will learn about:

  • Market opportunity for guest Wi-Fi in the retail industry
  • Criteria to select the proper guest Wi-Fi platform
  • Lessons learned by a leading player selling guest Wi-Fi solutions.

The webinar will be presented by Adlane Fellah, Research Director at Maravedis. Accompanying Mr. Fellah, will be Jeff Abramowitz, President of Cloud4Wi and Mike Dowson, Commercial Director of Trust Systems.

To secure your spot for the March 30th webinar, register here




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Mr. Fellah, is a Senior Analyst and founder of Maravedis with 20-year experience in the wireless industry. He authored various landmark reports on Wi-Fi, LTE, 4G and technology trends in various industries including retail, restaurant and hospitality. He is regularly asked to speak at leading wireless and marketing events and to contribute to various influential portals and magazines such as RCR Wireless, 4G 360, Rethink Wireless, The Mobile Network, Telecom Reseller to name a few. He is a Certified Wireless Network Administrator (CWNA) and Certified Wireless Technology Specialist (CWTS).


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