Wi-Fi Hotspots as a Value Add/Customer Retention Strategy

When I was working in rural telecom a decade ago, I used to tell anyone whose ear I could reach that I thought wi-fi hotspots would be a great way to get people to value our local Internet service as they moved around town. I was concerned that the costs might be prohibitive in relation to the measurable benefits — particularly where competition was still sparse — but I figured it was a strategy that would prove useful at some point in the future. A family-driven relocation forced me to leave that company before that strategy’s time came, and I never did find out if my “earworm” dug its way into anyone’s brain there to resurface when the rural markets began to mature, but I was just reminded of my old strategic thinking by an RCR Wireless news item about Comcast hitting 1 million hotspots.

Tech-savvy consumers may be able to fearlessly navigate external wi-fi networks, but what percentage of the customer base simply wants its service provider-given e-mail to work, no matter where they are? And what would they pay for that, either as a rate premium or in the form of reduced churn?

Just my thought for the day; as always, sparked by an item in the news.

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