Don't spoil the WiFi! Discussion on fresh play and business model of WiFi

Use WiFi as a wireless internet access, perhaps everyone is more accustomed to. But you know, there are many ways to play WiFi: WiFi-based identification, WiFi sense, WiFi direct, and more. Today we will highlight a fun way to play with WiFi: WiFi sense.

In foreign countries, WiFi-aware startups have famous eculid, while the most famous one in China is Sesame technology.

This article is a friend of the WiFi sense in the field for some time a simple understanding of the new play of WiFi awareness, hope to understand this new play some help.

Interest Related: Formed a entrepreneurial team, product molding, and invested in commercial has been nearly two years.

The interesting question arises out of a previous period of overseas reporting:

In 2012, Renew had installed 100 trash cans with displays on the streets of London, which were able to display ads online. Recently, Renew began to add a device that tracks the information of passers-by in some of these bins. Since each phone has its own unique MAC address, this can be used as a passer-by's identification code. And 80% of people are used to driving Wi-Fi all the time, which makes it possible for Renew to identify users.

This article mainly from the following four aspects to analyze the business model of this play, value, as well as some practical problems in the implementation process:

1. Based on the AP and other acquisition of Mac, there is no "push" ability, do not want to "put ads";

2. Where is the value of capturing Mac data?

3. Basic problems: Cost, input, technology realization and so on;

4. Will operators be able to do this? What if we do it?

WiFi business model thinking began in 2009, but the popularity of WiFi was not high. So the relevant demonstration, technical reserves, until 2012 until the official launch.

The business model was scrapped from the start. " Serving Ads " idea, but a promise: never advertise.

Wi-Fi combined with the "Enforce portal" technology, allows users to connect Wi-Fi must access the specified Web page (portal), and in some form to complete the authentication (login), after the server-side license to access the Internet (release), or only to browse specific Web pages (whitelist), You can use it for a certain amount of time after logging in (making it easy to use resources).

The earliest and most common case: The carrier's city hotspot WLAN such as CMCC, Chinanet, as well as the airport VIP Hall Wi-Fi, Starbucks, hotels and so on (generally also operator input), first left the mobile phone number, with the receipt of SMS dynamic password login. As a result, there is the opportunity and business value of "advertise".

However, from the mobile Internet (small screen), advertising "wide", competitive point of view, to consider the value of ad delivery.

We believe that the value lies in the ability to support interaction, in the precise marketing of space.

Also, because the way we do it is not to upgrade the street trash, but to "transform" the dining and entertainment merchant's routers into smart routers, so their motivation is important-not advertising.

But what if we help them to interact with the user and do not count the ads? This is the starting point for the way out and the business model.

Attached, about input:

Equipment input: A standard router, brush third-party open source operating system such as DD, op--Sorry, the polar route claims to be the world's first completely ignorant of the conscience of the nonsense, the cost of less than 200 yuan-400 yuan range;

System input: A set of server-side systems, the basic functions are mainly equipment management, state management, state maintenance, identity authentication. To tell the truth the principle is very simple, the cost is not high, but really do deep to do the main look at the idea of technology, but the basic function of the running-in process, especially considering the commercial operation or there are a lot of large and small traps need a lot of energy, a wide range of knowledge to solve good.

MAC where is the value of the acquisition? Sorry, don't misunderstand " Big Data ".

What do you have if you have enough hot spots in the city that are adequate and quality? It's not big data, it's the network that collects big data.

The value of this net depends on: the density of the dot, the location of the network (crowd velocity, the quality of the crowd).

Since 2006, I've been looking at Google's free mode, data analysis model, a report and bi software Architect, and recognized data analytics and data mining, but it's also more offensive to the media and companies that say "big data" for almost two years.

Big data is premised on having enough "big" data, but not enough, and the richness of the data-just what can a Mac do?

Of course, only a passing situation can have a Mac, and once a WiFi connection is forced to jump to the portal when there is a browser useragent, the general mobile device of various browsers will leave the device model, etc. (please, those browser developers are also collecting your phone model), For example, the iphone model will not be left, but there are iOS models, Samsung Millet and so on.

In some other ways, you can actually know what app your phone is running on.

But that information alone is not enough to support the business model.

Therefore, to do data analysis, but also need to introduce more and richer data, "data cleansing."

FAQs: Big Data, or where is the value of data analytics?

This is a knowledge of the disdain, but the vast majority of people do not understand the basic problem, can be another topic.

Here, using the media as a reference, try to simply say, in an easy-to-understand angle to ordinary people:

The difference between advertising and narrow reporting
Let's assume a task: how to pick out the numbers of people with cars without any data sources? (Of course, I have this part of the local data-business model and layout of the problem, hehe)

Give an example of a train of thought:

A. Ask the programmer to write a small program, the number of local cell phone number traversal generated, for example, there are 10 million numbers;

B. Find a mass SMS channel for mass, such as the cost of 500,000 yuan mass;
C. The content of the text message needs to be attractive to the people who have the car to have the power to participate, such as gift insurance, free car wash and even more valuable gifts, the cost of 200,000 yuan.

D. Provide a way to participate, such as the publication of a 400 phone and corresponding call center agent, the cost of 100,000 yuan.

The total cost is: 800,000 Yuan

Well, finally, if there are 1 million people on the phone consulting, then the cost of obtaining each piece of data is 800,000/1 million = 0.8 yuan.

Of course, the effect may not be so good, it may be better than that, and the fact that insurers can come up with some of the costs, and even the best way, is not important.

It is important to look at the value of the data from the perspective of the cost to get the data.
For example, a in order to do an activity mass 10 million text messages; B has this part of the data, in order to do the same activities only need to send 800,000 text messages. Aside from the effect of the activity, harassment, the operation of the program, the intervention of the relevant departments, and so on, the latter obviously cost less-who helped him to save costs? Can this part of the savings be part of the reward? This is the value of the data.

How to use data? - the ability to deliver and even interact with data.

Sell? No, when you sell a copy, the data spreads out, your customers become your competitors, you lose your edge.
Therefore, you must have your own ability to deliver: What do you want my data to do? I'll do it for you.

Common capabilities such as SMS, Voice call (call Center: Manual or Automatic), web advertising (mainly based on cookie and website deep cooperation can be put to members), apps, etc.
For example, many call center outsourcing companies, the core value is the data + contact ability.
As a result, you can provide a complete solution for the customer, including the cost of data, contact costs.
For the customer, he manages to get the difference between the data and the use of your service: the customer may not be able to get this part of the data themselves or you have richer data-to provide consolidated data, you also have a wealth of delivery tools, interactive capabilities-to provide a holistic approach. Customers weigh themselves to do the whole thing or pay the relevant costs outsourced to the pros and cons: input-output cost-effective, cycle, elasticity and so on.
Simply put, you can't sell data, but you can provide accurate marketing services.

For the precision marketing services, the use of data can also have a better effect?
Have the basic data, set up a basic model, like a snack "rolling donkey": Put a dumpling in the seasoning plate roll, can also put on another plate roll, taste more and more more and more rich.

While providing customers with accurate marketing and data cleansing services, your own data will become more accurate and richer.

Of course, in the different customer's seasoning dish, must also leave a part of the data-this is the advantage which attracts the customer.

(I used the "Data black hole" to describe the process, but later found that the physics of "black hole" is not the same, the black hole will not leave data to others, only emphasize the black hole "invisible", ubiquitous gravity, hehe)

This is not the case here, because there are more complex questions: data changes, growth--like last year you were 22, 23, last year, you were in school, you were working this year, you were single, lived alone, didn't buy a car, and even became a father this year, and so on.

Others often ask: Is it only accurate marketing? Can only do precision media?

In fact, the problem is the question of people with data and ability to deliver: Can we get more profit?
In particular, the media industry's friends ask the most questions.

Let's give an example:

If you have not only data, but also an interactive platform to support, even to complete the product display, trading (first payment or after payment is not important) e-commerce Foundation support.

At this time there are two customers to come to the door, respectively, to provide two different products, want to use your platform to help him improve marketing value-of course, you can get more returns.

What would you do? Simply analyze the products of two customers and assess how much they match their data (users):
A. Customer A's product is not very sure, it may be difficult to sell out: rather according to the amount of charge (CPV/CPT/CPM), rather than the effect (CPC/CPA/CPS);

B. Customer B's product itself is good, word-of-mouth, and our data compared to match: then talk to him a rebate rebate (CPS) or simply proxy products, through the profit share rather than according to the amount of the charge-this is the highest level of pay by effect. The difference between a rebate (CPS) and an agent is that the financial process is different: The former is a sales commission and the latter is wholesale-retail.

Finally, in the interests of the driven, you will make the most favorable choice, a or B.

So, the key is whether you have the "e-commerce support" ability-to support the transaction, it means that you from the traditional media (put) into the e-commerce platform-and the electric Shangtianjan is the goal of precision marketing.

However, if you are focusing on the business model of data analysis, you will have a third consideration:

C. Back to 2: Can the use of data have a better effect? --not the main goal of maximizing profit, but the value of the data: what kind of data can be purged through this collaboration?

(for example, I completed the major local media call center outsourcing services in telecommunications, in addition to the provision of pre-registration and traffic violations related to the public service, hehe)

Legal issues, privacy issues, security issues

To data, more operators than you: There was a province telecom company to set up the entire Telecommunications data Analysis Center base, invited me to discuss the relevant topics-they do not lack data (no matter what device you use to surf the Internet, to the target server data through the wireless router you use, the cat, the operator's channel, the carrier's core switches and routers , and even what address is the broadband installed in? What is the name of the head of the household ID number ... ）

The question they are most concerned about is: how to legally use this data? Although there is no clear legal provisions, there are a lot of loopholes, edge, there are aboveboard, rolling donkey, the bigger the more interesting way of way.

But it can be said that WiFi security issues:
A. With a variety of free hot spots more and more, everyone's concern about privacy, will make more people go out of the time to turn off WiFi, not forced to open (at the same time to save power);
B. The biggest problem with free hot spots is "fishing"--fake hot spots cheat account, password
We believe that this problem is second only to the problem of fake GSM base station, and it may even evolve to a level more serious than the fake base station problem, so prepare early and be prepared. Technology solves the problem, but people's psychology is the hardest to predict and the hardest to grasp--not to mention one or two people, but a wide range of mobile users--which can seriously affect all free WiFi

Will the operators do it? What to do?

That's going to happen. I personally put forward this business model when I was working in telecommunications. First, and telecommunications router manufacturers to communicate, I hope that part of the guest room. Later, hoping to take chinanet out of commercial operations-apparently failed.
Familiar with the operators or in, in the operator's friends are clear, any one of the pattern once a bit of taste, there will be operators to provide manufacturers to cooperate in providing "ideas", programs and system platform to operators. Their purpose is to sell systems, equipment, and money from operators ' pockets.
There will also be a cooperative company to help operations to do a good job landing operations, support, and then have a certain share. Often, such companies are either running out of subsidies or finding themselves naïve enough to work with operators to do nothing.

Most importantly, the operator has to go through a hurdle: the left hand plays the right hand
A. Personal customer or data department, is concerned about 3G, 4G traffic plan revenue, WiFi is already the package length of the model, the operator stressed the "traffic management", according to the traffic charges conflict, if free is not more to fight?
B. Wireless city, 12580, number Blackstone and so on with the main business is not so close, undertake to the non-pipeline direction breakthrough, Innovation responsibility department, may go in this direction, and then will be with the main business department (bear the main income), even the branch fight: Although you bear the future of the breakthrough direction, Unfortunately, the assessment is still income, and the traditional business sector income contribution is not comparable to these new departments, as long as one sentence is enough: affect the income who is responsible?
So operators will certainly come to do, but it must be relatively late to enter, or be forced to really determined to enter the helpless.
Threats are not in the carrier, in mobile internet companies with router manufacturers, team work. Just in the short term, the focus of mobile internet companies is in the living room, in video sites and games as well as next convenience services and payments as well as more sensitive "smart centers", and then "things to do" rather than "things to do".
And the Battle of the living room, there are two camps did not really start, this year will regroup, re-adjust to join: Radio and Television department, operators-please, the living room is their traditional site, a content copyright advantage, one is the channel advantage. In the case of a senior executive friend in the radio and television department, the group set up a new company to do the box, the boss personally command (friends) priced 59 yuan, claiming that with the millet and so on our lives, we are not as good as our own life!

Don't worry about operators, you can use operators.

But the premise is: there is no operator you can independently survive, development, operator cooperation is icing on the cake, or will die.

You do a 0 to 1 part, the operator of the cooperation, may be a multiplication, is an amplifier. Of course, careless will also become multiply in 0, hehe.

This is not a "new" business model, and the crisis of this model can be used as a tactical tool rather than a strategic goal.

Tactical means can be adapted and adjusted at any time. The focus is on achieving tactical results, serving strategic goals, and then being replaced by other tactical goals and means.

The strategic goal, still is the data collection, the analysis, the utilization, obviously is not limited to the intelligent wifi--Sorry, I can only point out the problem, cannot answer, because the interest is related, or my ability is insufficient.

Don't spoil the WiFi! Discussion on fresh play and business model of WiFi