Analyze business model of commercial WiFi

In the LEI proved that "pig standing in the tuyere can also fly up" This "truth", more and more people want to become the pig, want to stand on the air to fly up once. With the popularity of mobile intelligent terminals, the continuous upgrading of operators ' basic networks and the rapid growth of mobile internet users, mobile phone users are increasingly hungry for WiFi. Large data lecturer Zhu Wei to tell us a joke: the words cowherd and weaver separation, Nurang as blood man, lust intolerable, hungry also in reason! Never think, weaver wife but tightly hold operator's tower unwilling to return to the room, hard to persuade still tightly don't let go! In Nurang suspicious big rise, angry at the time, the Weaver said: "Husband, there is free WiFi available!" Smile, but the most vivid embodiment of mobile netizens to the degree of dependence on WiFi.

As a business WiFi researcher practitioner, one of the questions that friends around often mentions is how commercial WiFi makes money. What is the business model for commercial WiFi? For this kind of question, I will introduce it to you in the next article.

<1> Portal mode:

This mode of Internet scene is after the user connected to the merchant WiFi, pop-up portal page, the content of the page is generally rich media advertising page, or Business Information guide page. Common scenes such as: airports, cafes, restaurants and other fixed places. Because the scene audience belongs to the high-end users, so the mode of profit model to the brand advertising main sales CPM. But limited by the inability to retain users (only access to the user's basic data), the profitability of the model is small, the ceiling is within reach, there is not much space to imagine. Compared to the platform model, the profit model is relatively single.

If you subdivide the portal mode again, there are two different forms:

Form one: pure advertising mode

Both traditional media and web2.0, advertising is an important source of revenue for the Internet platform. In the field of commercial WiFi, domestic manufacturers of this type, select a wireless router to support the 802.1X protocol, and then configure their own authentication address, two servers, plus an advertising system, and then start free installation or recruitment agent. At present, more than 80% of domestic is such a routine. The business model is to exchange free routers for the advertising resources of the portal page. However, such models of commercial WiFi, the development of the ceiling is within reach, and there is not much room for imagination, lost WiFi as the essence of mobile Internet portal, and did not maximize the use of import value. At present, the domestic one or two-line cities have become saturated with the market. Some operators have begun experimenting with 3, 4, 5-line towns, and few are laying. If it sinks further down, the countryside may be the next blue ocean.

Form two: Advertisement +crm two times marketing mode

This mode of commercial WiFi is more likely to help businesses wireless marketing, joined the landing of the user's two marketing functions, to retain user information, the collection of logged users of some data, can be with micro-sites or micro-blog, micro-mail and other third-party platforms through. There are already such companies and some large domestic micro-letter third-party development companies to seize the market, in the function to achieve a micro-site +wifi Add powder function, that is, focus on micro-credit or landing micro-Web site can be achieved online. At present, is still in a market development stage, concrete can bring to the business of how many substantial commercial effect, not only need to be in the function of innovation, focus or through the technology to upgrade the service, waiting to wait and see.

<2> Platform mode:

This mode of the Internet scene is to provide users with free WiFi network, users download the app only once registered, can be a permanent one-click Internet function, in meeting the needs of users at the same time, the accumulation of retained users. Platform-type commercial WiFi operators represented by e-way WiFi, grasp the public transport scene passengers in the closed boring space in the internet just need to cater to "cock silk" crowd of "free internet" "Take advantage" mentality, based on the country more than 200 million people/day of public transport passengers, in the platform after the full completion, Able to assemble large scale users in a short time. With users, not only can sell CPM ads, but also a good way to achieve the profit model of the Internet. such as: Application distribution, Game pool, novel, Electric Business cps, CPA, O2O and so on.

Compared to the portal model, due to the users of the lower end of the crowd, early CPM mode of profitability is low.