the new economics of wi-fi _ disruptive forces driving innovation for carriers - by airtight ceo...
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The New Economics of Wi-Fi _ Disruptive Forces Driving Innovation for Carriers - by AirTight CEO David King @WBAlliance #WGCSFO October 10th 2014 Outline (1) The Sweet Spot of Adoption = Technology Drivers + Customer Expectations + Service Provider Needs We’ll focus on what is disrupting the Wi-Fi space today and how carriers can take advantage of the inflection points happening in the industry, such as cloud, HotSpot 2.0, 802.11ac and IoT. We will cover how Wi-Fi can address key concerns of carriers as they face the threat of shrinking margins, high customer acquisition costs and a lack of customer loyalty. We will address how to use Wi-Fi to: - Reduce the cost of onboarding and supporting new customers - Provide higher value, context-driven engagement - Deliver relevant offerings driven by context-based analytics – based on location, social profiles, loyalty (2) There’s a New Stack in Town What will the new mobile stack look like and what can carriers learn from the Wi-Fi industry? - Software driven approach is re-allocating money from HW manufacturers - Revenues are moving towards those who can build applications and ecosystems around the new value of Wi-Fi – those who can help customers monetize the connectivity. - What are the components of the new stack? - Wi-Fi is a proof point of what the new mobile stack will look like o Monetization o Brand Engagement o Actionable Analytics o Behavioral Security and Onboarding o High Performance Access (3) Service provider enablement through secure cloud-managed Wi-Fi Why has cloud-managed Wi-Fi has garnered so much interest from the carrier side? It starts with faster time to market – being able to - test and deploy new business programs quickly - conduct rapid trials across geographies and customer bases - accelerate response time to security threats. The low hanging fruit for carriers are distributed business customers; they are an underserved segment – simply because there are no efficiencies of scale. Cloud Wi-Fi gives you the ability to serve this customer base profitably. It delivers shorter onboarding times and easier connection management and troubleshooting for these types of customers. (4) New paradigm in cloud management What does it mean to have a scalable and cost-efficient cloud, and why should carriers care? The economics of carrier business put emphasis on manageability and scale. Operational efficiencies are now just as important as AP performance. Cost efficiencies will drive cost of adding new customers down. What should carriers look for in cloud Wi-Fi? We’ll discuss the critical components of a carrier-grade cloud backend: - Scalability - Manageability - Security - Cost efficient architecture - Super tenancy to manage multiple customers [What are our proof points? Largest cloud footprint with 17,000 locations.TRANSCRIPT
© 2014 AirTight Networks, Inc. All rights reserved. 1
David King, CEO of AirTight Networks
The New Economics of Wi-Fi
Wireless Broadband Alliance
@AirTight
Find this presentation on SlideShare
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Get the link from
@AirTight on Twitter
© 2014 AirTight Networks, Inc. All rights reserved. 3
What’s Driving the Adoption Curve?
© 2014 AirTight Networks, Inc. All rights reserved. 4
What’s Driving the Adoption Curve?
• Plug ‘n Play experience
• More data!
• Privacy and security
• Context – based services
• High performance
• Availability & reliability
• Accelerate time to market
• Reduce onboarding costs
• Increase customer stickiness
TechnologyDrivers
• Cloud Wi-Fi
• Hotspot 2.0
• 802.11ac
• Internet of Things
CustomerExpectations
Service ProviderNeeds
© 2014 AirTight Networks, Inc. All rights reserved. 5
Carrier Grade Secure Cloud Wi-Fi
© 2014 AirTight Networks, Inc. All rights reserved. 6
Carrier Grade Secure Cloud Wi-Fi
• Economies of scale
• fully virtualized, controller-less cloud
architecture
• centralized management of thousands of
APs
• multi-tenancy and server clustering
• Carrier grade availability & reliability
• Drop-ship “ready” - rapid provisioning &
low cost installation
• NFV based management of APs
© 2014 AirTight Networks, Inc. All rights reserved. 7
Carrier Grade Secure Cloud Wi-Fi
• Economies of scale
• fully virtualized, controller-less cloud
architecture
• centralized management of thousands of
APs
• multi-tenancy and server clustering
• Carrier grade availability & reliability
• Drop-ship “ready” - rapid provisioning &
low cost installation
• NFV based management of APs
© 2014 AirTight Networks, Inc. All rights reserved. 8
Carrier-Grade Cloud Architecture
Compute & memory on VMware ESXi hypervisor + disc in EMC SAN
Provisioning Resilient Service Discovery Layer
“Super-tenant” Manager Instances
“Multi-tenant “Manager Instances
Guest Manager & Analytics Engine
GraftsDatabase Cluster
Web Serve
rs
Fault Tolerance and Data Replication
………
Fault Tolerance, HA and Disaster Recovery
AnalyticsApp
© 2014 AirTight Networks, Inc. All rights reserved. 9
I’m Feeling LuckyGoogle Search
If you don’t do it, who will?|
Monetization Thyself!
© 2014 AirTight Networks, Inc. All rights reserved.10© 2014 AirTight Networks, Inc. All rights reserved.
I’m Feeling LuckyGoogle Search
If you don’t do it, who will?|
AmazonAppleFacebookGoogleMicrosoftNetflixYahoo!…
Monetization Thyself!
© 2014 AirTight Networks, Inc. All rights reserved. 11
Intra-day or times of the day
Daily, weekly, monthly trends
Specific store or across selected stores
Raw data (to generate custom reports)
How We Can Report it
What We Can Measure
Analytics for Business Intelligence
Presence• Total Foot Traffic• Catchment Area
Visitor Traffic• Dwell Time
(or Visit Duration)
Loyalty• Repeat Visitors• Visit Frequency• Visit Recency
Engagement• Conversion and
Bounce Rates• Social Wi-Fi
Demographics• Social Wi-Fi Visitor
Logs
Wi-Fi Usage• Device Types• Data Traffic• Sesssion Duration
© 2014 AirTight Networks, Inc. All rights reserved. 12
Security Problems Will Be More Pervasive!
© 2014 AirTight Networks, Inc. All rights reserved. 13
Security Problems Will Be More Pervasive!
© 2014 AirTight Networks, Inc. All rights reserved. 14
Security Problems Will Be More Pervasive!
© 2014 AirTight Networks, Inc. All rights reserved. 15
Security Problems Will Be More Pervasive!
© 2014 AirTight Networks, Inc. All rights reserved. 16
Wireless Intrusion Prevention System (WIPS)
Automatic Device Classification
No signatures required
ReliableThreat Prevention
ReliableThreat Prevention
AccurateLocation Tracking
BYOD Policy Enforcement
AutomatedCompliance Reporting
IoT Ready
© 2014 AirTight Networks, Inc. All rights reserved. 17
Wireless Intrusion Prevention System (WIPS)
Automatic Device Classification
No signatures required
ReliableThreat Prevention
ReliableThreat Prevention
AccurateLocation Tracking
BYOD Policy Enforcement
AutomatedCompliance Reporting
IoT Ready
© 2014 AirTight Networks, Inc. All rights reserved. 18
http://blog.airtightnetworks.com/
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http://www.slideshare.net/airtight
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The New Economics of Wi-FiStrong User Experience = Increased Customer Traction
© 2014 AirTight Networks, Inc. All rights reserved. 21
Deployment• Rapid time-to-deployment• Economies of scale• Flexible business models• Custom branded guest Wi-Fi• Rich analytics & API for
billing/management
The New Economics of Wi-FiStrong User Experience = Increased Customer Traction
© 2014 AirTight Networks, Inc. All rights reserved. 22
Deployment• Rapid time-to-deployment• Economies of scale• Flexible business models• Custom branded guest Wi-Fi• Rich analytics & API for
billing/managementTrust• Out-of-the-box
defense• Security compliance • Privacy protection• Rapid threat
response
The New Economics of Wi-FiStrong User Experience = Increased Customer Traction
© 2014 AirTight Networks, Inc. All rights reserved. 23
Deployment• Rapid time-to-deployment• Economies of scale• Flexible business models• Custom branded guest Wi-Fi• Rich analytics & API for
billing/managementTrust• Out-of-the-box
defense• Security compliance • Privacy protection• Rapid threat
response
The New Economics of Wi-FiStrong User Experience = Increased Customer Traction
Engagement• Social Wi-Fi• Rich visitor analytics• High value offers• Context driven services
© 2014 AirTight Networks, Inc. All rights reserved. 24
Deployment• Rapid time-to-deployment• Economies of scale• Flexible business models• Custom branded guest Wi-Fi• Rich analytics & API for
billing/managementTrust• Out-of-the-box
defense• Security compliance • Privacy protection• Rapid threat
response
The New Economics of Wi-FiStrong User Experience = Increased Customer Traction
Trusted Relevant Experiences
Engagement• Social Wi-Fi• Rich visitor analytics• High value offers• Context driven services
© 2014 AirTight Networks, Inc. All rights reserved.25© 2014 AirTight Networks, Inc. All rights reserved.
Thank You!
www.airtightnetworks.com
blog.airtightnetworks.com
@AirTight
www.slideshare.net/airtight