Vox Telecom is partnering with Ionizr, a local provider of real-time proximity advertising, to maximise WiFi monetisation opportunities.
The telecommunications provider has integrated Ionizr's digital engagement service as a core part of its Vox Aura WiFi engagement platform and will be providing it as a white label portion of its complete Vox service.
The Vox Aura platform offers multiple customer or user login options including social media, which provides business with insight into their customer's demographics and social interests, says Dederick Venter, executive head of outsourced technologies at Vox Telecom.
This allows real-time focused and targeted marketing of specific services or goods to a selected demographic, and to customers with specific interests, he adds.
"We wanted to be the first to market with a total solution for businesses that are serious about not only monetising their WiFi, but also driving a more customised user experience, and this partnership provides us with this opportunity.
"For the first time, digital agencies will have a level of control of their WiFi-advertising campaigns and messages across multiple customers and multiple venues, through a single interface and in real time."
According to Wayne Venter, CEO and founder of Ionizr, the global trend is location-based personalised marketing, and nothing facilitates this more than free WiFi.
"Consumers want free data. By being able to offer value and personalise their experience through the insights derived from a consumer's physical behaviour, our clients now have the means to implement relationship marketing."
The monetisation of WiFi can no longer be driven by mass media type tactics, but rather leveraging the data and analytics that users are generating every day and creating tailored, customised user experiences, he says.
The single biggest challenge for most businesses, especially in the retail and restaurant space, is the lack of sufficient customer information, notes Dederick Venter. Also, getting a message, service or product exposed to the correct individual at the right time, he adds.
He believes opportunities exist across all industries and verticals to collect customer and analytic information. The biggest revenue generation and monetisation is not in providing WiFi, but rather the increase in core business revenues.
This is achieved by using WiFi as a digital engagement tool to entice customers to spend more time in store and also to advertise specific products that are relevant to a customer based on their preferences, Dederick Venter adds.
"We're excited to be part of the revolution of WiFi monetisation, and continue to focus on delivering world-class solutions to our customers," he concludes.
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