Top Story

Home >> Digital >> Article Presented By, IDMA - Mathrubhumi.com presents e4m's IDMA 2018, gold partner - Republic TV           Techमंच - exchange4media presents Techमंच - Digital Conference 2018, gold partner - Mathrubhumi.com

TRAI moots ad-based models for free Wi-Fi; estimates cost at less than 2p per MB

15-July-2016
Font Size   16
TRAI moots ad-based models for free Wi-Fi; estimates cost at less than 2p per MB

TRAI yesterday released a consultation paper on proliferation of broadband through public Wi-Fi networks. One of the key factors TRAI mentioned in the consultation paper for providing free Wi-Fi to the general public includes the sustainability of the network.

This means that the network needs to monetise the service just like other countries in the world where a number of different models for the deployment and monetisation of Wi-Fi hotspots are in place, where the costs of access may be borne by the end user, owner of the site where the access point is deployed, advertisers, sponsors or the Government.

According to the Ericsson Mobility Report of June 2016, over 85 per cent of data traffic generated by the use of smart phone video apps goes over Wi-Fi. The study notes that although cellular data usage on smart phones is growing, Wi-Fi data growth is dramatically outpacing it.”

This indicates that the use of Wi-Fi for internet access is exploding as more mobile devices are Wi-Fi enabled, the number of public hotspots expand and user acceptance grows.

TRAI has recommended various models for the provision of Internet access through public Wi-Fi networks which include Paid model, Freemium model, Ad-based model and aggregators.

Paid model: In such a model the end-user or the Wi-Fi hosting venue bears the cost for the use of the Wi-Fi network. The venue hosting the Wi-Fi may in turn provide the service for free to its customers or indirectly build it into the amount charged to the customer, for instance by incorporating Wi-Fi charges in the price of the food and beverages served at a cafe.

Freemium model: Access is provided for free until a specified quota after which the user is charged for any additional access. The quota may be fixed in terms of usage time (e.g first 30 mins) and/or amount of data (e.g. first 500MB). This model is commonly used in airports, stations and other public places.

Advertisement-based models: The service is provided for free to the user but the provider earns revenues through advertisers and sponsors. There could be several variations of this model, for instance, the user may be required to view advertisements from sponsors or connect with the advertiser on social media in order to gain access to the network. Further, personal data collected from the user at the time of sign-in could also be monetised to earn revenues.

Aggregators: Wi-Fi aggregators like iPass and Boingo bring together the Wi-Fi networks of various operators by allowing customers to connect to affiliated hotspots around the world. The user may be required to pay a fixed monthly fee for the service or may be charged on a pay-as-you-go basis.

TRAI has also tried to find out approximate cost per MB for the Wi-Fi network. On the basis of informal discussion held with various stakeholders, TRAI says a Wi-Fi network of 20 hotspots was designed for a tier II city catering to around 40,000 subscribers and 10,000 concurrent users, it is estimated that cost per MB in Wi-Fi Network could be less than 2 paise per MB.

TRAI further mentioned that consumers on an average are paying around 23p per MB for the data usage in the cellular Network (2G/3G/4G). This shows that the consumer tariff for data may reduce as much as 1/10th in Wi-Fi compared to mobile data.

TRAI has asked its stakeholders about the challenges faced in making payments for access to Wi-Fi hotspots while asking for a suggestion to a payment arrangement which will offer frictionless and secured payment for the access of Wi-Fi services.

With the constant increase in connectivity and growth of Wi-Fi across the country mobile advertisers could be optimistic that this would only provide more avenues for advertising and marketing various brands and products among one of the largest populations of the world on every smartphone that people own.

Tags TRAI Free Wi-Fi Wi-Fi

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Abraham Thomas, CEO of Radio City, and L V Krishnan, CEO, TAM Media Research, talk to exchange4media about a recent Nielsen report on radio

The announcement was made by the third judge of the Madras High Court, with an order expected later this evening.

Sanjay Goyal talks to exchange4media about the fast changing norms at companies, the current employment scenario and what would a workplace be like by 2025.