Chicago Soldier Field
In their pursoot to make wireless internet connection more ubiquitous, Wi-Fi internet service provider Boingo Wireless hopes to expand in new market venues such as restaurants, malls and stadiums. They hope to grab their fair share of the market by providing integrated “daily deals” features in malls for example.
Boingo is aiming for a market share roughly equivalent to the share it boasts in Wi-Fi generally. That figure ranges from 25% in Europe to 43% in North America. “We won’t get [all the mall, restaurants and stadiums], but we’d like a nice chunk,” says Hagan.
The business will differ across the venues as some will be more likely to absorb the cost of providing Wi-Fi to consumers than others. Restaurants will supply Wi-Fi as a complimentary service and differentiation factor, says Hagan, while malls and stadiums will be more of a mix. Soldier Field, for instance, asks users to pay for Wi-Fi. “The venues just have to decide on their strategy,” notes Hagan. “Do they see Wi-Fi as a revenue opportunity or an amenity?”