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Long-tail public Wi-Fi Identifying winning strategies to capture the next phase of growth in public Wi-Fi

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'Long-tail public Wi-Fi Identifying winning strategies to capture the next phase of growth in public Wi-Fi'

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The Wi-Fi market in 2013 is characterized by three key trends: an investment boom that is serving to accelerate the global proliferation of hotspots; a transformation of the Wi-Fi user experience; and a growing user dependence on Wi-Fi as a primary form of connectivity. 

The rapid pace of change engulfing the Wi-Fi market is attracting an increasingly diverse set of market participants. Intriguing trial initiatives set up by Internet giants such as Facebook, Google and Microsoft to explore the potential value of Wi-Fi to their businesses have generated significant media interest and industry speculation, but it is arguably the innovations being commercialized by a series of smaller start-ups, such as Instabridge, Euclid or WiFiSlam, that offer greater insights into the future direction of the Wi-Fi market.

Table of Contents: 

The context .....3 

Today's public Wi-Fi developments are just the tip of the iceberg ....3 

The current state of the long-tail public Wi-Fi market ....5 

The long-tail public Wi-Fi opportunity is vast and the time to act is now ...7 

Building a value proposition to successfully enter the long-tail public Wi-Fi market ...8 

Capturing the opportunity .13 

Distribution, distribution, distribution ....14 

Concluding remarks: Identifying future winners and losers ....15