Hitec tech talk-2014-final-ls-2 with notes

@elevenbiztel.: +1 (503) 222-4321
elevenwireless.co
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Optimizing & Monetizing
Guest Networks
With a preview of guest Internet usage trend data!

@elevenbiztel.: +1 (503) 222-4321
elevenwireless.co
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Dan Lulich
Chief Technology Officer | Eleven
Coleen Carey
VP, Marketing | Eleven
PRESENTERS

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elevenwireless.co
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ABOUT ELEVEN
• Eleven is a trusted software provider to
the hospitality industry since 2002
• Approved by all the major brands and
used by top boutique brands,
management companies, and ownership
groups
• ElevenOS is a guest Internet
management platform; we are not a HSIA
vendor
The Guest Technology Standard

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MOBILE & MULTI-
DEVICE USAGE
mobile data traffic growth year-
over-year1
81%
average # of mobile devices
carried by business travelers 2
2.68
DEMAND FOR
FREE WI-FI
of hotels offer free Wi-Fi 4 and
you have to compete, BUT….
64%
of business travellers would pay
for a faster connection 6
35%
NETWORK
COSTS
average cost of hotel Wi-Fi
installation 4
$125k
estimated monthly cost of
delivering 100MB of data per
second 5
$3 - 4k
GUEST INTERNET TRENDS
BANDWIDTH
CONSUMPTION
the year video reached half of
total mobile data traffic 1
2011
more Wi-Fi data is used by iPads
than other devices 3
400%
Mbps

@elevenbiztel.: +1 (503) 222-4321
elevenwireless.co
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Elements of
Bandwidth
Optimization
Reliability
Utilize
enterprise grade
infrastructure
Consistency
Allow usage
across guest
rooms, lobbies,
etc.
Power
Use more APs
to better handle
mobile devices
Intelligence
Deploy smart
antennas and
radios
Control
Keep an eye on
usage and adjust
settings
Fairness
Share
bandwidth
across guest
devices

@elevenbiztel.: +1 (503) 222-4321
elevenwireless.co
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Groups and
conference
s should get
bandwidth
priority
Consider
offering priority
and/or
discounted
plans to loyalty
guests
Use load
balancers to
maximize
reliability
Bandwidth is King: Get as Much as You can Afford
RESULT:
Better Guest
SatisfactionProvide adequate
amounts of
bandwidth to keep
guest satisfaction up
OPTIMIZATION
Mbps

@elevenbiztel.: +1 (503) 222-4321
elevenwireless.co
m
Use a guest Internet management platform, like
Eleven, to help optimize your existing
infrastructure for better performance.
Leverage the Latest Technology
Plug into your current Property Management
System and other third party applications for
best results.
Integrate into Existing Systems
Measure and monitor performance with
bandwidth and usage reports to maximize and
preserve your bandwidth.
Measure, Monitor, Maximize
1
2
3
OPTIMIZATION

@elevenbiztel.: +1 (503) 222-4321
elevenwireless.co
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Preview of
Guest Internet Usage Trends
Based on sample data from properties using ElevenOS

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1 FREE + 1
PAID PLAN
Select Service Segment
DATA SETS
2 PAID
PLANS
Luxury Segment
1 FREE + 2
PAID PLANS
Mixed Market Segments

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88%
100%
50%
0%
Who chooses the
FREE plan?
How much can a hotel make?
$10average per room, per
month
Enough to cover cost of
delivering Internet to
each room
12%
100%
50%
0%
Who chooses the
PAID plan?
1 FREE + 1 PAID PLAN (SELECT
SERVICE)

@elevenbiztel.: +1 (503) 222-4321
elevenwireless.co
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$100
average per room, per month
In some cases, guest
Internet revenue was as
high as $100k
67%
100%
50%
0%
Who chooses the
LOW plan?
33%
100%
50%
0%
Who chooses the
HIGH plan?
2 PAID PLANS (LUXURY)

@elevenbiztel.: +1 (503) 222-4321
elevenwireless.co
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$20average per room, per month
“Starbucks Effect” – if a
guest is willing to pay,
they’re more likely to
choose the higher plan
86%
100%
50%
0%
Who chooses the
FREE plan?
Who chose the
PAID plans?
10%
100%
50%
0%
4%
100%
50%
0% MIDDLE
HIGHEST
1 FREE + 2 PAID PLANS (MIXED)

@elevenbiztel.: +1 (503) 222-4321
elevenwireless.co
m
Our data shows that having more than one
Internet plan can help you recoup your network
infrastructure costs and even earn some
significant revenue
Offer Tiered Bandwidth Plans
1
RECOMMENDATIONS

@elevenbiztel.: +1 (503) 222-4321
elevenwireless.co
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How Should I Price My Plans?
>$9.95
<$6.95• Initial findings show there is not much
price elasticity at $6.95 and under
• The percentage of people choosing
the plan goes down at $9.95 and
above
• Ultimately, this depends on your
market segment, location, and more
%ChoosePaidPlan

@elevenbiztel.: +1 (503) 222-4321
elevenwireless.co
m
Create fair plans with meaningful descriptions
to help guests choose a plan that is right for
them; plans with clearer value propositions had
a higher percentage of guests choosing a paid
plan.
Create Clear Value for Guests
2
RECOMMENDATIONS
significant revenue
1

@elevenbiztel.: +1 (503) 222-4321
elevenwireless.co
m

@elevenbiztel.: +1 (503) 222-4321
elevenwireless.co
m
significant revenue
Create fair plans with meaningful descriptions
to help guests choose a plan that is right for
them; plans with clearer value propositions had
a higher percentage of guests choosing a paid
plan.
Create Clear Value for Guests
1
2
RECOMMENDATIONS
Make sure all plans are displayed on the first
screen and don’t require extra clicks. The
continuing rise of mobile use also means your
Internet login screen should be mobile-friendly!
Design for Easy Decision-Making
3

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Plans are all on one
page to easily compare
and choose based on
needs
Internet login screen
automatically adjusts
based on guest
device

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elevenwireless.co
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Thank You
Contact Eleven
www.elevenwireless.com
HITEC Booth #1441
sales@elevenwireless.com

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