The New Economics of Wi-Fi _ Disruptive Forces Driving Innovation for Carriers - by AirTight CEO David King
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The New Economics of Wi-Fi _ Disruptive Forces Driving Innovation for Carriers - by AirTight CEO David King @WBAlliance #WGCSFO October 10th 2014 Outline (1) The Sweet Spot of Adoption = Technology Drivers + Customer Expectations + Service Provider Needs We’ll focus on what is disrupting the Wi-Fi space today and how carriers can take advantage of the inflection points happening in the industry, such as cloud, HotSpot 2.0, 802.11ac and IoT. We will cover how Wi-Fi can address key concerns of carriers as they face the threat of shrinking margins, high customer acquisition costs and a lack of customer loyalty. We will address how to use Wi-Fi to: - Reduce the cost of onboarding and supporting new customers - Provide higher value, context-driven engagement - Deliver relevant offerings driven by context-based analytics – based on location, social profiles, loyalty (2) There’s a New Stack in Town What will the new mobile stack look like and what can carriers learn from the Wi-Fi industry? - Software driven approach is re-allocating money from HW manufacturers - Revenues are moving towards those who can build applications and ecosystems around the new value of Wi-Fi – those who can help customers monetize the connectivity. - What are the components of the new stack? - Wi-Fi is a proof point of what the new mobile stack will look like o Monetization o Brand Engagement o Actionable Analytics o Behavioral Security and Onboarding o High Performance Access (3) Service provider enablement through secure cloud-managed Wi-Fi Why has cloud-managed Wi-Fi has garnered so much interest from the carrier side? It starts with faster time to market – being able to - test and deploy new business programs quickly - conduct rapid trials across geographies and customer bases - accelerate response time to security threats. The low hanging fruit for carriers are distributed business customers; they are an underserved segment – simply because there are no efficiencies of scale. Cloud Wi-Fi gives you the ability to serve this customer base profitably. It delivers shorter onboarding times and easier connection management and troubleshooting for these types of customers. (4) New paradigm in cloud management What does it mean to have a scalable and cost-efficient cloud, and why should carriers care? The economics of carrier business put emphasis on manageability and scale. Operational efficiencies are now just as important as AP performance. Cost efficiencies will drive cost of adding new customers down. What should carriers look for in cloud Wi-Fi? We’ll discuss the critical components of a carrier-grade cloud backend: - Scalability - Manageability - Security - Cost efficient architecture - Super tenancy to manage multiple customers [What are our proof points? Largest cloud footprint with 17,000 locations.
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The New Economics of Wi-Fi _ Disruptive Forces Driving Innovation for Carriers - by AirTight CEO David King
- 1. The New Economics of Wi-Fi Wireless Broadband Alliance David King, CEO of AirTight Networks © 2014 AirTight Networks, Inc. All rights reserved. 1 @AirTight
- 2. Find this presentation on SlideShare www.slideshare.net/airtight Get the link from @AirTight on Twitter
- 3. What’s Driving the Adoption Curve? © 2014 AirTight Networks, Inc. All rights reserved. 3
- 4. What’s Driving the Adoption Curve? • Plug ‘n Play experience • More data! • Privacy and security • Context – based services • High performance • Availability & reliability • Accelerate time to market • Reduce onboarding costs • Increase customer stickiness © 2014 AirTight Networks, Inc. All rights reserved. 4 Technology Drivers • Cloud Wi-Fi • Hotspot 2.0 • 802.11ac • Internet of Things Customer Expectations Service Provider Needs
- 5. Carrier Grade Secure Cloud Wi-Fi © 2014 AirTight Networks, Inc. All rights reserved. 5
- 6. Carrier Grade Secure Cloud Wi-Fi • Economies of scale • fully virtualized, controller-less cloud architecture • centralized management of thousands of APs • multi-tenancy and server clustering • Carrier grade availability & reliability • Drop-ship “ready” - rapid provisioning & low cost © 2014 AirTight Networks, Inc. All rights reserved. 6 installation • NFV based management of APs
- 7. Carrier Grade Secure Cloud Wi-Fi • Economies of scale • fully virtualized, controller-less cloud architecture • centralized management of thousands of APs • multi-tenancy and server clustering • Carrier grade availability & reliability • Drop-ship “ready” - rapid provisioning & low cost © 2014 AirTight Networks, Inc. All rights reserved. 7 installation • NFV based management of APs
- 8. Carrier-Grade Cloud Architecture Fault Fault Tolerance, Tolerance HA and Disaster Data Replication Recovery Guest Manager & Analytics Engine Compute & memory on VMware ESXi hypervisor + disc in EMC SAN “Super-tenant” Manager Instances “Multi-tenant “ Manager Instances Provisioning Resilient Service Discovery Layer © 2014 AirTight Networks, Inc. All rights reserved. 8 Grafts Database Cluster Web Server s ……… Analytics App
- 9. Monetization Thyself! If you don’t do it, who will?| Google Search I’m Feeling Lucky © 2014 AirTight Networks, Inc. All rights reserved. 9
- 10. Monetization Thyself! If you don’t do it, who will?| Amazon Apple Facebook Google Microsoft Netflix Yahoo! … Google Search I’m Feeling Lucky © 2014 AirTight Networks, Inc. All rights reserved. 10 © 2014 AirTight Networks, Inc. All rights reserved.
- 11. Analytics for Business Intelligence Intra-day or times of the day Daily, weekly, monthly trends Specific store or across selected stores Raw data (to generate custom reports) What We Can Measure How We Can Report it © 2014 AirTight Networks, Inc. All rights reserved. 11 Presence • Total Foot Traffic • Catchment Area Visitor Traffic • Dwell Time (or Visit Duration) Loyalty • Repeat Visitors • Visit Frequency • Visit Recency Engagement • Conversion and Bounce Rates • Social Wi-Fi Demographics • Social Wi-Fi Visitor Logs Wi-Fi Usage • Device Types • Data Traffic • Sesssion Duration
- 12. Security Problems Will Be More Pervasive! © 2014 AirTight Networks, Inc. All rights reserved. 12
- 13. Security Problems Will Be More Pervasive! © 2014 AirTight Networks, Inc. All rights reserved. 13
- 14. Security Problems Will Be More Pervasive! © 2014 AirTight Networks, Inc. All rights reserved. 14
- 15. Security Problems Will Be More Pervasive! © 2014 AirTight Networks, Inc. All rights reserved. 15
- 16. Wireless Intrusion Prevention System (WIPS) © 2014 AirTight Networks, Inc. All rights reserved. 16 Automatic Device Classification No signatures required Reliable Threat Prevention Reliable Threat Prevention Accurate Location Tracking BYOD Policy Enforcement Automated Compliance Reporting IoT Ready
- 17. Wireless Intrusion Prevention System (WIPS) © 2014 AirTight Networks, Inc. All rights reserved. 17 Automatic Device Classification No signatures required Reliable Threat Prevention Reliable Threat Prevention Accurate Location Tracking BYOD Policy Enforcement Automated Compliance Reporting IoT Ready
- 18. http://blog.airtightnetworks.com/ © 2014 AirTight Networks, Inc. All rights reserved. 18
- 19. http://www.slideshare.net/airtight © 2014 AirTight Networks, Inc. All rights reserved. 19
- 20. The New Economics of Wi-Fi Strong User Experience = Increased Customer Traction © 2014 AirTight Networks, Inc. All rights reserved. 20
- 21. The New Economics of Wi-Fi Strong User Experience = Increased Customer Traction Deployment • Rapid time-to-deployment • Economies of scale • Flexible business models • Custom branded guest Wi-Fi • Rich analytics & API for billing/management © 2014 AirTight Networks, Inc. All rights reserved. 21
- 22. The New Economics of Wi-Fi Strong User Experience = Increased Customer Traction Deployment • Rapid time-to-deployment • Economies of scale • Flexible business models • Custom branded guest Wi-Fi • Rich analytics & API for billing/management Trust • Out-of-the-box defense • Security compliance • Privacy protection • Rapid threat response © 2014 AirTight Networks, Inc. All rights reserved. 22
- 23. The New Economics of Wi-Fi Strong User Experience = Increased Customer Traction Deployment • Rapid time-to-deployment • Economies of scale • Flexible business models • Custom branded guest Wi-Fi • Rich analytics & API for billing/management Trust • Out-of-the-box defense • Security compliance • Privacy protection • Rapid threat response Engagement • Social Wi-Fi • Rich visitor analytics • High value offers • Context driven services © 2014 AirTight Networks, Inc. All rights reserved. 23
- 24. The New Economics of Wi-Fi Strong User Experience = Increased Customer Traction Deployment • Rapid time-to-deployment • Economies of scale • Flexible business models • Custom branded guest Wi-Fi • Rich analytics & API for billing/management Trust • Out-of-the-box defense • Security compliance • Privacy protection • Rapid threat response Trusted Relevant Experiences Engagement • Social Wi-Fi • Rich visitor analytics • High value offers • Context driven services © 2014 AirTight Networks, Inc. All rights reserved. 24
- 25. © 2014 AirTight Networks, Inc. All rights reserved. 25 © 2014 AirTight Networks, Inc. All rights reserved. Thank You! www.airtightnetworks.com blog.airtightnetworks.com @AirTight www.slideshare.net/airtight
Editor's Notes
- We’ll focus on what is disrupting the Wi-Fi space today and how carriers can take advantage of the inflection points happening in the industry, such as cloud, HotSpot 2.0, 802.11ac and IoT. We will cover how Wi-Fi can address key concerns of carriers as they face smaller margins, higher customer acquisition cost and lack of loyalty. We will address how to use Wi-Fi to: Reduce the cost of onboarding and supporting new customers Provide context-driven engagement Deliver relevant offerings driven by context-based analytics – based on location, social profiles, loyalty
- We’ll focus on what is disrupting the Wi-Fi space today and how carriers can take advantage of the inflection points happening in the industry, such as cloud, HotSpot 2.0, 802.11ac and IoT. We will cover how Wi-Fi can address key concerns of carriers as they face smaller margins, higher customer acquisition cost and lack of loyalty. We will address how to use Wi-Fi to: Reduce the cost of onboarding and supporting new customers Provide context-driven engagement Deliver relevant offerings driven by context-based analytics – based on location, social profiles, loyalty
- Controller-less architecture Single pane of glass for hundreds of thousands of APs Latest technology for data maintenance fault tolerance, disaster recovery, storage, databases Multi-tenancy and server clustering Economies of scale of cloud computing Economies of incremental addition of backend resource to cater to growing network Software defined network management
- Controller-less architecture Single pane of glass for hundreds of thousands of APs Latest technology for data maintenance fault tolerance, disaster recovery, storage, databases Multi-tenancy and server clustering Economies of scale of cloud computing Economies of incremental addition of backend resource to cater to growing network Software defined network management
- Controller-less architecture Single pane of glass for hundreds of thousands of APs Latest technology for data maintenance fault tolerance, disaster recovery, storage, databases Multi-tenancy and server clustering Economies of scale of cloud computing Economies of incremental addition of backend resource to cater to growing network Software defined network management
- Call to action here is to "Monetize Thyself"! If you don’t, any number of these vendors show above will monetize you instead. Reference Google - Ruckus rumored deal on GigaOm about them providing free WiFi access to restaurants etc… – see link below. The threat becomes an opportunity - would you rather monetize your brand, or would you like Google to do it for you? · Google has their search engine; they are launching a driverless car; they want to own the home (Nest); they have over 1B products on Google Express, and are rumored to be launching their own retail store; NOW they want to own the traffic in public venues. · The technology is here now & cost effective and simple to use - you can monetize it today and we can do it in an integrated Access point at all you can eat prices. http://gigaom.com/2014/05/22/google-is-working-with-ruckus-wireless-to-build-a-wi-fi-network-in-the-cloud/
- Call to action here is to "Monetize Thyself"! If you don’t, any number of these vendors show above will monetize you instead. Reference Google - Ruckus rumored deal on GigaOm about them providing free WiFi access to restaurants etc… – see link below. The threat becomes an opportunity - would you rather monetize your brand, or would you like Google to do it for you? · Google has their search engine; they are launching a driverless car; they want to own the home (Nest); they have over 1B products on Google Express, and are rumored to be launching their own retail store; NOW they want to own the traffic in public venues. · The technology is here now & cost effective and simple to use - you can monetize it today and we can do it in an integrated Access point at all you can eat prices. http://gigaom.com/2014/05/22/google-is-working-with-ruckus-wireless-to-build-a-wi-fi-network-in-the-cloud/
- Highest value in the industry Optimal price/performance ratio with full functionality on 802.11af power. No PoE+ required. The only true WIPS for 802.11ac Fully automated intrusion prevention using patented behavioral analysis rather than unreliable signature files. The only WIPS capable of working with 802.11ac and IoT devices. All the benefits of AirTight Wi-Fi Includes built in WIPS and mesh, cloud-managed Wi-Fi, Mojo Studio applications and services suite, Social Wi-Fi with BrandBuilder for customized guest Wi-Fi, presence analytics, WizShark visual troubleshooting and much more ------------------------------------------------ System Scalability: Device & Cloud Raised monitoring capacity to 2000 “active“ devices “per AP/Sensor” Operation Scalability: Alert Flood Avoidance, Zero Day Protection, Minimal Human Intervention Foundation of protection oriented (not signature & alert oriented) security paradigm Device Diversity: Nuanced implementations Depth & breadth of detection/prevention techniques New Attack Vectors: Use of protocol behavior in a manner not hitherto seen Depends on nature of new discoveries
- Highest value in the industry Optimal price/performance ratio with full functionality on 802.11af power. No PoE+ required. The only true WIPS for 802.11ac Fully automated intrusion prevention using patented behavioral analysis rather than unreliable signature files. The only WIPS capable of working with 802.11ac and IoT devices. All the benefits of AirTight Wi-Fi Includes built in WIPS and mesh, cloud-managed Wi-Fi, Mojo Studio applications and services suite, Social Wi-Fi with BrandBuilder for customized guest Wi-Fi, presence analytics, WizShark visual troubleshooting and much more ------------------------------------------------ System Scalability: Device & Cloud Raised monitoring capacity to 2000 “active“ devices “per AP/Sensor” Operation Scalability: Alert Flood Avoidance, Zero Day Protection, Minimal Human Intervention Foundation of protection oriented (not signature & alert oriented) security paradigm Device Diversity: Nuanced implementations Depth & breadth of detection/prevention techniques New Attack Vectors: Use of protocol behavior in a manner not hitherto seen Depends on nature of new discoveries