Called the EDGE Messaging Platform, the new system allows HotSpot owners such as hotels and restaurants as well as other wireless network operators to serve rich media content directly to their users. EDGE Messaging can be used to build brands, promote products and services, poll customers or monetize a network through third party advertising revenue.
The system delivers content to users at the point of access, or “edge” of the network, where messages can be highly controlled and targeted. Wireless network operators can now connect and interact with their users in ways that go beyond what has previously been available.
Joe Brunoli, Vice President of Business Development for free-hotspot.com, outlined some practical EDGE applications: “Hotel, restaurant and other chains have loyalty programmes they wish to promote or brands they wish to support,” he said. “By using the EDGE system to communicate “in-house” over their own Wi-Fi networks, chains can surround their customers with their own brand identity or marketing message in a way that creates good will and a positive brand association with the user.”
Existing HotSpot, Municipal or Metro Wi-Fi networks can also benefit from the EDGE system, according to Brunoli: “when used as an ad-serving system, the EDGE system can quickly and easily create an additional revenue stream for any network,” he explained. “Users actually enjoy the high quality of the media that we serve, which in turn leads to higher ad revenues and an increased ARPU [average revenue per user] for the network operator.”