Challenge
AGS Airports sees more than 5.6 million passengers connect to its airport WiFi networks each year. Looking for new ways to generate revenue, the airport group wanted to provide passengers with the option of purchasing a premium WiFi experience alongside its free package.
Additionally, as seen in the majority of airports, collecting passenger contact information is a challenge. Airlines are able to connect with passengers after details have been provided during the booking stage meaning the only opportunity for AGS to build its database is through WiFi. Paired with the challenge of legitimizing passenger details and driving users to opt-in to marketing creates an even bigger task to overcome.
- 5.6 million WiFi users annually
- Delivering free and paid WiFi services
- Remarketing to passengers
Solution
Using Purple’s tiered bandwidth and network management capabilities AGS Airports created a new WiFi offering providing users with an extended time of network access and faster internet connectivity at a small incremental cost.
Verify is an additional Purple product that AGS Airports implemented at all 3 of their sites. Verify recognizes when user email addresses have been inputted incorrectly or do not exist during the authentication stage meaning passengers were only able to access the network with a legitimate email. Having Verify included in the login process provided AGS Airports with the ability to know any passenger data collected would be real and actionable for remarketing activities.
- Free WiFi offering – 1 hour of access, 5mbps upload, 2.5 Mbps download
- Premium WiFi offering (£2) – 24 hours of access, 10 Mbps upload, 5mbps download
- Verify to maintain database integrity
Return on Investment
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By implementing Purple’s guest WiFi solution and professional services across its 3 venues, AGS Airports was enabled to generate an additional £284,388 in revenue from its premium WiFi model resulting in a return on investment of 842%.
- 2.5% conversion to premium, paid service
- £284,388 in revenue generated from the premium WiFi service
- 842% return on AGS' initial investment
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