In the comments to my earlier blog post (Social Wi-Fi and Privacy: Keeping Balance in the Force), Dale Rapp correctly notes that brick and mortar stores can use social Wi-Fi and analytics as a way to compete with online commerce, where every click of the mouse is tracked and scrutinized.
It’s been my experience that many B&M stores begin their thinking on implementing Free Wi-Fi as simply for Free Wi-Fi’s sake – they recognize that their competitors are doing it and that more and more shoppers are using its presence as a deciding factor in where they spend their time; this creates the feeling of crap-we-need-to-do-this-too (and most people don’t like to feel that way).
New opportunities for engagement
Plain-vanilla Wi-Fi or social Wi-Fi? Savvy businesses pick social.
It’s the savvy groups that recognize that their network can provide more than just Free Guest Wi-Fi; it’s a new opportunity to communicate directly with their visitors, one that takes advantage of the latest technologies and behaviors of modern consumers – and that’s the whole idea behind Social Wi-Fi.
I read with interest Lee Badman’s article in Network Computing: Social WiFi Sign-In: Benefits With A Dark Side. Despite the gloomy title, the article is a fair and balanced look at both benefits and privacy implications of social Wi-Fi.
Would you join a loyalty program to get a coupon?
Perfect timing, I said to myself. Facebook just announced that they will be adding new functionality to their OAuth capabilities which would allow users to access any service using Facebook OAuth anonymously. This is obviously in reaction to the ongoing privacy conversation across the entire Internet spectrum. And it just so happens that we at AirTight released a blog post about it on the same day as Lee Badman’s article ran: Facebook ‘Anonymous Login’: What Is the Impact on Social Wi-Fi? We’ve maintained since the beginnings that Social Wi-Fi should allow an anonymous path for any user who does not want to engage on social media.
Reporting from Facebook’s developer conference, CNET writes:
“The biggest news for Facebook’s 1.28 billion members is “Anonymous Login,” a twist on the standard Facebook Login option that gives people a way to try an app without sharing any of their personal information from the social network. The move addresses concerns about user privacy as Facebook seeks ways to encourage people to explore new apps.”
Note “Not so social?” option below the social login buttons.
“Facebook says it’s testing the new log-in option with select developers,including Flipboard. That means you likely won’t see the black button in your favorite apps for several months.”
“The news aligns with one of the event’s broader themes around putting people first and giving them more control over their data. Zuckerberg expounded upon this notion of improving trust and getting people more comfortable with using Facebook in conjunction with third-party apps.”
How does this impact social Wi-Fi, and specifically social log-ins?
As it turns out, we at AirTight recognized early on that despite tremendous growth and acceptance of social media generally, it’s essential that users are provided a means to utilize Wi-Fi services anonymously.