Wifi in Retail

Retail Business Technology Expo 2014: SMAC and Awe!

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Within the vast expanse of Earls Court, West London, RBTE 2014 has been a roaring success, again, for Airtight. This is the second year Airtight has exhibited at RBTE. Following AirTight’s rapid growth within the UK and across Europe over the past year, we couldn’t miss out on this opportunity to discuss and demonstrate our “firepower” in the retail arena.

RBTE was a great showcase for AirTight’s ease of deployment, security capabilities for brand protection, the ability to allow our clients to engage with their customers and their friends (brand connection) and the analytics we derive from this. This is known as “SMAC” (Social, Mobile, Analytics and Cloud), a term which fits Airtight to a T. There doesn’t appear to be many similar events within Europe where international retailers can get an overview of the retail landscape and the technology available and there is obviously a huge appetite for an event of this nature.

From the conversations we had it appears that prospective clients were very receptive to the idea of social Wi-Fi. This is the ability to use your social credentials, such as Facebook, Twitter and LinkedIn to authenticate to the guest WiFi in-store. Guest Wi-Fi is now expected by the consumer and they expect it for free. However free WiFi is not free for the provider, i.e the retailer, so how is this monetized? Airtight gives the retailer access to a whole host of analytics. The combined effect of social Wi-Fi and analytics gives a wealth of data to the marketing departments, allowing them to strategize, plan and do targeted marketing.

A key selling point on our stand and that of our partners’ was our security capabilities. Airtight was built upon security, the best security available. Security in retail comes in its own guise, PCI DSS. It doesn’t matter how it’s dressed up though, Airtight has the X factor, the “A list” credentials to give true security and, unlike other providers in the WiFi space, the ability to actually defend against attacks over the air and on the wire using AirTight’s unique Marker Packet technology. This has really shown us that this factor really sets us apart from the rest of the industry, while exercising the highly receptive slogan “If it ain’t secure, show it the door”. Why bother creating a guest WiFi network in it isn’t secure! Do you leave the doors and windows open at home? No.

Another key takeaway appreciated by visitors was the ease of deployment in the retail environment where hundreds or thousands of stores can have secure, PCI DSS complaint Wi-Fi, with comprehensive reporting and analytics deployed rapidly with AirTight’s cloud-managed, drop ship, plug and play access points. Combine the 3 elements of AirTight’s offering in this space – Social + Analytics, automated PCI reporting and true security – with ease of deployment and cloud management, then we have the winning formula!

It was great to see our partner presence at RBTE also, notably Hughes Europe, Aztec and Airwave, ready to drive our solution range into retail and hospitality.

The event was short but sweet, not on the feet, and definitely a show to remember! We will be ready to join the hustle and bustle of the show, so RBTE 2015 get ready!

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Zara Marklew

Zara Marklew

Zara Marklew is AirTight’s channel manager responsible for EMEA. Based in the UK, Zara covers regional trends and events, with an emphasis on retail and education verticals.

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