Cisco and Alcatel-Lucent Outfit Small Cell and Carrier Wi-Fi Operators for the $US4.6 Billion Location-based Advertising Market with Big Data Analytics

07 Oct 2014


Location-based advertising is one of the fastest growing applications for data analytics in the enterprise market, generating a total revenue of $US4.6 billion in 2019. This creates a great opportunity for both operators and enterprises to monetize their small cell and carrier Wi-Fi infrastructure.

While increasingly adopted as densification solutions, small cells and Wi-Fi access points have fine-grade location characters which perfectly fit the VAS requirements. “Barriers are diminishing between these markets as they attract players from different backgrounds, including service providers and app developers. With this expanding ecosystem, the opportunities for monetization plans become more pressing,” comments Ahmed Ali, research analyst at ABI Research.

The retail sector generates the highest demand for analytics and has attracted several solution providers with different market specific solutions. However, other enterprise verticals like transport, hospitality, and entertainment also have revenue generating potential for small cell and Wi-Fi networks through value-added services. “Airports, for example, are strategic locations that hold high value for data analytics. Passengers appreciate services that improve traffic flow, security process, and shopping experience,” continues Ali.

Covered in this report are available solutions from different companies including Alcatel-Lucent, Amdocs, Amobee, Boingo, Cisco, Devicescape, Euclid, iPass, and RetailNext. Strategies from Tier 1 operators like Verizon and Telefnica are also addressed.

These findings are from ABI Research’s latest report VAS from Enterprise, Small Cell, and Carrier Wi-Fi Networks and are part of the Small Cells, Carrier Wi-Fi, and Enterprise and Consumer FemtocellsMarket Research, which include market forecasts and qualitative analysis reports.

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