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In only a few years, on-the-go connectivity has gone from a nice-to-have to a must-have. Whether they are at a coffee shop, bar, restaurant, hotel – you name it – people expect to stay connected through WiFi throughout the day.

Businesses that meet the expectations of their customers by offering easy WiFi access are one step ahead of their competitors who don't. And by attracting both new and repeat customers, it can actually help their bottom line.

Ernie Urdal, a Shaw customer who runs Busix Computer Services Ltd., based in Victoria, provides network administration services for small businesses and professional offices in the lower Vancouver Island area and is well aware of the importance of businesses having managed WiFi solutions.

"From the inside, it's really important for a small business because so many things are online and there are so many continual updates and security patches and things like that. There needs to be a solid connection to the Internet but a fast one both in upload and in download speed. So it's important that it's solid and fast," Urdal says.

"One of the things I've noticed where WiFi really helped people is separating their Internet connection for their business and internal use to make sure they continue to have fast communication in both directions for their critical business systems. Also separating out guest access for the customers so they don't have any access to the internal computers of the business while still being able to browse the web without any restrictions."

Urdal says being able to stay online for customers who are visiting different business venues makes a big difference.

"Guests are always asking for the wireless connection. It's a very important thing that business always wants to make sure there's guest access for people. They do express that it's very important as a guest."

According to Shaw Business, which offers SmartWiFi for small and medium-sized businesses, here's what having a managed WiFi solution can do for businesses:

  1. Keep confidential company information secure

    Businesses can create distinct networks that keep employee and guest usage separate. Network security can be ensured with user authentication. For companies that handle sensitive information, such as doctors’ offices, law firms, and accounting firms, firewalls and content filtering (which can include blocking objectionable content) can be customized, as needed.

  2. Keep employees happy (and productive), too

    With high-quality WiFi, employees are no longer confined to their desks to work while in the office; they can take a mobile device to a colleague’s office, to a private space, or to a part of the business located on the other side of the building. Meanwhile, a separate network for guests means employees do not have to sacrifice speed or bandwidth during times of heavy client usage.



  3. Differentiate business from the competition

    According to recent research, 96 per cent of customers prefer free WiFi and would return to stores that offer it. Poor connectivity or no access at all can drive customers away. Also, 65 per cent of small business IT decision-makers say offering WiFi has encouraged repeat business.

  4. Analyze customer base deeply, but easily

    If businesses have a managed WiFi solution, a customer portal will give them insight into customers’ behaviour, devices, and apps, allowing them the ability to adjust their business strategies and marketing decisions accordingly. For example, analyzing traffic flow in a store, bar, or restaurant can identify places where product positioning or staffing can be improved. Analytics can tell them who is a repeat customer, how long customers stay on WiFi while in their establishment, and the time periods and days when the WiFi is most in-demand.

  5. Provide an opportunity for customers to opt in to a business’s communications

    Businesses can enhance their marketing with custom business branding as customers log in. In exchange for access to free WiFi, a business can get customers to like its Facebook page, thereby promoting the page to the customer’s network.

  6. Make life as a business owner easier

    With a managed WiFi solution, a business can easily do many things through a secure and easy-to-understand cloud portal: track the company’s WiFi usage (and monitor possible abuse); seamlessly receive upgrades, and more. Businesses can also allow their Internet provider to handle the backend with 24/7 support. Meanwhile, business owners can concentrate on taking care of business.


This content was produced by The Globe and Mail's Globe Edge Content Studio. The Globe's editorial department was not involved in its creation.

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