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5 Problems to Avoid When Offering Free Wi-Fi

Author - Chris Varnom at chrisvarnom.com

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If you run a business where customers are likely to stick around, offering

free Wi-Fi access can build loyalty and boost sales. But unfortunately you can’t

just set up a wireless network and forget about it, there is no fit and forget

solution. There are a few potential issues that need to be resolved.

These are five of the biggest issues to watch out for.

1. The network isn’t secure or frequently fails.

As clients get accustomed to using your free Wi-Fi connection, whenever it

goes down they will be extremely disappointed. They may take their business

elsewhere if it happens too often.

Check with your internet service provider (ISP) to make sure that they can

provide you with a reliable service before you offer free Wi-Fi to your

customers. Ask them how many users you would be able to support

simultaneously. Usually for a standard Wi-Fi router the acceptable limit is

around 16 users simultaneously but this will largely be governed by the speed

of your connection. Also ask whether you can install “parental” controls at the

Internet Service Provider level, whether or not video streams can get priority

and what the cost is if you go over your data allowance. Basically, you want to

strengthen your customers’ confidence in you and your business, not weaken it.

2. Your Wi-Fi hotspot attracts squatters.

Some people may use (or try to use) your free Wi-Fi without buying very little,

or worse still, nothing at all. Don’t worry, this is the norm. Unfortunately, these

are the same freeloaders who cause retailers to post signs on their premises

informing customers that “Restrooms Are for Customers Only.”

You can take the same approach with Wi-Fi access. Or if you’re anything like

me you can try to convert them into customers. Use signage to explain that Wi-

Fi is an expense to you and the business, and that you’d like your Wi-Fi users

to purchase enough from you to help you stay in business. A few squatters may

leave in a huff, but a significant percentage will become regular customers.

3. There’s a shortage of bandwidth.

Every smartphone/mobile device and computer that connects to your Wi-Fi

network will add to its total data load. If you don’t pay for enough bandwidth,

your users will be dissatisfied and the whole point of the exercise will be lost.

Generally, you would probably want to provide around 120 kilobits per second

for each user you plan to support at any one time. 10 users will need 1.2

megabits per second. Double that for 20 users. Once you know your

requirements, compare prices with internet service providers with those

bandwidth requirements.

4. You’ve opened up your business network and made it vulnerable.

Google paid a $7 million fine recently for grabbing data from every unsecured

Wi-Fi network they encountered when sending its mapping vehicles down city

streets. The lesson is: When you open up your Wi-Fi network to strangers,

there’s no limit to what data they can grab.

You should always prevent digital intrusions by keeping Wi-Fi and business

networks separate and install a totally separate Wi-Fi hotspot only for customer

use. Protect your company’s internal networks by using different passwords,

internet access points and security technologies that are strictly designed for

business use only.

5. You provide your customers with more than they want or need.

There is very little point in providing a service customers won’t use. So, before

you offer free Wi-Fi, ask the people who frequent your business some basic

questions.

Would they appreciate free Wi-Fi?

What would they use Wi-Fi for?

How long would they likely use Wi-Fi in one sitting?

Would they prefer a password-protected hotspot or one that’s completely open?

Providing free Wi-Fi and as long as your network is reliable, reasonably secure,

and otherwise meets their expectations can make your business more

attractive to customers.