Newsagents wanting to connect with the iPad opportunity as well as the many devices following in its footsteps ought to establish free WiFi access.
Getting newsagencies across Australia known for providing free WiFi could at least attract some foot traffic. While they may not arrive as customers, a good retailer could convert some to spend in the business.
We first trialled free WiFi in my newsagency in January 2007. While the trial went okay, I knew that for the idea to really work we would need a national network of newsagents offering the same service.
Free WiFi access across a common branded network of stores would get them into people consciousness and make them sought out. This is an opportunity for newsagents.
Mark,
Although an altruistic business proposition, unfortunately this may not be viable in some situations. For example, my store is adjacent to a backpackers hotel/motel and unfortunately I can not see the benefits of increasing my internet services to cater for those abusing free Wi-Fi.
On one occasion I accidently left my wireless router/modem open without security and I was charged an exorbitant amount of excess usage fees due to travellers sitting in front of the shop using my Wi-Fi. For this error I paid dearly.
On principle alone I won’t be offering this “service” to detract from my own business – I think I have far too much for News Ltd and magazine companies already without reciprocation.
(I think I have DONE far too much)
We have offered internet access for the past couple of yrs trying to access the transit customer as well as locals however our figures show that less then 2% of these people buy any add on sales, once our lease comes up we will be discontinuing the service as more and more people are using wireless internet and mobiles.
I might say we are in a large country area with a uni but not on the so called tourist trail, so maybe it is just us?
If I were a newsagent – I’m not – my fear would be this would lead to having people loitering around near or in the shop for longer than usual. When I use WiFi my sessions tend to last for some time.
Slightly off-topic but relevant (at least i think so); lyrics extract from :
——-
Flotbots – Handlebars:
I can make money open up a thrift store
I can make a living off a magazine
I know how to run a business
And I can make you wanna buy a product
Movers shakers and producers
Me and my friends understand the future
—-
Youtube link: http://www.youtube.com/watch?v=HLUX0y4EptA
(C) 2008 Universal Republic Records
Free WiFi could be great, but I would get a professional to set it up or else you could be in for a shock when you get a $5000 bill at the end of the month because people have been downloading movies. And make sure your internet terms and conditions allow you to provide free WiFi. Most domestic plans won’t.
Not sure what fine print exists for internet, but iirc iinet has has some tomizone thing built in to some modems which allows you to offer free wifi, or earn money (think its credited to your acc?) from it
As next generation data networks get faster and the cost of these services lowers then I think we will see little need for Wi-Fi hot spots.
Users of mobile internet are almost certain to be handling a device – making them unlikely to browse or interact with the store.
However I would argue against Bill’s opposition to people ‘loitering’. I would rather have a store looking full and busy (even if people aren’t buying) than empty and quiet. In a shopping centre the number of people seen in stores plays a part in moulding the perception of potential customers.
mc donald providing wifi next door i can use it in my store
we are lucky to even get the internet we dont even get mobile phone service at home so don’t think it would be much benefit to us
There’s a bit of a golden rule when it comes to free wifi. Unless less you can place bums on seats, don’t bother. It’s only useful if bods sit down and actually consume something.
Unless you go with folding chairs, chopsticks, biodegradable shoppings bags served with chips/gravy…
You’d be much better off having ‘Internet Kiosk’ type of internet access. Set aside a small area with 2 or 3 terminals up against a wall for $3 an hour. Or, standing counter with password access provided.
Free wifi is really a big corporate thing/wank fest. Remember how many Smart Phones now operate on wifi too; even more snotty, well heeled teenagers to crowd the browsing space.
Okay, consider the idea shot down. Maybe someone else has an idea…
How about letting customers pay with their smartphone. Starbucks do it in in the US. http://www.starbucks.com/coffeehouse/mobile-apps
Or a loyalty card that can also be downloaded as an app!
Something like Microsoft Surface (http://www.microsoft.com/surface/en/us/default.aspx) could also be something interesting if done right. Imagine one of these at the front of a store with interactive content that ties back to magazine content. I would imaging that this would work extremely well for kids/tween/teen magazines if they were positioned around or right next to the device. Picture an interactive game where a kid could put together a human body … now picture that with the “How Your Body Works” partwork sitting right next to the device!
Just wondering, is there anything in Australia similar to the FeliCa system in Japan where people can pay via phone?
(Smart-card system more similar to the Mastercard Debit swipe thingy.)
Link: http://en.wikipedia.org/wiki/FeliCa