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The chief marketing officer and corresponding marketing teams should be the real driving force behind the decisions to capitalise on the benefits of smart Wi-Fi and meet the needs of subscribers. Wi-Fi gateways were once seen as a basic tool that simply replaced the Ethernet cable connecting the PC to the broadband network to allow some flexibility and convenience.
However, today they can manage connection to tens of devices, controlling and ensuring the quality of each application for every different type of device. They can also deliver a range of additional services and features that enhance the whole-home experience and generate new revenue opportunities for service providers of all types. Marketing departments must capitalise on this new service opportunity now if service providers are to confirm their position as the central provider of the connected home