The hotspot phenomenon has been largely aimed at the business traveler, who is thought to travel to cities in the U.S. outside his or her own territory, and will have use of a hotspot. While this is certainly a desirable niche market, statistics show that over 75% of U.S. businesspeople do not travel more than 100 miles from their home office, and usually they travel by car and do not over-night at a hotel. What does the business traveler who does not stray too far from home need out of his hotspot service?

The fundamental truth is that in the United States, that is by and large NOT a telecommuting culture, companies frown upon their employees working anywhere but in the office. This leads to the question: who exactly is the customer for the hotspot service?

There are countries whose culture is very much centered around meeting at the local coffee shop or restaurant for social interaction, particularly countries in Asia. People in those countries do indeed carry with them devices that will allow them to access the internet, but usually small WLAN-equipped devices rather than laptops. To a great degree, this does not reflect the reality of the United States, unless you are talking about students and teenagers, a growing market segment. Mind Commerce studies have noted an increase in the use of hotspots steadily by teenagers, for whom it’s become “hip” to hang out at the local coffee shop with their friends and their laptops, drinking coffee and studying. This market should be expanded by the smart hotspot operator to incorporate teen sensitive content and educational tools.

Public Access WLAN Case Studies 2007