Connections = Ridership / Visitors * Take rate
Take rate depends on availability and prices of cellular data, as well as Wi-Fi Quality of Experience (QoE). The latter is under operator’s control, however there are certain physical limitations: for instance, if you use LTE backhaul, you should consider coverage and available bandwidth while keeping in mind that users’ personal data package is usually available with somewhat the same quality
Our studies generally show that, unnecessity of free Wi-Fi due to decent cellular coverage accounts for 40% of unreached target audience while QoE affects around 30%. The remaining 30% can be attributed t.
If you do not have Wi-Fi, you can apply the following sample take rate figures to your preliminary business model (and adjust based on pilot roll-out actual figures) for free Wi-Fi with a simple captive portal logon:
- Cafe/restaurant — 3-6%
- City over ground transport, including buses, trams, trolleys or light rail — 3-7%
- Shopping malls — 5-10%
- Subway stations — 5-15%
- Stadiums — 10-20%
- Airports — 10-30%
- Subway trains — 20-60%
- Long-distance railways, aircrafts and marine cruise liners — 20-50%.
We would recommend to use both figures from the suggested range as a worst-case and a best-case scenario.
But if you want to show more than one commercial in a row to work with the next parameter, Impressions, you will obviously affect the Quality of Experience and therefore drive usage decline. It’s especially the case for venues with repetitive visits pattern, when user base consists of a stable core (city transportation in particular).