By Stephanie Bergeron Kinch, Wi-Fi NOW Staff Writer
A new Japanese law means big business for one of Japan’s largest carriers: Japan’s tourism promotion law aims to get 40 million inbound tourists by 2020, and those tourists will use Wi-Fi to enjoy the country and get around. The service is monetized through ads and data.
Hiroshi Kiji, Director at Wi2, one of Japan’s largest carriers, says that Internet access is a prime concern for tourists – and a driving force for how they share their experiences with other potential visitors. Internet connectivity was identified as the single biggest challenge identified by foreign visitors in recent survey. And within that category, free Wi-Fi was identified as the biggest issue.
Free Wi-Fi for inbound tourists
To accommodate new tourists, the law requires the deployment of 30,000 additional hotspots by 2019 and a one-step authentication process for 200,000 Wi-Fi hotspots nationwide. Wi2 is the carrier making tourist access to Wi-Fi hotspots across Japan happen.
Wi2 is the Wi-Fi operating arm of KDDI Group, Japan’s second-largest telco. Launched in 2009, Wi2 serves up public Wi-Fi to consumers, mobile carriers, and Wi-Fi operating partners. The company operates 240,000 hotspots across Japan and even offers a free Wi-Fi deployment service. The scheme has resulted in Wi2 landing 140 major accounts including 40 municipal Wi-Fi networks.
Info for tourists – and tourism
For foreign tourists, Wi2 has developed a connectivity app called Travel Japan Wi-Fi. After authentication, tourists can hook up to free Wi-Fi at 200,000 hotspots nationwide. Available in 5 languages, the app also serves up coupon offers, Japanese tourism information, maps, and information on nearby sights.
More than 2.2 million people have thus far downloaded the app, and in 2017 it has been used by an average of 50,000 visitors per month. Wi2 is monetizing the Wi-Fi service with ads and analytics (including location information) collected on foreign visitors. The information is used by tourism officials to promote Japan to relevant and interested audiences.
The approach appears to be working well for both tourists and advertisers: As of November 2017, more than 43 million coupons have been cashed on the system.
Next steps for Wi2: Travel Asia Wi-Fi
With Wi2’s concept proven in Japan, Hiroshi Kiji and Wi2 are bullish on expanding the service to all of Asia. The company’s vision is to apply their approach and platform to offer advertising and data analytics value to operating partners and digital media platforms across the region.
Wi2’s Executive VP, Hiroshi Kiji, shared insights into Japan’s new tourism Wi-Fi service at Wi-Fi NOW in Bangkok. See more from the event at www.wifinowevents.com/apac
