Are you a 'flashpacker'?

An article in this week’s Telegraph states, “in 2013, according to a new survey, the average backpacker – or “flashpacker” – now carries more than £3,000 worth of kit, including hair straighteners and electric toothbrushes. They are more likely to “rough it” in a five-star hotel than a rickety tent, and tend to hop between destinations on a plane, rather than trek the full distance.”

Do you remember the time before we all left the house mobile pinned to our ear? Or sat on a train reading a book or newspaper rather than our kindle or tablet? You’ll have to think back the best part of twenty years!

According to the recent survey in the Telegraph, the average backpacker now carries £3,000 worth of ‘essentials’ including hair straighteners electric toothbrushes and technology. Their kit bag could be double the price of a round the world ticket!

But, not only do they take the kit with them on their travels around the globe, but they also log in to every Wi-Fi hot spot Tweeting their antics along the way. But whose Wi-Fi are they using?

Take your pick, find me a business that isn't offering free Wi-Fi and note the distinct lack of devices within the vicinity. Now nearly every coffee house, restaurant, store, hotel or high street allows you to log on and surf at will. Not only does this reduce astronomical overseas roaming charges, but it also makes communicating with loved ones at home instantaneous. There’s no waiting to ring once a week from a payphone you find, simply hook up to the local Wi-Fi and bang, ping an email with attached video or photo of where you are.  Or even make a Skype, FaceTime or Viber telephone/video call!

And it’s not just the big cities offering free Wi-Fi, smaller towns and far off locations even in the deepest parts of the African desert, still offer connectivity for travellers and locals alike. Festivals, sporting events, even flower shows also offer free access.

But what good does it do for the business providing the service? There’s the obvious social network promotion, tweeting ‘just popped into Starbucks to grab a coffee and use their Wi-Fi’ to ‘I'm in the middle of the desert, connected using my phone, here’s where I am (cue video link)’. There’s also the travellers and indeed locals view of why can’t I connect here? It’s now expected, no matter the country, that we will be able to use Wi-Fi, and more often than not, it will be free.

So when your son or daughter drops the bombshell that they’re off travelling for their gap year. Forget about buying them the Rough Guide or worrying they’ll keep in touch. Simply buy them a smartphone or tablet, if they don’t have one already that is, and a solar charger to keep the battery topped up and watch the updates come flooding in. 

Connectivity on the golf course? Fore for Wi-Fi!

According to V3 the PGA European Tour has confirmed plans to roll out high performance WiFi to all participating golf courses.  With the PGA tour visiting 52 countries and with many offering unreliable 3 or 4G networks, it was vital the PGA used wireless technology to allow for live streaming and a consistent network. 

At APC, we deploy networks across the globe from golf estates in South Africa to oil rigs in the middle of the Black Sea. In the UK, we've supplied temporary connectivity to construction sites including the Shard and connected multiple car dealerships across the country.

For most of our clients, speed of installation is key. If the client is working on a short term project the installation of a leased line connection can take several months, for APC’s wireless networks, we take the time frame down to days.

We live in information overload. Gone are the days of turning up at a tournament purely to watch the game? Now, we want to watch the game and re-stream the bits we missed while we went to get a drink. We want to upload our photos instantly whilst connecting to the local Wi-Fi and we don’t want to have to pay for the privilege.

Customers demand connectivity be that at the local store, coffee house, hotel or gig venue. The phase free Wi-Fi used to be a selling point, now, it’s expected. With celebrities taking to social networks to launch albums, show their latest photos and update their fans on their whereabouts, it’s expected that they Tweet a picture of them about to go down to the golf course or at the latest hot spot.

Installing a Wi-Fi network also allows the promoter extra revenue opening up the network to advertisers and companies within the local area. Need a hotel nearby? Here’s one with a discounted rate for those attending the golf. Something to eat, here’s the pre golf menu.  Gone are the days where we meander down the road in the hope to find a pub on the way, now we connect and find the nearest pub, download the offer voucher and book a table all from our phone or tablet, and then we tweet or Facebook to say we’re going there and how it was.

So can your business, event, golf course or coffee shop survive without Wi-Fi? Sure, but with it, it will succeed.

Are you part of the Wi-Fi workforce

For many freelancers or those owning their own consultancy or small business, utilising a coffee shops free Wi-Fi is far cheaper than renting an office space. And why not? If you work independently or with others but again, they work at their own premises or home, why do you need an office with expensive utility bills when you can camp out at the local coffee house and use the Wi-Fi for free and let’s face it, the coffee is better too!

For the larger chains like Starbucks and Costa, Wi-Fi is free and for most cases, unlimited, leaving the Wi-Fi workforce free to make camp for a few hours to deliver their latest project. Simply grab your coffee, find your table, open the laptop and deliver the clients proposal in the comfort of the air con and endless pastries and refills.

But, where does this leave the smaller independent coffee houses which are often more limited on space. They already need to foot the bill for the free Wi-Fi access but can also lose out on custom if all the tables are filled with the Wi-Fi workforce. Non Wi-Fi users can also feel uncomfortable coming in to sit and enjoy a coffee which their neighbours tap tap tap away on their keyboards.

But what’s the answer? Many coffee shops in San Francisco are now limiting their free Wi-Fi access to a few hours a day or only making it available through a different passcode each day which is only available if you make a purchase. Therefore ensuring that customers wishing to use the Wi-Fi can, but not to the disadvantage of other customers. Others are keeping some of their tables laptop or tablet free zones allowing those that want to grab a quick lunch more chance of getting a table.

There is also a Wi-Fi etiquette, the ratio to which you purchase coffee or snacks to the time you spend at the establishment. For many, this varies on the coffee shop. If it’s a larger branded establishment then the ratio is less compared to a smaller independent which needs and values its customer.

Some coffee houses have even become Wi-Fi free zones ensuring that customers can reside in a technology free area with nothing more than the grind of the coffee beans or background music to break their conscious. Which for some, is appealing, but those which are meeting in the middle, accommodating both the Wi-Fi users and those that just want their cup of coffee or lunch are really on to the winning combination. One coffee house owner even saw a jump in profits between 15-20% purely by ensuring they accommodated both types of consumers.

So, consider your solution carefully. Monitor its use. Recognise your cliental and ensure your product offering is as enticing as your Wi-Fi strength.