For Consumer Product Strategy Professionals

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	December 5, 2008 Location-Based Advertising Understanding the Opportunity for Wireless Broadband Networks by Julie A. Ask with Ina Sebastian

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Executive Summary

Ad-supported access is still considered to be a potentially critical revenue stream for public network providers. Google's previous attempts at citywide Wi-Fi in San Francisco, as well as Clearwire's WiMAX plans, show the large-scale investments and losses at stake for an unproven business model.

Key Questions

• How likely are consumers to accept location-based advertisement in exchange for free wireless broadband outside of the home/office?
• What is the potential of ad-supported wireless broadband models in the short term?
• How should service providers target public Wi-Fi users with location-based ad services?

This is an excerpt

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