It's not about Wi-Fi technology per se, it's about how you approach it and apply the connectivity, according to Felix Gibson, founder and CEO of 802 Works and 802 Event Wi-Fi.
Listen and challenge, do things well first time, don't pick fights you can't win and learn to move on: These tenets and watchwords have served Gibson well and form the basis if his company's culture. They also underpin the successful development of his north Lanarkshire-based business, which is also known for sticking to a policy of chasing success instead of money while working smarter and harder.
These guiding principles catalysed a notable change in the company during 2012 when Gibson turned his attention to High Density Wi-Fi in stadiums and arenas. As a result, 802 Event WiFi became one of the first companies to successfully deploy Wi-Fi into a 54,000 capacity football arena at Ibrox stadium in Glasgow. This was one of only four 'bowl' deployments in the UK. Since then the firm has deployed many more HD Wi-Fi solutions at venues including Down Royal Racecourse (Belfast), Hamilton Park Racecourse (Hamilton), Milngavie town centre, Perth Concert Hall and most recently Albion Rovers FC.
"The product in itself is not the end game, it is the engineering knowledge and competencies that deliver the solution," added Gibson. "Our current priority is to push the 802 Event WiFi brand and position it as the provider of choice for all Wi-Fi related solutions."
An important aspect of Gibson's growth strategy is public Wi-Fi access and data capture. He foresees a closer relationship with third party value added providers and believes that specialisation is key. "The market has become fragmented with everyone doing everything," said Gibson. "Resellers should do what they do well and make it theirs, but involve other specialists to support their own expertise - why compromise?"
To fully realise the potential of Wi-Fi more information must become available through data capture, demographics and analytics. And the relationship between Wi-Fi and the client app needs to be further developed, believes Gibson. "In the US National Football League you don't install one without the other," he added. "The app works to monetise the network and pays the Wi-Fi investment."
How businesses promote a service or product and how they communicate with their target audience is key, and 802 Works sees Wi-Fi as an absolute given. It offers the ability to promote a product or service via an image or text to potential candidates wherever they are. It's no longer about a big fixed billboard in the town centre, but rather a message or video sent directly to a device over Wi-Fi. Nor is that all, demographic and analytical information forms the basis of reports for prospective marketers to match the target with a product or service. The technology also offers the promoter an enhanced ability to engage with their audience.
"It's all about the speed of change and the impact this has on how we do business, communicate and engage with others," stated Gibson. "I experienced the 'open' technology revolution in the early 80s and have learnt to embrace new technology as it emerges. We naturally encourage the integration of emerging technologies associated with High Density Wi-Fi. We believe this adds value to the overall customer solution and user experience. Growing up with the speed of change has also taught me to differentiate between product and solution."
Gibson founded 802 Event WiFi in July 2007 as a provider of fixed wireless radio solutions to the public sector. The proposition was to deliver substantial savings by replacing legacy low capacity leased lines with superfast cost-effective wireless links. "Some organisations were quick to embrace the technology with higher capacity bandwidth and huge savings," explained Gibson. "Others didn't, and still don't get it, which is hard to believe considering how far budgets have been cut."
802 Event WiFi continues to deliver wireless solutions to the public sector with 33 per cent of local authorities in Scotland in its customer base. "Although the public sector delivers fair revenue it is becoming more difficult to build trusting relationships due to procurement rules and processes," added Gibson.
"It is difficult for us to justify 'giving away' our intellectual property and then see it appear as part of a tender which is awarded on lowest cost submission. We will continue to work with the public sector but also develop steady growth in the private sector. This fits our style. We are brand agnostic, not a brand-led solutions supplier. We will deliver a solution that meets the demands of the environment, including third party products that deliver added value."
Gibson has witnessed growth in the private sector, particularly from the entertainment and arts industries. "The market is getting a little crowded with pop-up tick-in-the-box Wi-Fi providers and multi-vendor solution providers having Wi-Fi as an add-on or afterthought," he added. "This gives Wi-Fi bad PR in much the same way that poorly installed wireless radio links did 10 years ago. It's not about the Wi-Fi, it's about what you do with it and we need to educate the market."
The company's turnover last year topped £725k with further growth expected this year. In terms of staff, Gibson's strategy is to remain lean and agile. "We have four members of staff who do the jobs that are core to the business," he said. "The other activities we outsource. Our aim is to be recognised industry-wide as a stable, secure, financially sound business and a leader in Wi-Fi technology solutions. We'll get there through hard work, credibility, innovation and a bit of luck."