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Fiera Milano had a plan. It wanted to transform Wi-Fi from a basic connectivity service into a revenue-generating platform that enabled value-add proximity marketing to its customers.
The third largest exhibition center in the world spanning more than 400 000 square meters, the Fiera Milano attracts some 30 000 exhibitors and 5 million visitors to more than 50 exhibitions each year.
With the sharp increase in the use of smart mobile devices and applications by its customers, Fiera Milano saw an opportunity to leverage Wi-Fi location services to deliver more detailed data and user analytics regarding the behavior of delegates attending the exhibitions. Exhibitors wanted this information to identify traffic trends so they could customize marketing efforts to prospective customers.