When companies develop new products, they face the hard step of taking a product naming decision.
Yes, naming is hard: the name must reflect the corporate brand’s perception, the brand image that you want to create and also, it should be easy to remember and pronounce. It’s not something that you choose in a matter of seconds.
When I founded Tanaza (the company) in 2010, I choose a name that was easy to anchor in people’s minds; that sounded nice; that was short; and that had no similarities with other brand names out there. Tanaza had no specific meaning for me, but it gave me a sense of belonging, like a tribe of people that share a special view of the world and of their mission (although I discovered later that it means “to struggle” in pakistani; that it’s the name of a racing horse, in Ireland; and that there’s a lake named Tanaza in the region of Punjab).
As many mono-products companies do, I named our first product (and only product, until last year) after the company. Tanaza was both our company name and our product name. Easy, isn’t it?
The product components were also named after the company: the Tanaza Cloud Infrastructure (cloud.tanaza.com), the Tanaza Hotspot system (editor.tanaza.com and dashboard.tanaza.com) and so on…
Last year, we started the development of what we called TanazaOS: a Linux-based operating system that allows access points to speak with a cloud-based wireless access controller.And in a few months, we were able to launch also the new cloud-based controller, of which you see a screenshot here:
Needless to say, for this platform that allows managing TanazaOS-powered devices, we imagined a whole bunch of names. It was a long discussion, and that the end of it, we decided that we were going to name the product just after the company. Again.
The new platform is called Tanaza.
Why? Because it’s the best representation of who we are as a company and of what we’re trying to do in the wireless industry.
We’re struggling (or “Tanaz-ing”?) to bring software and hardware disaggregation in the wireless industry, and we’re doing it with our cloud-based wireless access controller (app.tanaza.com) and with our operating system TanazaOS, which allows communication between the devices and the cloud.
So, the new platform will be called Tanaza, exactly as the company is named. The operating system (OS) that runs on devices, allowing them to be controlled through Tanaza, is consequently named TanazaOS.
But… what about the “old” Tanaza? Well, we are still in love with it and we know that many people are, as well. Everything in the cloud.tanaza.com platform will remain the same and all functionalities will remain operational, but that product will be renamed “Tanaza Classic“.
You’ll probably ask yourself which are the exact differences in terms of features and capabilities between Tanaza and Tanaza Classic, between TanazaOS and the Tanaza Classic Firmware. Well, these are the topic for our next blog posts… so stay tuned!
Let’s suppose that you were asked to deploy a Wi-Fi network in a restaurant and that your customer wants to collect their Wi-Fi clients’ data to promote their events and special evenings.
In order to collect this type of data easily and quickly, we encourage network admins to enable an easy way for users to login to the Wi-Fi, avoiding complex and long forms to fulfill.
There are two preferred social login flows to achieve this:
Facebook social actions (Like or Check-in)
This social login flow consists of asking Wi-Fi clients to “Log in with Facebook.
UX: After connecting to the Wi-Fi, the Wi-Fi clients will see a splash page, that can be customized with the customer’s logo, their preferred background, and type of advertising. In order to log into the network, they must click the button “Log in with Facebook” on the splash page which will give Facebook permission to access their data. If they accept to provide their complete anagraphic information (or a part of them) to the app “Access Internet”, they will connect to the internet.
PROS: No complex permission needed, no Facebook review needed. Super-easy login flow for the user. You can collect user data (name, surname, hometown location – country and city, birthday, e-mail, age, gender).
CONS: Because not everyone has a Facebook account, you should enable an alternative way to log in (e.g. e-mail, Twitter, Google+).
The Tanaza Wi-Fi Academy is a two-part certification program demonstrates your proficiency in the theory and practice of Wi-Fi and its applications.
These certifications are the first step in the Tanaza training program for Wi-Fi professionals
Understanding your target users’ behaviors and setting up your splash page accordingly, are key to motivating Wi-Fi customers to access your hotspot. Let’s find out more about it.
The first thing users see before accessing your Wi-Fi connection is your splash page. Accordingly, setting it up in a way that engages your users and motivates them to log in, is of paramount importance. But, How can I build a successful splash page? The answer is simple: by understanding your target audience’s behaviors.
When customers authenticate to your Wi-Fi, you are able collect relevant data about them, such as age, gender, location, date of registration, etc. Once this data has been identified, you can leverage it by properly customizing your splash page with what Wi-Fi users want, so that they will be more inclined to share information to access your hotspot.
Personalize your splash pagein different ways. By opting for a very intuitive and quick authentication process, you can motivate your users to log onto your Wi-Fi network. Indeed, nobody wants to spend too much time when accessing a Wi-Fi network. Also, as a way to further involve and engage them when connecting to your hotspot, give your customers the possibility to authenticate using their favorite social network.
Focus on incentives as much as you can. According to the incentive theory of motivation, external incentives make people more active and willing to take action. Therefore, you can reward your clients offering discounts or personalized deals when they sign in, as valuable triggers to motivate them using your Wi-Fi connection.
Segment your audience so you can further customize the incentives you are going to offer. By distinguishing between new and returning users, or dividing them depending on their age range you can target specific users with tailored promotions. For instance, if you run a perfumery providing free Wi-Fi and realize users visit your shop only once, you could offer a discount for a second purchase during that same month, as a way to make them come back. Another example is to offer incentives on the basis of your customers’ gender: let’s suppose you have a clothing shop and you allow users access your Wi-Fi hotspot. Based on your Wi-Fi statistics, you detect that during the week the your users are mainly female, whereas in the weekends the average of female visitors is 60% to the remaining 40% is composed of male users. In this case, you could offer a discount on women’s clothing throughout the week, and opt for a discount on a male and female item of clothing during the weekend.
By virtue of Tanaza, you can leverage social Wi-Fi to enhance your customer experience and better understand users’ behavior. In this way, you will set up the right splash page, which will motivate Wi-Fi users to authenticate to your Wi-Fi network. Tanaza allows you to easily build an engaging and responsive splash page for your customers: you can personalize the design of your login flows and choose your background and graphics. You can add multiple authentication buttons, to allow authentication via email, phone numbers, vouchers, and social login, allowing your customers to log in through Facebook, Instagram, Twitter, etc.
Facebook Custom Audiences is a powerful advertising tool to increase your company’s sales. Find out what they are and how they can be effectively integrated with your Wi-Fi user data to help you generate new conversions.
If you are a B2B company looking for an effective way to increase the number of your customers and sales, Facebook custom audiences based on your social Wi-Fi user data are the right option (even if it’s quite expensive). When offering free Wi-Fi to your clients, by allowing them to log in using their favorite social network, you can capture useful user information – i.e. emails, phone numbers, Facebook details – and leverage it in a smart way through Custom Audiences, the powerful tool provided by Facebook to target the right people with your advertising. (more…)
Whether you are a new or an early stage company, which wantsto operate in the wireless networking space offering Wi-Fi solutions, we hope you will find the following suggestions very useful.
Target small clients
To begin with, start building client relationships based on your target. First, it is recommended to engage with small businesses at a local level, such as bars and restaurants nearby your place, as it is easier to directly interact with its owners. Furthermore, establishing a relationship with smaller clients can help you to reach bigger customers more easily. On the contrary, to start by targeting larger business, such as big hotels, would not give you the opportunity to enter in direct contact with business owners. Accordingly, focus on bigger clients once you have reached a good number of customers in the lower end of the market.
Use low-cost access points
Being at the entry-level of your business, it is advisable not to immediately rely on enterprise-class products, being that these are overpriced compared to what they offer. What is more, contracts related to these kinds of products do not allow you to change vendor, which also means that lock-in costs have to be incurred.
Opt instead for affordable Wi-Fi products. Low-cost access points can help you minimizing hardware costs by still providing you with good performances. You can choose among many options in the low-cost Wi-Fi market: for instance, one of the main contenders supported by Tanaza is Tp-Link, a provider of SOHO & SMB networking products and WLAN products at global level. You could opt for TP-Link TL-WA901N/ND or TP-Link TL-WR941N/ND, two access points having basic performance suitable for SMB at an affordable price. Should the performances of these devices not be enough, you can rely on a more powerful class of devices belonging to Ubiquiti, a vendor providing various networking products and solutions for service providers and enterprises. For instance, the company’s UniFi UAP and UniFi UAP-LR devices are a valid option to consider.
Target locations with 1-2 access points
It is recommended to start targeting locations with 1 or max 2 access points, as the installation process becomes more difficult with the more devices you add. Typical examples of locations where only 1 or 2 devices are needed are small coffee shops, Airbnb apartments and small shops. Furthermore, when choosing the right location, remember to minimize wireless interference as much as possible. For instance, avoid installing your wireless network where physical obstacles can interfere with your wireless signals, such as trees, walls (concrete and steel in particular), water and reflective glass.
Indoor access points are easier to install
Considering that you target small clients, indoor devices are preferred to outdoor devices, at least at the beginning. This is because indoor access points are less expensive than their outdoor equivalent, as their installation process is easier. Indoor APs do not need have particular requirements to protect them from weather exposure (i.e. being waterproof), nor special installation skills, such as the need for antennas for wireless coverage and range.There are many indoor devices on the market: Tanaza can help you to choose among a wide range of indoor supported access points.
Target clients that already have an internet connection
Focusing on clients already offering a password-protected internet connection, and locations that already have connectivity i.e. through ADSL or fiber, enhances your chances to convince them to buy from you, as they do not consider broadband connectivity costs as a further expense to cover the add-on solution you are offering. Furthermore, you can improve your customers’ networks in different ways, for instance, if they are tired of giving their Wi-Fi password to each single customer you can offer your high-performance Wi-Fi captive portal. Furthermore, you can introduce innovative ways for data capture and user authentication based on social login, which enables users to log in with their favorite social network. In this respect, businesses providing Wi-Fi access using passwords, like bars, could benefit from such captive portal. The captive portal offered by Tanaza can be used as a marketing tool to collect user data with an easy-to-setup and easy-to-use Wi-Fi authentication splash page.
Instead of directly offering an all-inclusive package, maximize your revenue streams by dividing your service offering as follows:
One time hardware cost for each single access point
Monthly or annual maintenance costs: the annual option is more convenient and safer, as it avoids possible earlier clients’ withdrawals from the service
Management costs related to features – i.e. captive portals – applied to each access point, which would include Tanaza’s licenses for each managed AP. You can rely on the prices suggested by Tanaza if you are a Tanaza Authorized Partner
Support costs, which is recommendable to limit based on a determined number of hours or opened tickets, and preferably offered only remotely / through e-mail and not by phone 24/7/365.
Installation and hardware costs, meaning adding a percentage related to your provided installation service to the incurred hardware costs.