CASE STUDY
Marnus Kruger , Chief Operating Officer , Think WiFi , noted that some estimates suggest that only 10 % of South Africa ’ s homes have fixed , affordable Internet , while lower-income earners are paying 80 times more for such access .
“ According to the State of ICT in South Africa report , the main barriers to online access for the majority of South Africans are data costs , lack of Internet-enabled devices , and low digital literacy . By taking Wi-Fi into the townships through a carefully crafted model that is both sustainable and fundable , we are enabling an increasing number of South Africans to participate in the digital and national economy ,” he said .
“ One of our biggest challenges has been breaking into the advertising industry as a relatively new and unknown media owner . To this end , we have embarked on significant B2B level public relations and marketing campaigns , in order to increase our awareness in the industry . Since then , we have experienced success in partnering with some of the country ’ s biggest brands , which have run successful campaigns across our network .”
The journey
Kruger pointed out that Think Wi-Fi ascribes to what it refers to as a hope index , which supports five UN sustainable development goals ( SDGs ). In essence , he said , the company is of the opinion that free Wi-Fi in under-serviced communities has the potential to have multiple positive impacts .
“ Reducing inequalities is another key goal , and is done by empowering social , economic and political inclusion , as it enables participation in the Fourth Industrial Revolution ( 4IR ). It also fosters digital equality for vulnerable communities by providing equal opportunities as well as equal access to work , quality education and other digital services .”
“ The final SDG is that of creating sustainable cities and communities , and the Wi-Fi platform is being adapted for Smart City Internet of Things ( IoT ) applications . These will drive inclusive and sustainable urbanisation and improve community security – as police and emergency services will be able to find locations more easily , and citizens will have online access to help lines ,” he said .
By working closely with CommScope , the organisation chosen to implement the Ruckus Wi-Fi access points , Think WiFi has consistently rolled out connectivity options in previously under-serviced areas . In this way , Kruger stated , it has played its part in helping these communities to obtain the benefits of the digital world , while assisting the country to meet its SDG obligations .
The results
According to Kruger , Think WiFi ’ s approach is to enable these communities with access to free Wi-Fi , while at the same time working closely with brands to assist them to meet their marketing objectives and to also create a bigger drive for purpose-led advertising .
“ To start with , it gets us much closer to delivering equal rights to economic and technological resources . This means that people in these areas can now access digital , financial and essential services via high-speed Internet . Their exposure to climate , economic and environmental events is reduced – a good example here is the remote schooling and working undertaken during the pandemic – and it helps to reduce extreme poverty , by saving money that can instead be spent on other necessities ,” he said . “ Secondly , it encourages equitable and quality education , as schools are provided with free connectivity and digital education application , while university students and other learners have access to free uncapped connectivity . It also enables access to online classrooms , lectures and vocational training .”
“ By partnering with brands through a triple-win approach we should see an increased positive impact in areas such as job creation . We have , for example , already witnessed growth in informal businesses that operate in the vicinity of our Wi-Fi hotspots , known as ‘ ThinkZones ’,” he said . “ As informal businesses grow , so does the potential for job creation . Our solutions can also be applied to education programmes and corporate social investment ( CSI ) initiatives from a community investment point of view .”
Westcon , the distributor for the Ruckus solutions , stated that the technology is ideally suited to the demands placed on it by Think WiFi ’ s approach , and for the increasing requirements of the communities in which the hotspots are placed .
The third SDG , he explained , is focused on decent work and economic growth , and these hotspots help here by connecting employers to local skills , improving small business growth through access to markets and via increased awareness , and it enables start-ups by delivering connectivity and enhanced security .
“ Robust , easy to maintain and able to connect those who need Internet access the most , these Ruckus wireless hotspot solutions provide the perfect bridge over the much-discussed ‘ digital divide ’,” said Andries Janse van Rensburg , Channel Manager for CommScope at Westcon .
52 INTELLIGENTCIO AFRICA www . intelligentcio . com