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Derived Regulation

Harnessing tech to address a nation's challenges

by Lim Sheng Ming , Brunei Darussalam

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Don't unplug the latte-loving Wi-Fi seekers

Jun 5, 2009 13:41

So it's taken Brunei a couple of years, but local food establishments are finally seeing the same problem their counterparts in more tech-savvy countries have been facing since as early as 2005. I'm going to exaggerate the scenario just because I can: A customer walks into the shop, sits down at a table meant for four people, orders the cheapest drink on the menu, plugs his laptop in, and sits there for 6 hours, possibly downloading porn over P2P networks. Like I said, it's an exaggeration. But you get the idea.

Compared with some of the other articles and blog posts you can Google up, the local article is a very tame read. The newspaper didn't get comments from the Wi-Fi-using public but interviewed cafe owners, none of whom would admit to chasing away free-loading customers. In Brunei, sustaining any food establishment is notoriously difficult because there is so much competition. Block Wi-Fi from your customer and a 2-minute walk will bring him to another eatery with free Wi-Fi.

Especially among the younger set, cafes and Wi-Fi go together like hot coffee and frivolous law suits. Discontinuing the service is akin to suicide and turning the network off during peak hours will encourage customers to slake their caffeine lust elsewhere. Other solutions include charging for the service and various access restrictions, but they all treat the customer as a nuisance rather than the walking piggy bank that they are.

How about this: If you're going to set up a Wi-Fi network, go a little bit farther and hook it up to a computer that tracks how long each customer has been plugged in. After 90 minutes send a Web page my way thanking me for my patronage, and to show your appreciation you'd like to give me a 20 percent discount off my next purchase. However, the next purchase must be made within the next 15 minutes. After 90 minutes my drink's probably dry and I'd love another chai tea, especially at a reduced price. Heck, if you don't want to offer discounts, how about a page with your menu as a friendly reminder?

Quoting from the original article, If they overstay, there is nothing much we can do, says one business owner. I beg to differ, there are things you can do to add value to the ~~freeloader's~~ customer's experience, all the while slowly chipping away at his wallet. You may not be able to convince me to pay full price, but the last I checked 80 percent is still bigger than 0 percent.

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juniper

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juniper says...
Nice suggestions.

Jun 05, 2009 16:34

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About Lim Sheng Ming

Tired of relatives misspelling his name, Lim Sheng Ming christened himself "LSM". Born in Brunei, he is currently based in intoxicating Japan where he is supposed to be doing research. A published writer, an accomplished Latin dancer, a Tai Chi practitioner and a committed Lifehacker, he still finds time to follow standards-based Web development and promote Internet accessibility. He is also one of the few who have switched from a Mac (but don't judge him for that).