Purple WiFi Marketizes Its New Brand-Name Purple

By CIOReview | Tuesday, January 19, 2016

FREMONT, CA: Rebranding is a difficult task and often comes with huge risk, but when executed properly can revitalize a company’s image and skyrocket sales. Recently, Purple WiFi, the cloud-based marketing and analytics WiFi Software Company, evolved into Purple, the intelligent spaces company to better reflect the establishment’s wider span of focus.

Since its foundation in 2012, Purple has been changing the WiFi panorama starting with handy social WiFi for the customer and a range of WiFi marketing and analytics tools for venues to enable better interpretation of, and communications with their customers. It has worked with popular brands like Molson Coors, Legoland, Jaguar, United Wireless Arena, City of York and TUI, to evolve its offering beyond WiFi analytics, to encompass a wider range of data elements from a single location.
At present, Purple concentrates on the concept of iSpaces (Intelligent Spaces) that effectively visualizes data, say sensor outputs, about any physically/virtually connected space and consequently combines with the aforehand information through WiFi data to help organizations predict behavior, discover location and customer base, and take action.

Purple targets both small business and large enterprises. Small businesses exploit Purple’s free guest WiFi and purchase a cloud software license that grants open access to marketing and analytics tools, whereas, large enterprises have the choice of four products, namely, WiFi, Location, Fusion and Provision. ‘Purple WiFi’ bundles guest wireless-fidelity with analytics and marketing products while ‘Location’ is responsible to provide location based services that recognize devices, enable heat mapping, furnish zone flow information and facilitate journey management. The relatively new offering, ‘Fusion’ allows data source conglomeration which aids in mining information about any physical space. ‘Provision’ is Purple’s commercial product that best conforms to business by enabling both guest and staff WiFi environment. It uses automatic certificate provisioning instead of WPA (WiFi Protected Access) or other encrypted WiFi SSID’s (Service Set Identifier), which are intrinsically insecure for a BYOD (Bring Your Own Device) environment.

Camden Market harnesses Purple’s services to provide pan-market free WiFi, ensure copacetic customer experience and allow individual businesses to appeal buyer. “The world moves fast, and at Purple we are not afraid to change our brand and product to move with it. WiFi marketing and data is still and always will be the core of our business, but we’ve decided we need to offer more than WiFi analytics alone to truly understand what is going on in a venue,” annotates Gavin Wheeldon, CEO, Purple.