THE VALUE OF WI-FI

With Wi-Fi spectrum becoming increasingly congested, Wi-Fi Alliance aimed to raise awareness of this issue and advocate for more spectrum allocation globally.

THE ASK: Assess the economic value of Wi-Fi worldwide, incorporating intrinsic and social factors beyond market value for both developed and developing economies.

STRATEGY: Recognizing that the study alone was too complex for general understanding, we launched a comprehensive campaign that included:

• Study Synopsis Paper: A concise overview of key findings

• Dedicated Web Page: Highlighting results and advocating for new spectrum needs

• One-Page Highlights: Easy-to-digest summaries of the study

• Blog Post: Insights from the group's regulatory advocate

• Graphics: Visuals for member organizations to use in presentations and materials

• Complementary Video: Illustrating the importance of Wi-Fi

• Social Media Campaign: Amplifying the message across platforms

RESULT: Increased participation in spectrum advocacy by member organizations, with more spectrum allocation ordered in a variety of countries including the U.S. in 2020; the study was updated less than two years later to add more countries, with much of the content I developed re-used and repurposed.