India partners with private company to sell ads to commuters via railway Wi-Fi
An announcement from Indian government-owned telecom company, RailTel, detailing efforts to monetize existing free railway Wi-Fi in partnership with a private company has drawn criticism that it will lead to data collection, breaches, unwanted ads and more.
The five-year agreement with a consortium led by IT company 3i Infotech covers over 6,100 railway stations across India. Those railway stations receive over 1.1 million unique users per day. The plan is to generate revenue through targeted adverts and infotainment services. The duo plans to launch a login requiredriders will use to access free internet, infotainment subscriptions, and logistical information - like train times and routes.
The consortium will provide edge compute and analytics and enable hyperlocalizing of contents and adverts. For its efforts, the consortium pays RailTel either almost $1.7 million per year or 40 percent of revenue, whichever is higher. 3i Infotech estimates the project will generate a minimum of $30 million in revenue over a five-year period.
“This Public-Private Partnership on Wi-Fi network monetization will truly transform the railway passengers’ digital journey, providing customers a differentiated experience,”
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