Telecom operators in Bahrain can offload 3G or 4G traffic on to Wi-Fi networks to provide fast and reliable speeds to mobile customers, an expert has said.

According to Aruba Networks Middle East and Turkey regional director Ammar Enaya, rather than looking for a data solution that is a number of years away, cellular networks in Bahrain simply need to embrace the right technology today to ensure that customers experience the best possible speed and reliable connectivity, reported the Gulf Daily News, our sister publication.

The technology is already available thanks to the new wireless standard 802.11ac, he said.

"This is the first in the industry to deliver gigabit Wi-Fi combined with the device density and application intelligence required by today's Wi-Fi networks.

"As Wi-Fi has become the de-facto network for smartphones and tablets, and as more and more of these devices pour on to company networks, mobile operators in Bahrain need to make use of this bandwidth in order to keep offering their customers the service they have come to expect," Mr Enaya said.

"Unlike cellular networks, Wi-Fi allows the information technology (IT) administrator to own the connection experience.

"This ultimately means understanding the device type, profiling the user and mapping that information back into their existing customer relationship management systems," he added.

"This equals huge customer insight and revenue opportunities for the operator, and crucially, allows them to reduce bandwidth and networking costs dramatically."

According to him, service providers, retailers and other organisations could also use these Wi-Fi platforms to deliver finely-tuned content such as targeted advertisements and special programming in locations like coffee houses, retail outlets and restaurants.

"In the UK, British Telecom recently launched an app that will give customers access to their landline plan from their smartphones as they seek to benefit from them, looking for ways to minimise their mobile phone bills," Mr Enaya said.

"This is a smart move by BT, as the telecom giant is focused on its customer and providing an integrated experience as well as cost savings.

"We might well see the same thing happening in the Middle East and subsequently in Bahrain," he added. – TradeArabia News Service