Telstra launches Air Merchant in small business data grab

Small businesses and Telstra are set to gain access to a new tranche of customer information with the launch of Telstra's Air Merchant on Tuesday.

Telstra claims the product is the first of its kind and will allow small businesses to easily set up a guest Wi-Fi service, promote tailored offers to customers and learn more about their customers’ preferences.

It will spell an end to business owners having to hand out their private Wi-Fi password details to their customers.

Telstra hopes the product will help small businesses attract customers with research conducted by PureProfile and Telstra in February of over 1,000 customers finding access to free Wi-Fi is a key factor for customers when choosing between two similar businesses.

Of those surveyed 66 per cent said they wanted free Wi-Fi from businesses such as cafes and pharmacies, with the number jumping to over 80 per cent for 18-24 year olds.

Access to publicly accessible information

Brendan Donohoe, Telstra’s executive director of small business, says the product builds on Telstra Air which enables customers to use Wi-Fi while out and about at hot spots including Telstra pay phones while Air Merchant enables small businesses to extend wifi to their clientele. Read more