Venice Airport ADV

Case study – Venice Airport ADV

Transforming waiting travellers into sales opportunities

SAVE Group includes the airports of Venice, Treviso, Verona and Brescia.
Venice Marco Polo Airport is Italy’s third intercontinental gate.



More than 9M passengers travelled through Venice Airport last year. An interesting target group to create business opportunities inside the terminal and find strategies to engage with these visitors by advertising products. However this often fails, as advertisements promoted on billboards and screens do not always get noticed. To be effective, communication needs to arrive in the right place at the right time.

This is where digital platforms, such as Wi-Fi Guest, with targeted messages came in. An excellent and profitable Wi-Fi service, in addition to being a key commodity for passengers, makes it possible to improve the airportʼs reputation within the ACI ranking.



In the case of the airport, the MobiMESH inPiazza, an efficient WiFi service has been combined with advertising tools delivered directly from the WiFi portal. The WiFi user experience has been optimized by leveraging the versatility of the platform.

Each retailer can offer targeted advertisements to those who connect to the Wi-Fi portal via their smartphone while waiting for a flight. Not just any advertising as the advertising proposed at the moment of connection is fully customizable based on the different areas of the terminal, a scheduling on an hourly basis and localized messages to take advantage of linguistic nuances to meet retailersʼ needs.



That the service has proven a real success can be seen by the results of more than 2.5 million accesses with an average of 6.690 users per day makes the solution attractive to propose advertising profiled around activities inside the terminal. Targeted advertising with dedicated offers to incentivize their conversion. Early 2023, 3 different campaigns were run to promote the sale of products with as result more than 320.000 impressions. A mix between generic and differentiated campaigns leading to a high success rate.

This new pomotional solution achieved through the MobiMESH inPiazza WiFi platform sparked interest in other retailers who were impressed and want to develop similar strategies to engage new customers.

“WiFi advertising will prove to be a powerful tool for businesses in our airport, regardless of the industry. It allows you to intercept real traffic, in the right place and at the right time: every Marketing Manager’s forbidden dream”

Nicola Petrus

Digital Media Specialist, Gruppo SAVE

Humanitas: WiFi Campus Experience

Case study – WiFi Humanitas

WiFi in Humanitas: drive your passenger journey

Humanitas is a highly specialized teaching and research hospital. It combines specialized centers for the treatment of cancers, cardiovascular diseases, neurological and orthopedic disorders, as well as an Ophthalmology Centre and a Fertility Center.
The hospital is also equipped with Emergency and Radiotherapy areas.
It is composed by several different sites in three Italian regions, serving almost 1 million patients per year.



Humanitas has an extensive WiFi coverage in its structures, built to support internal operations and activities for doctors, nurses and staff.
With the increase of attention to patient’s digital needs, the Hospital decided to extend this WiFi infrastructure, with the double intention of making their patient journey easier, and of having a digital touch point with them.
The digital infrastructure was then to be shared between sensitive, internal patient information for internal usage, and guest, public patient traffic. A powerful and flexible user and traffic management platform was then needed, to provide efficient onboarding but also to be able to maintain the traffic segregation which is needed in public health structures.
Moreover, the envisioned platform should have made available tools and features to support the evolution of the Patient Journey Management, which includes the capability to provide multiple onboarding tiers, GDPR consent management, informative mechanisms and analytics tools.



In order to deliver such a delicate and crucial service in an efficient manner, and to keep a continuous control over data gathered from the patients, Humanitas has chosen to internalize the Authentication platform on its datacenter, thus having full control over it.

The InPiazza Platform has therefore been installed and delivered on the private Humanitas datacenter, with direct network connection with the WiFi infrastructure and no contact with the outside.
Different user tiers have been established, in order to treat every user of the WiFi network in the Humanitas campus with dedicated policies:
WiFi Guests: occasional users, who exploit WiFi connectivity while waiting before a visit, or while they wait for their companions to be visited/treated.
Such users are self-authenticated, with a combination of Social Logins and SMS authentication;

WiFi Patients: patients who stay in the structure for a long time and who need a more stable and persistent connectivity. Those users are authenticated through an Access code provided when they start their stay;

WiFi Conference: users who participate to conferences, conventions and symposiums in the Congress Center of the campus. Participants are authenticated through a Conference code, which is specific for each conference and which is provided to the participants together with the conference materials. Users are requested to provide some information when they log in (such as their job, affiliation, etc).
Every user tier is treated with a specific policy, in terms of available Internet access duration, bandwidth, traffic quantity, number of contemporary devices and so on, so that every user receives a service
which is specifically tailored to his needs.

Special attention is paid to the privacy of the users, given the delicate environment in which the WiFi network is operated; the whole process is GDPR compliant and all the consents are gathered and treated in the most respectful way.



The service has been employed by hundreds of thousands of users, with an average of 1000 contemporary users during working hours and with high return rates.

InPiazza is happy to support health structures to drive their Patient Journey!

“The WiFi service provided by Humanitas’ infrastructure and the InPiazza Platform has been widely appreciated by the end users, who enjoy a better patient experience in the Humanitas campus”

Flavio Tavarnelli

Network and Cybersecurity Manager at Humanitas S.p.A.

WiFi engagement

WiFi engagement

Obtain the most from your
WiFi infrastructure while
eliminating complexity.

Guest WiFi and seamless
customer login

InPiazza Platform is designed to allow customers to make the best out of their WiFi infrastructure.

InPiazza captive portal can be easily customized in order to create catchy, tailored landing pages, to provide multiple and seamless log-in and welcome back options while ensuring the highest level of security and the appropriate infrastructure sizing.

WiFi Engagement

Customized landing page;

Define your communication
message and start engaging
with your customers;

WiFi vendor independent;

Traffic Management

Differentiate traffic management
policies by location and user;

Track usage and user behaviour;

Access your dashboard via APP;

User Profiling

Capture visitors information via
social log-ins;

Collect and analyse user profiles
to run more effective targeted

Leverage WiFi as a cornerstone
of your customer loyalty and
caring strategy;

Social Interaction

Engage with your customers
when they are ready to listen;

Ask them to interact with your

Nurture and reward your most
loyal customers;

inPiazza platform
allows you to

Accelerate deployment of new initiatives without the need to install additional software or hardware.

Be compliant with any privacy and data protection regulations.

Manage any WiFi service and product upgrades from a single cloud-based dashboard.

Track traffic and usage with analytics at company level and in each single site.

Flexible first time
user login

Social Login

Access via
Facebook, Twitter,
Google, Instagram,

SMS Registration

Registration and
validation via simple

Truncated Call

Avoid SMS costs.
Simplified foreign

Click and Surf

No registration,
immediate access

Mail and Surf

Authentication via

Scratch Card

Access via one time

Group Code

Access for a user
group with shared
single code

OpenID Protocol

authentication via

Pay and Surf

Payment and
invoicing via Paypal

Public Identity Mgmt

Public identity

Seamless welcome back

Use of local WiFi tends to be associated with superior customer experiences.
Simpler welcome back mechanisms lead to satisfied customers and higher engagement.

User is identified just the first time.
When returning, user is sent to a Welcome Back page with simplified authentication.

User MAC address is stored and identified.
A NAS is opened straight from the connection, ensuring a home-like connectivity experience.

Effective traffic and
policy management

Time based

Policy associated with pre-defined time limits (e.g. max 8 hours / day or validity just for 24 hours).

Bandwidth based on user profile

Pre-defined uploads and download traffic limits for each user (e.g. 4 Mb/s in downlink, 500 kb/s
in uplink)

Traffic based on user profile

Traffic is defined upfront (e.g. 512 Mbyte / day or 2Gbyte / month etc.)


Once user reaches a given threshold, then a new bandwidth is automatically assigned (e.g. 4
hours / day with no limits; 500 kb/s limit after 4th hour)

Airport Wifi: Drive Your Passenger Journey

Case study – ADR outline

Airport WiFi: drive your passenger journey

AdR is the company that manages Roman airports of Fiumicino and Ciampino. It is the largest Italian operator and the fifth one in Europe by traveler count, with 50M passengers in 2019.



Airports are putting a lot of effort into granting an excellent Passenger Journey; indeed being able to grant a pleasurable and frictionless passenger experience brings direct and indirect benefits to the Airport, and overall business performance of the venue affects its reputation and ACI/ASQ ratings.

Wi-Fi connectivity is a key aspect in the Passenger Journey, and its performance directly affects the ratings of the airport. Therefore, it is essential to ensure a top quality service, with clear and frictionless access and high level performance.

In addition, a well-designed WiFi onboarding experience encourages passengers to interact with the facility, creating several business opportunities, from advertising to drive-to-store and other collaborations with retail shops inside the terminal.

The ADR Management faced the challenge of building an extraordinary WiFi Passenger Journey, capable of delivering the highest performance and providing new digital services.



To deliver such a delicate and crucial service efficiently, being also able to control it and develop it, ADR decided to internalize the WiFi engagement platform and collaborate with inPiazza to create a value-added service ecosystem.

The first step was an efficient onboarding process
with a fast welcome page, few clear onboarding tiers to meet the needs of both single-touch passengers and international business-oriented customers with existing roaming contracts. inPiazza allowed the necessary flexibility, and the effectiveness of the service has been welcomed by the customers, who have appreciated it– in 2019 12M users used the service, about 1 out of 4 passengers.

By leveraging the airport’s highly efficient WiFi infrastructure, the goal was to provide the highest possible bandwidth to every user at all times.

During peak hours the traffic load is high, so the available bandwidth must be shared among all passengers, but when the network is less loaded fewer passengers can benefit from a higher performance, therefore are encouraged to interact with the facility. This was achieved by inPiazza’s traffic management functions, with adaptive bandwidth allocation helping to make the best use of available bandwidth.

With a substantial number of users logging into the WiFi network, it proved to be an excellent and unique touchpoint to engage Passengers and stimulate business occasions. The inPiazza platform enriched ADR’s Passenger with targeted pre-login adv, based on the people’s physical location, language, schedule, etc, thus ensuring a perfect match between the passenger’s needs and the advertised opportunity.

ADR is also planning to exploit more interactive features of the platform like Proximity Marketing tools to offer better basic Airport services, such as Fast Track, Parking etc.



The Splash Advertising system has been adopted for more than 35 campaigns with over 1M impressions, involving international brands, travel agencies, tour operators, etc in a win-win proposition.

“The top quality of Passenger Journey services in ADR has been awarded with ACI Europe’s Best Airport Award every year since 2018, in its category (Airports with more than 40M passengers/year)”

Emiliano Sorrenti

CI&TO at ADR TEL S.p.A. Aeroporti di Roma