Case Study: Fiera Milano achieves revenue‑generating Wi‑Fi location analytics with RUCKUS Networks

Fiera Milano and Fastweb Innovate New Revenue Generating WI-FI Services

Fiera Milano, the world’s third‑largest exhibition center (400,000+ m², 20 pavilions, ~5 million visitors and 30,000 exhibitors annually), wanted to turn Wi‑Fi from a basic amenity into a revenue‑generating platform by delivering location‑based analytics and proximity marketing to exhibitors. Its legacy network lacked the capacity, coverage, interference mitigation and location services needed to support ultra‑high density events and the advanced analytics customers demanded.

FASTWEB partnered with Ruckus to deploy a carrier‑grade solution—500 indoor/outdoor Ruckus APs, redundant ZoneDirector controllers, wireless meshing and Ruckus cloud location services—installed in under two months. The result was pervasive, higher‑performance Wi‑Fi supporting thousands of concurrent users, simplified centralized management, and monetizable real‑time and historical location analytics (e.g., 135,123 unique visitors and 31.17 min average dwell time) that Fiera Milano now sells to exhibitors and organizers.

Fiera Milano

Ernesto Bonfanti

Chief Information Officer