While some mobile operators urgently need a cost-effective way of satisfying customers’ ever-increasing hunger for more bandwidth, this is not the only driver for Wi-Fi offload. As devices with built-in Wi-Fi perform better in Wi-Fi networks than in 3G/4G – especially indoors – mobile operators need to be able to deliver a good Wi-Fi-based end-user experience. Furthermore, with more and more new types of devices being designed specifically as “Wi-Fi only,” the operator can decrease churn and make subscribers more “sticky” by offering Wi-Fi. By offloading users from the 3G/4G network to Wi-Fi networks, mobile operators can add more capacity in an affordable and flexible way. We have seen operators that have built Wi-Fi offload networks proactively in areas with heavy mobile broadband usage such as universities – and reaped the rewards of reduced cost and lower churn due to better user experience.