LinkNYC Rollout Brings Speedy Free WiFi and New Opportunities for Marketers to New York

Link.NYC WiFi Kiosk 5, Image by Alan Rothman

Link.NYC WiFi Kiosk 5, Image by Alan Rothman

Back in the halcyon days of yore before the advent of smartphones and WiFi, there were payphones and phone booths all over of the streets in New York. Most have disappeared, but a few scattered survivors have still managed to hang on. An article entitled And Then There Were Four: Phone Booths Saved on Upper West Side Sidewalks, by Corey Kilgannon, posted on NYTimes.com on February 10, 2016, recounts the stories of some of the last lonely public phones.

Taking their place comes a highly innovative new program called LinkNYC (also @LinkNYC and #LinkNYC). This initiative has just begun to roll out across all five boroughs with a network of what will become thousands of WiFi kiosks providing free and way fast free web access and phone calling, plus a host of other online NYC support services. The kiosks occupy the same physical spaces as the previous payphones.

The first batch of them has started to appear along Third Avenue in Manhattan. I took the photos accompanying this post of one kiosk at the corner of 14th Street and Third Avenue. While standing there, I was able to connect to the web on my phone and try out some of the LinkNYC functions. My reaction: This is very cool beans!

LinkNYC also presents some potentially great new opportunities for marketers. The launch of the program and the companies getting into it on the ground floor were covered in a terrific new article on AdWeek.com on February 15, 2015 entitled What It Means for Consumers and Brands That New York Is Becoming a ‘Smart City’, by Janet Stilson. I recommend reading it in its entirety. I will summarize and annotate it to add some additional context, and pose some of my own ad-free questions.

LinkNYC Set to Proliferate Across NYC

Link.NYC WiFi Kiosk 2, Image by Alan Rothman

Link.NYC WiFi Kiosk 2, Image by Alan Rothman

When completed, LinkNYC will give New York a highly advanced mobile network spanning the entire city. Moreover, it will help to transform it into a very well-wired “smart city“.¹ That is, an urban area comprehensively collecting, analyzing and optimizing vast quantities of data generated by a wide array of sensors and other technologies. It is a network and a host of network effects where a city learns about itself and leverages this knowledge for multiple benefits for it citizenry.²

Beyond mobile devices and advertising, smart cities can potentially facilitate many other services. The consulting firm Frost & Sullivan predicts that there will be 26 smart cities across the globe during by 2020. Currently, everyone is looking to NYC to see how the implementation of LinkNYC works out.

According to Mike Gamaroff, the head of innovation in the New York office of Kinetic Active a global media and marketing firm, LinkNYC is primarily a “utility” for New Yorkers as well as “an advertising network”. Its throughput rates are at gigabit speeds thereby making it the fastest web access available when compared to large commercial ISP’s average rates of merely 20 to 30 megabits.

Nick Cardillicchio, a strategic account manager at Civiq Smartscapes, the designer and manufacturer of the LinkNYC kiosks, said that LinkNYC is the only place where consumers can access the Net at such speeds. For the AdWeek.com article, he took the writer, Janet Stilson, on a tour of the kiosks include the one at Third Avenue and 14th Street, where one of the first ones is in place. (Coincidentally, this is the same kiosk I photographed for this post.)

There are a total of 16 currently operational for the initial testing. The WiFi web access is accessible with 150 feet of the kiosk and can range up to 400 feet. Perhaps those New Yorkers actually living within this range will soon no longer need their commercial ISPs.

Link.NYC WiFi Kiosk 4, Image by Alan Rothman

Link.NYC WiFi Kiosk 4, Image by Alan Rothman

The initial advertisers appearing in rotation on the large digital screen include Poland Spring (see the photo at the right), MillerCoors, Pager and Citibank. Eventually “smaller tablet screens” will be added to enable users to make free domestic voice or video calls. As well, they will present maps, local activities and emergency information in and about NYC. Users will also be able to charge up their mobile devices.

However, it is still too soon to assess and quantify the actual impact on such providers. According to David Krupp, CEO, North America, for Kinetic, neither Poland Spring nor MillerCoors has produced an adequate amount of data to yet analyze their respective LinkNYC ad campaigns. (Kinetic is involved in supporting marketing activities.)

Commercializing the Kiosks

The organization managing LinkNYC, the CityBridge consortium (consisting of Qualcomm, Intersection, and Civiq Smartscapes) , is not yet indicating when the new network will progress into a more “commercial stage”. However, once the network is fully implemented with the next few years, the number of kiosks might end up being somewhere between 75,000 and 10,000. That would make it the largest such network in the world.

CityBridge is also in charge of all the network’s advertising sales. These revenues will be split with the city. Under the 12-year contract now in place, this arrangement is predicted to produce $500M for NYC, with positive cash flow anticipated within 5 years. Brad Gleeson, the chief commercial officer at Civiq, said this project depends upon the degree to which LinkNYC is “embraced by Madison Avenue” and the time need for the network to reach “critical mass”.

Because of the breadth and complexity of this project, achieving this inflection point will be quite challenging according to David Etherington, the chief strategy officer at Intersection. He expressed his firm’s “dreams and aspirations” for LinkNYC, including providing advertisers with “greater strategic and creative flexibility”, offering such capabilities as:

  • Dayparting  – dividing a day’s advertising into several segments dependent on a range of factors about the intended audience, and
  • Hypertargeting – delivering advertising to very highly defined segments of an audience

Barry Frey, the president and CEO of the Digital Place-based Advertising Association, was also along for the tour of the new kiosks on Third Avenue. He was “impressed” by the capability it will offer advertisers to “co-locate their signs and fund services to the public” for such services as free WiFi and long-distance calling.

As to the brand marketers:

  • MillerCoors is using information at each kiosk location from Shazam, for the company’s “Sounds of the Street” ad campaign which presents “lists of the most-Shazammed tunes in the area”. (For more about Shazam, see the December 10, 2014 Subway Fold post entitled Is Big Data Calling and Calculating the Tune in Today’s Global Music Market?)
  • Poland Spring is now running a 5-week campaign featuring a digital ad (as seen in the third photo above). It relies upon “the brand’s popularity in New York”.

Capturing and Interpreting the Network’s Data

Link.NYC WiFi Kiosk 1, Image by Alan Rothman

Link.NYC WiFi Kiosk 1, Image by Alan Rothman

Thus far, LinkNYC has been “a little vague” about its methods for capturing the network’s data, but has said that it will maintain the privacy of all consumers’ information. One source has indicated that LinkNYC will collect, among other points “age, gender and behavioral data”. As well, the kiosks can track mobile devices within its variably 150 to 400 WiFi foot radius to ascertain the length of time a user stops by.  Third-party data is also being added to “round out the information”.³

Some industry experts’ expectations of the value and applications of this data include:

  • Helma Larkin, the CEO of Posterscope, a New York based firm specializing in “out-of- home communications (OOH)“, believes that LinkNYC is an entirely “new out-of-home medium”. This is because the data it will generate “will enhance the media itself”. The LinkNYC initiative presents an opportunity to build this network “from the ground up”. It will also create an opportunity to develop data about its own audience.
  • David Krupp of Kinetic thinks that data that will be generated will be quite meaningful insofar as producing a “more hypertargeted connection to consumers”.

Other US and International Smart City Initiatives

Currently in the US, there is nothing else yet approaching the scale of LinkNYC. Nonetheless, Kansas City is now developing a “smaller advertiser-supported  network of kiosks” with wireless support from Sprint. Other cities are also working on smart city projects. Civiq is now in discussions with about 20 of them.

Internationally, Rio de Janeiro is working on a smart city program in conjunction with the 2016 Olympics. This project is being supported by Renato Lucio de Castro, a consultant on smart city projects. (Here is a brief video of him describing this undertaking.)

A key challenge facing all smart city projects is finding officials in local governments who likewise have the enthusiasm for efforts like LinkNYC. Michael Lake, the CEO of Leading Cities, a firm that help cities with smart city projects, believes that programs such as LinkNYC will “continue to catch on” because of the additional security benefits they provide and the revenues they can generate.

My Questions

  • Should domestic and international smart cities to cooperate to share their resources, know-how and experience for each other’s mutual benefit? Might this in some small way help to promote urban growth and development on a more cooperative global scale?
  • Should LinkNYC also consider offering civic support services such as voter registration or transportation scheduling apps as well as charitable functions where pedestrians can donate to local causes?
  • Should LinkNYC add some augmented reality capabilities to enhance the data capabilities and displays of the kiosks? (See these 10 Subway Fold posts covering a range of news and trends on this technology.)

February 19, 2017 Update:  For the latest status report on LinkNYC nearly a year after this post was first uploaded, please see After Controversy, LinkNYC Finds Its Niche, by Gerald Schifman, on CrainsNewYork.com, dated February 15, 2017.


1.   While Googling “smart cities” might nearly cause the Earth to shift off its axis with its resulting 70 million hits, I suggest reading a very informative and timely feature from the December 11, 2015 edition of The Wall Street Journal entitled As World Crowds In, Cities Become Digital Laboratories, by Robert Lee Hotz.

2.   Smart Cities: Big Data, Civic Hackers, and the Quest for a New Utopia (W. W. Norton & Company, 2013), by Anthony M. Townsend, is a deep and wide book-length exploration of how big data and analytics are being deployed in large urban areas by local governments and independent citizens. I very highly recommend reading this fascinating exploration of the nearly limitless possibilities for smart cities.

3.   See, for example, How Publishers Utilize Big Data for Audience Segmentation, by Arvid Tchivzhel, posted on Datasciencecentral.com on November 17, 2015


These items just in from the Pop Culture Department: It would seem nearly impossible to film an entire movie thriller about a series of events centered around a public phone, but a movie called – – not so surprisingly – – Phone Booth managed to do this quite effectively in 2002. It stared Colin Farrell, Kiefer Sutherland and Forest Whitaker. Imho, it is still worth seeing.

Furthermore, speaking of Kiefer Sutherland, Fox announced on January 15, 2016 that it will be making 24: Legacy, a complete reboot of the 24 franchise, this time without him playing Jack Bauer. Rather, they have cast Corey Hawkins in the lead role. Hawkins can now be seen doing an excellent job playing Heath on season 6 of The Walking Dead. Watch out Grimes Gang, here comes Negan!!


The Advent of Social TV: Commercial and Creative Impacts of Using Twitter Activity Metrics Upon What Audiences Now See

Image by Arti Dandhu

“Sensory Overload”, Image by Arti Sandhu

[This post was originally uploaded on July 31, 2014. It has been updated below with new information on December 19, 2015 and then on March 11, 2015.]

July 14, 2014 Post:

Nielsen is a long-established and industry leading firm in measuring, analyzing and reporting upon media deployment, usage and audiences. Their services also include a similar range of sophisticated services concerning consumer behavior and products.

A fascinating new report appeared on their sites Newswire section on June 2, 2014 entitled This TV Season’s Biggest Moments on Twitter that chronologically mapped which US TV shows from September 2013 through May 2014 generated the greatest volume of traffics and postings on Twitter. The categories included:

  • Greatest Reach
  • Most Tweets
  • Greatest Activity and Reach
  • Most Impressions
  • Most Tweets Per Unique
  • Most Tweets and Tweets Per Minute

Each of these data points is clearly explained and includes the names of the shows, their corresponding data generated by these massive amounts of Twitter activity, and the hashtags and handles involved. In a single screen, this data visualization is a terrific example of how to present so much information that is belied by its elegant and informative design.

Moreover, the value of this data must be highly significant in a multitude of ways to, among others, advertisers, entertainment companies, media planners and producers, content strategists and marketers, and demographers in assessing their respective audiences and clients.

December 19, 2014 Update:

For me, the best story told on TV during the 2014 season was – – in a fictional world where “brains” take on an entirely different significance – –  The Walking Dead on AMC in terms of the extraordinary number of tweets about ongoing adventures Sheriff Ricky and the Grimes Gang. This was covered on Nielsen.com on December 15, 2014 in a post entitled Tops of 2014: Social TV.  TWD averaged twice as many tweets as its next competitor in the ongoing series category. As I read scores of TWD tweets on the mid-season finale myself, everyone will miss you, Beth.

March 11, 2015 Update:

We are now experiencing the emergence of what is being called Social TV, a phenomenon where Twitter and other social media traffic and sentiment data and metrics are exerting significant influences upon on-air advertising campaigns, audience perceptions and creative choices. Just to cite another example of this is the contemporaneous two-screen experience audiences can now join on shows such as The Walking Dead.

Scientific support for the relevancy, accuracy and scalability of Twitter data and metrics on individual TV shows continues to grow. Persuasive new evidence was released on March 9, 2015, in a report authored by Nielsen entitled Social TV: A Bellwether for TV Audience Engagement. An informative article on this report was also published in yesterday’s edition of The New York Times entitled Social Study of TV Viewers Backs Twitter’s Claims to Be Barometer of Public Mood by Vindu Goel. I will sum up, annotate and comment on this article and supplement this with a look at the Nielsen report itself. I very highly recommend clicking through and reading both of them in their entirety.

Nielsen used 300 people in a study of their brain activity while they watched eight selected shows in an effort to find the level of correlation to their volume of tweets about the same content. The results showed a significantly close correlation. The Nielsen report contains a concise graph of the data that  visually  charts this point at 79.5%.*

As a result, researchers can now accurately assess the level of a particular show’s “depth of engagement” of its audience with the events as they unfolds on the small screen. Moreover, this is not only for the show itself, but on a more granular level on a scene-by-scene basis. Thus, this study and report reaffirms Twitter’s assertions that its data accurately represents its platform’s real-time engagement of its users in real-time during a show’s broadcast, as well as a show’s “popularity”.

Most importantly, this data and its interpretations can be used to sell ads to advertisers looking to best maximize their expenditures in their efforts to most effectively reach the audiences they are seeking for their  services and products.

Twitter data and metrics can also be used for predicting potential audiences for new shows even before they premiere, according to a report Nielsen released on January 15, 2015 entitled Must See TV: How Twitter Activity Ahead of Fall Season Premieres Could Indicate Success.

Nonetheless, neither Nielsen nor Twitter have addressed the key issue of the degree to which the volume of Twitter traffic actually increase the size of the viewing audience.

Nielson is planning another study to evaluate the impact of Twitter activity concerning TV ads upon the audiences who view them. (Might I suggest starting with this current TV ad about Mountain Dew Kickstart that has been viewed nearly 6.5 million times on YouTube and makes me laugh out loud every time I see it!)

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*   Issues concerning the distinctions between correlation and causation were raised in two recent Subway Fold posts on November 27, 2014 entitled Minting New Big Data Types and Analytics for Investors and then on January 27, 2015 in a post entitled Studies Link Social Media Data with Personality and Health Indicators.

Updates on Recent Posts Re: Music’s Big Data, Deep Learning, VR Movies, Regular Movies’ Effects on Our Brains, Storytelling and, of Course, Zombies

This week has seen the publication of an exciting series of news stories and commentaries that provide a very timely opportunity to update six recent Subway Fold posts. The common thread running through the original posts and these new pieces is the highly inventive mixing, mutating and monetizing of pop culture and science. Please put on your virtual 3-D glasses let’s see what’s out there.

The December 10, 2014 Subway Fold post entitled Is Big Data Calling and Calculating the Tune in Today’s Global Music Market? explored the apps, companies and trends that have become the key drivers in the current global music business. Adding to the big data strategies and implementations for three more major music companies and their rosters of artists was a very informative report in the December 15, 2014 edition of The Wall Street Journal by Hannah Karp entitled Music Business Plays to Big Data’s Beat. (A subscription for the full text required a subscription to WSJonline.com, but the story also appeared in full on Nasdaq.com clickable here.) As described in detail in this report, Universal Music, Warner Music, and Sony Music have all created sophisticated systems to parse numerous data sources and apply customized analytics for planning and executing marketing campaigns.

Next for an alternative and somewhat retro approach, a veteran music retailer named Sal Nunziato wrote a piece on the Op Ed page of The New York Times on the very same day entitled Elegy for the ‘Suits’. He blamed the Internet more than the music labels for the current state of music where “anyone with a computer, a kazoo and an untuned guitar” can release their music  online regardless of its quality. Thus, the ‘suits’ he nostalgically misses were the music company execs who exerted  more controlled upon the quantity and quality of music available to the public.

Likewise covering the tuning up of another major force in today’s online music streaming industry was an August 14, 2014 Subway Fold post entitled Spotify Enhances Playlist Recommendations Processing with “Deep Learning” Technology. This summarized a report about how deep learning technology was being successfully applied to improve the accuracy and responsiveness of Spotify’s recommendation engine. Presenting an even stronger case that you-ain’t-seen-nothing-yet in this field was an engaging analysis of some still largely unseen developments in deep learning posted on December 15, 2014, on Gigaom.com entitled What We Read About Deep Learning is Just the Tip of the Iceberg by Derrick Harris. These include experimental systems being tested by the likes of Google, Facebook and Microsoft. As well, there were a series of intriguing presentations and demos at the recent Neural Information Processing Systems conference held in Montreal. As detailed here with a wealth of supporting links, many of these advanced systems and methods are expected to gain more press and publicity in 2015.

Returning to the here and now at end of 2014, the current release of the movie adaptation of the novel Wild by Cheryl Strayed (Knopf, 2011), has been further formatted into 3-minute supplemental virtual reality movie as reported in the December 15, 2014 edition of The New York Times by Michael Cieply in an article entitled Virtual Reality ‘Wild’ Trek. This fits right in with the developments covered in the December 10, 2014 Subway Fold post entitled A Full Slate of Virtual Reality Movies and Experiences Scheduled at the 2015 Sundance Film Festival as this short film is also scheduled to be presented at the 2015 Sundance festival. Using Oculus and Samsung VR technology, this is an immersive meeting with the lead character, played by actress Reese Witherspoon, while she is hiking in the wilderness. She is quoted as being very pleased with the final results of this VR production.

The next set of analyses and enhancements to our cinematic experience, continuing right along with the September 3, 2014 Subway Fold post entitled Applying MRI Technology to Determine the Effects of Movies and Music on Our Brains, concerns a newly published book that explains the science of how movies affect our brains entitled Flicker: Your Brain on Movies (Oxford University Press, 2014), by Dr. Jeffrey Zacks. The author was interviewed during a fascinating segment of the December 18, 2014 broadcast of The Brian Lehrer Show on WYNC radio. Among other things, he spoke about why audiences cry during movies (even when the films are not very good), sometimes root for the villain, and move to duck out of the way when an object on the screen seems to be coming right at them such as the giant bolder rolling after Indiana Jones at the start of Raiders of the Lost Ark. Much of this is intentionally done by the filmmakers to manipulate audiences into heightened emotional responses to key events as they unfold on the big screen.

Of course, all movie making involves the art and science of storytelling skills as discussed in the November 4, 2014 Subway Fold post entitled Say, Did You Hear the Story About the Science and Benefits of Being an Effective Storyteller?. In a very practical and insightful article in the December 12, 2014 edition of The New York Times by Alina Tugend entitled Storytelling Your Way to a Better Job or a Stronger Start-Up there are some helpful applications for today’s marketplace. As concisely stated in this piece “You need to have a good story.” It describes in detail how there are now consultants, charging meaningful fees, with new approaches and techniques who assist people in improving their skills in order to become more persuasive storytellers. Among others interviewed for this story was Dr. Paul J. Zak, who wrote the recent article on The Harvard Business Review Blog which was the basis for the November 4th Subway Fold post. It concludes with five helpful pointers to spin a compelling yarn for your listeners.

Finally, the best story told on TV during the 2014 season was – – in a fictional world where brains take on an entirely different significance – –  The Walking Dead on AMC in terms of the extraordinary number of tweets about ongoing adventures Sheriff Rick and the Grimes Gang. This was covered on Nielsen.com on December 15, 2014 in a post entitled Tops of 2014: Social TV.  TWD averaged twice as many tweets as its next competitor in the ongoing series category. This follows up directly with the July 31, 2014 Subway Fold post entitled New Analytical Twitter Traffic Report on US TV Shows During the 2013 – 2014 Season.  As I read scores of TWD tweets on the mid-season finale myself, everyone will miss you, Beth.

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As a major fan of TWD, I would like to take the opportunity add my own brief review about the tragic events in Episode 5.8:

I think that in the end, Beth was a form of avatar for the entire show. She traveled many miles from lying on her bed in Season 2 completely unable to function and progressing to Season 5 as a realist concerning herself and the group’s survival. Rather than resigning herself to be held a captive ward in the hospital, she was determined to escape no matter what and was so proud of helping Jonah to escape.

She awakened and arose to be a survivor and a committed member of the Grimes Gang, just as everyone else has done during the past five years. That is, Beth’s journey reflects the entire group’s journey. She, and the Grimes Gang, up to this point have survived all of the threats they faced and endured all of the horrors they have seen. They will all survive but this death with have more serious repercussions than perhaps any other death up until this point. Maggie, Daryl, Rick, Carol and Carl, the core of the GG, will not soon recover from this.

What I still do not understand is why, given that she was finally free in the hospital’s hallway, did she jeopardize her life by going after the lead officer with a scissors. It seemed to be somewhat at odds with Beth’s character as someone who had survived until now on her own determination and close bond with the group. She had nothing to gain by such a reckless act in the middle of a very volatile situation. Was it a sacrifice to save Jonah? Did she realize that the cop was holding a gun at that point? Was she just overtaken by the motivation that desperate times sometimes call for desperate measures?

Consider, too, that she was Herschel’s daughter and her character reflected what she had learned from him: 1. Both learned to see things differently and adapted when the circumstances changed. 2. Both faced sacrifices and danger with great dignity. (Recall Herschel’s acknowledging grin towards Rick right before the Governor murdered the elder of the survivors, and then Beth’s defiant grin when she saw that Jonah had escaped.) 3. Both were resilient insofar as Herschel adapting to the loss of his leg and Beth recovering from her father’s murder. 4. Both sought to comfort others as Herschel stayed with the flu patients and Beth finally drew Daryl out about his terrible family life. Recall also, the three very effective times during her history on the show when Beth’s singing gave great comfort to the others. Indeed, she was a saintly figure but as this story arc wore on, her demise seemed to be foretold.

TWD remains, for me, an absolutely brilliant show in terms of its characters, narrative and presentation.