Purple

The company operates a B2B software and hardware model focused on enabling venues to provide managed guest WiFi while capturing and using first-party visitor data. Its core value creation lies in (1) delivering compliant, secure guest WiFi access, (2) aggregating login and usage data into analytics and customer profiles, and (3) extending this with digital mapping and wayfinding to improve on-site experiences. The platform integrates with CRM and marketing systems so venue operators can use WiFi-derived data for engagement and measurement. Additional value is created through pre-configured hardware that reduces deployment friction for small and medium venues. Revenue is generated from ongoing software subscriptions, add-on solution packs, and one-off device sales, often sold via self-service for SMBs and sales-led or partner-led engagements for larger enterprises and multi-site customers.

Purple WiFi Ltd. is a UK-based software company providing cloud-managed guest WiFi, location analytics and indoor mapping for physical venues such as retail, hospitality, healthcare, attractions, airports and education. Its platform turns guest WiFi access into first-party customer data and analytics, and extends into digital mapping and wayfinding through its acquisition of LogicJunction.

The company generates revenue primarily through tiered SaaS subscriptions for its guest WiFi and analytics platform, paid solution packs for mapping/interactive experiences, and sales of plug-and-play network hardware for smaller venues. Customers are organisations that operate venues and pay for network access, analytics and mapping services; consumers use the WiFi and apps but are not the paying customers.