Hughes Electrical Gets Smart About Wi-Fi with Ruckus Wireless to Help Boost In-Store Sales

Popular UK Retailer Sees Smart Wi-Fi as Essential to Showcasing a New Generation of Consumer Electronics Products, Standardizes on Ruckus Across its Retail Outlets

Jan 07, 2015, 04:00 ET from Ruckus Wireless, Inc.

SUNNYVALE, Calif. and LONDON, Jan. 7, 2015 /PRNewswire/ -- Ruckus Wireless, Inc. (NYSE: RKUS) today announced that Hughes Electrical (Hughes), the second largest independent electrical retailer in the UK, has selected and is deploying Ruckus Smart Wi-Fi products and technology across its retail outlets in the United Kingdom. The new Smart Wi-Fi infrastructure, centrally managed by Hughes IT staff within its corporate headquarters, is used to connect and demonstrate hundreds of in-store multimedia consumer electronics products, such as Smart televisions, wireless music systems, and other consumer products now equipped with Wi-Fi.

Founded in Lowestoft, Suffolk in 1921, Hughes has experienced decades of expansion, leading it to now become the fourth largest electrical retailer in the UK and the second largest provider of home entertainment and kitchen appliance rentals.

"Almost every new consumer product coming to market today has an embedded Wi-Fi capability," said Tim Pearce, IT Manager at Hughes Electrical. "To effectively demonstrate and sell these products, customers want to actually see and understand how to use them in a live environment." 

Pearce continued, "The problem we faced was the inability to concurrently and reliably connect hundreds of multimedia devices simultaneously in our stores. Our existing wireless kit, based on conventional Wi-Fi technology, simply wasn't able to cope with the capacity or traffic demands essential to running our business."

Hughes Electrical, which also operates under the brand Apollo, has over 43 stores across East Anglia and The Midlands. Hughes needed a more robust Wi-Fi system that could handle the dense device capacity and streaming of multimedia traffic within a challenging Wi-Fi environment that is riddled with all sorts of RF noise and interference.

Hughes Electrical had previously installed conventional Wi-Fi technology in an attempt to connect the products in its stores, being forced to build out the network by adding additional access points (APs) to expand coverage and capacity as its Wi-Fi demands grew.

However, they found that the network would frequently crash under the strain of so many devices. Often a single device would monopolize bandwidth on the Wi-Fi network, rendering other products on display technically impaired. It was also soon evident that building out the network with additional APs was counterproductive, as the APs operated autonomously with no coordination between them. This caused disruptive co-channel interference between adjacent units and an inability to manage the APs as a unified Wi-Fi infrastructure across all Hughes Electrical stores.

"When it comes to Wi-Fi, Hughes would be considered a super user," said Fred Astfeldt, network security specialist at Advanced Network Security (ANSecurity), a Ruckus Alpha Dog Partner and the systems integrator that designed and installed the new Ruckus Smart Wi-Fi infrastructure.

"As the consumer electronics market has evolved, it became apparent that Hughes needed to move to next generation Wi-Fi technology that could deliver the power, reliability and capacity to connect a huge number of devices without any complications. Several providers were considered, but Ruckus simply offered the most powerful, dependable and cost-effective kit on the market," said Astfeldt.

After evaluating a variety of equipment from competing Wi-Fi suppliers such as Aerohive and others, Hughes selected the Ruckus ZoneFlex™ system.  The company is now deploying hundreds of dual-band Ruckus ZoneFlex™ Smart Wi-Fi indoor access points in all of its locations.  All the Ruckus APs are remotely managed from a central point through redundant Ruckus ZoneDirector™ 3000 Series wireless LAN (WLAN) controllers installed within the Hughes network operations center (NOC).

According to Hughes officials, one of the biggest benefits of the new Ruckus Smart Wi-Fi system has been the reduction of support calls from stores. IT support staff at Hughes were receiving three to four calls a day from frustrated store employees unable to get the Wi-Fi stable enough to demo products. "Once the Ruckus kit was installed, those calls effectively vanished," said Pearce.

"Streaming high definition multimedia traffic over Wi-Fi from so many devices requires a new class of Wi-Fi system discretely designed for that purpose. The Ruckus system, with its integrated adaptive antenna array technology, is simply in a different league and has helped increase in-store sales. It has proven to be an ideal choice for our capacity and multimedia streaming needs," concluded Pearce.

With the Ruckus Smart Wi-Fi infrastructure now in place across all Hughes stores, their new network provides the ability to enable future value added services such as wireless point-of-sale (POS), mobile advertising and location-based Wi-Fi services (LBS).

ABOUT HUGHES ELECTRICAL Hughes Electrical was founded in Lowestoft, Suffolk in 1921 by Frank Hughes who trained as an electrical engineer after having served in the cavalry during the Great War. Today, Hughes Electrical is now the country's 4th largest specialist electrical retailer and the 2nd largest provider of home entertainment and kitchen appliance rentals in the United Kingdom.  Operating more than 40 stores across East Anglia and The Midlands, Hughes Electrical also operates under the brand Apollo. In 2011 Hughes Electrical celebrated its 90th birthday by winning both the EDP Business of the Year, East Anglia's most prestigious business award and the ERT Independent Electrical Retailer of the year, which is the Industry's most prestigious award. This success shows that the company's motto of "inspiring customer loyalty through customer service" remains as relevant and true today as when Frank Hughes first founded the business more than 90 years ago. For more information visit: http://www.hughes.co.uk.

ABOUT RUCKUS WIRELESS Headquartered in Sunnyvale, CA, Ruckus Wireless, Inc. (NYSE: RKUS) is a global supplier of advanced wireless systems for the rapidly expanding mobile Internet infrastructure market. The company offers a wide range of indoor and outdoor "Smart Wi-Fi" products to mobile carriers, broadband service providers, and corporate enterprises, and has over 44,000 end-customers worldwide. Ruckus technology addresses Wi-Fi capacity and coverage challenges caused by the ever-increasing amount of traffic on wireless networks due to accelerated adoption of mobile devices such as smartphones and tablets. Ruckus invented and has patented state-of-the-art wireless voice, video, and data technology innovations, such as adaptive antenna arrays that extend signal range, increase client data rates, and avoid interference, providing consistent and reliable distribution of delay-sensitive multimedia content and services over standard 802.11 Wi-Fi. For more information, visit http://www.ruckuswireless.com.

Ruckus, Ruckus Wireless, ZoneDirector, and ZoneFlex are trademarks of Ruckus Wireless, Inc. in the United States and other countries. All other product or company names may be trademarks of their respective owners.

Media Contacts Mark Priscaro Ruckus Wireless mark.priscaro@ruckuswireless.com  +1 925-367-5505

Paul Campbell Babel PR (for Ruckus Wireless) ruckus@babelpr.com  +44 207 434 5550

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SOURCE Ruckus Wireless, Inc.



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