Pragma is urging resellers to change their sales paradigms and encourage younger sales people to start offering customers Wi-Fi analytics as a marketing tool.
The distributor has partnered with Netherlands company So WiFi, whose guest Wi-Fi solution intelligently gathers information on visitors and provides information and data for customers to follow up on.
The solution is already finding traction in relevant vertical markets such as pubs and clubs, as reseller delegates at Pragma's partner conference last month confirmed.
"When young people walk into a pub they invariably log onto Facebook or Instagram, and often they're using a parent's device. With So Wi-Fi you get all their information," said Chris Morrisey, MD of Lily Comms.
"Most pub owners don't know how to market or use social media effectively, but with So WiFi they get a user portal so, for example, they'll know in advance when it's a person's birthday and they can send them a happy birthday message, such as 'come back to the pub to celebrate'.
"It's a different type of sale for us, but once you get your head around this it's a great opportunity, especially if you have younger or junior sales people who know and understand the power of social media."
BDR CEO Bahman Rahimi agreed: "Currently, this is not a big volume sale for us - they are usually £3-4K opportunities - so you can't necessarily send a heavyweight salesperson out to sell one of these a week, but my young son is getting amazing results selling the product.
"And we are thinking of going a step further and building on this by creating a fully managed marketing solution for clients."
Daan Donders (pictured), founder and CEO of So WiFi, which has rapidly grown a global footprint, commented: "We solve issues that many businesses have with social media and make it work for them.
"We are urging partners not to see it as a technical and complicated solution, but as a marketing tool that runs through Wi-Fi. We have achieved great traction with Pragma's channel in just a few months. We'll now get a lot bigger in the UK."