Purple WiFi, the cloud-based Social WiFi software company, today announced the appointment of Roberto Aguirre as Service Provider Director, EMEA, reporting to Eric Law, VP of Worldwide Sales.

Working out of Madrid, Roberto will be responsible for positioning Purple WiFi in Europe, the Middle East and Africa and will be working with top Service Providers to target enterprise customers across public administration, multinationals and retail vertical markets. This will include examining their WiFi strategy within a cloud based solution and managing the addition of social media login, real time reporting, content filtering, marketing tools and location analytics.

Roberto joins Purple WiFi from Cisco Systems where for the past 16 years he has worked in numerous Sales Director roles predominantly in the Service Provider segment on an international scale. Roberto also successfully drove both the Telefonica Channel as well as the cable operator. Prior to this he led the Service Provider Sales Team across the EMEA region.

Purple WiFi is expanding globally following a $5m investment announced earlier this year. The investment was raised in order to accelerate product development and recruitment of a truly global sales team, which already has strongholds in Europe, Asia-Pacific and the Americas.

The WiFi offering focuses on engaging, understanding and delivering value by allowing users to gain free access to a public WiFi network through their existing social media accounts or a short form. The user gets access to family friendly WiFi, while the benefit to the business hosting the service (such as a restaurant, hotel, retailer, museum, sports stadium or shopping mall) is valuable analytic insights into the profiles and movements of their customers and a sophisticated built-in marketing platform.

Thousands of venues globally have been secured and deep technology partnerships established, most notably with Cisco, Cisco Meraki and Verizon but also many others.

Roberto Aguirre, SP Director, Purple WiFi, comments: “Purple WiFi is the perfect solution for enterprise companies that wish to monetise their free WiFi and improve the customer experience with highly targeted marketing strategies. I am thrilled to be joining such a forward-thinking, fast-growing technology business at the cutting edge of the WiFi industry.”

Eric Law, VP Worldwide Sales, Purple WiFi, comments: “Roberto Aguirre has a long history of partnering with service providers helping them develop and take to market profitable managed services. Roberto’s appointment is a reflection of the importance of the Service Provider segment to Purple WiFi as we help them provide new services and new ways of engaging with their current and new customers – helping them expand their business.”