Ookla Launch Scheme to Help People Verify if Places Offer Good Broadband

Network testing firm Ookla, which collects data from consumers via their popular broadband Speedtest.net service, has today launched a new Speedtest Certifiedâ„¢ scheme. The program seems to be designed to help people verify whether properties like hotels, stadiums, event venues, office buildings, and airports are able to deliver “superior connectivity“.

According to Ookla, many property owners are looking to answer the question of how they can “prove to consumers that they deliver superior connectivity and are ready to support today’s connectivity needs“. The new Speedtest Certifiedâ„¢ service is said to be the answer to that.

The program aims to offer a “trusted badge of excellence“, which they claim will allow properties, like those mentioned earlier, to differentiate themselves by “proving their commitment to exceptional digital experiences“, backed by Ookla’s globally recognised reputation for broadband and mobile performance measurements.

In order to deliver on this, Ookla said they will adopt a data-driven approach, which aims to provide a comprehensive and objective assessment of a venue’s enterprise network deployment. This will measure “key factors“, such as Wi-Fi radio frequency (RF) quality, Wi-Fi network configuration, Wi-Fi network security assessment, network performance metrics, and ISP backhaul.

Stephen Bye, President and CEO of Ookla (Division of Ziff Davis), said:

“We’ve all felt the frustration of arriving at a hotel, conference, airport, or sporting event – only to discover that the internet connection is painfully slow. Today, Ookla is introducing a solution. For years, you’ve trusted Speedtest for your own connectivity. Now, with Speedtest Certified, we’re extending that trust to the places you visit. Our rigorous testing takes the gamble out of finding a reliable network, giving you a seal of approval you can count on.”

Properties that meet the “rigorous standards” will earn a high-value certification, backed by the Speedtest name. Certified network owners and partners also gain access to the Speedtest Certified Digital Platform, where they can access personalised insights, benchmark performance against other Speedtest Certified networks, and receive targeted recommendations for improvements.

In the past we have seen the odd similar scheme crop up, but these have typically been focused on very specific areas (e.g. large new MDUs) and often came from organisations that are unfamiliar to consumers. The fact that Ookla is involved and using their ‘Speedtest’ branding, while also targeting many different types of properties, could certainly help to make a difference.

However, so far as we can tell ordinary consumers may only be able to see very limited performance results for each property showing the Speedtest Certifiedâ„¢ “trusted badge of excellence” (e.g. 0 to 5 stars for speed etc.). The badge itself will then be valid for a period of 1 year, and after that the property must be re-certified to maintain its status.

Finally, the initial focus seems to be on in-building and WiFi connectivity performance (phase one), but Ookla later said there would be a phase two of the program that will expand the assessment to include cellular (4G/5G mobile) performance testing, which is expected to follow sometime in the “coming months“.