Overview
The Purple Unified Account is a service designed to streamline the guest WiFi experience while maximizing data compliance and insight for our customers.
Functioning like a digital passport, it allows a WiFi user to create a single, secure account with Purple. Once established, the user can use these credentials to authenticate at any venue within the Purple network - including yours - without the friction of filling out long registration forms repeatedly.
How it works
- Account Creation: A user creates an account with Purple the first time they access the WiFi at any Purple-enabled venue.
- Authentication: When that user visits your venue, they are recognized and can log in simply by entering their email address, which may then require additional verification (e.g. by confirming their date of birth).
- Data Transfer: During login, the user is presented with a "Data Controller Transfer" option. They can choose to share their profile data with you.
- Access:
- If they opt-in: A "slice" of their Unified Account data is copied to your portal. You become the Data Controller of this copy, and Purple acts as the Data Processor. You can extract this data via API, CRM integration, or the Purple portal.
- If they do not opt-in: They are granted WiFi access, but remain anonymous to you. You do not hold their personal data, significantly reducing your compliance risk.
Data structure & privacy
The Unified Account system is designed to balance user convenience with strict data governance.
The Unified Data Set
The data shared via the Unified Account is standardized to ensure consistency across the network. If a user chooses to share their data with you, you will receive the following fields (provided the user has populated them):
- Title
- First name & last name
- Date of birth
- Gender
- Email address
- Mobile number
- Postcode / Zip code
Note: If you require specific Unified Data fields (e.g., Mobile Number) that an existing user has not yet provided to Purple, the system will prompt the user to add this information upon logging into your venue.
Custom data & surveys
You retain full control over unique data requirements. You can still request additional information (e.g., "Reason for visit," "Feedback," or custom IDs) via the login journey.
- This data is exclusive to you.
- You are the sole Data Controller for this custom data.
- This data is never shared with other Purple customers or the wider network.
This includes all data not covered above in the 'Unified Data Set' such as custom fields, surveys, or NPS data.
Legal framework & compliance
The Unified Accounts service simplifies the complex landscape of GDPR and data privacy laws.
- Dual-controller model: Purple is the Data Controller for the user’s master account. When the user connects to your WiFi and opts in, a copy of that data is transferred to you, making you the Data Controller of that specific copy.
- Data Subject Requests (DSRs): Purple provides a self-service transparency platform, My Data. Here, users can view exactly what data they have shared and with whom. They can opt to delete their data entirely from the Purple platform. Alternatively, Purple also provides an email address that users can use for DSRs.
- Managed compliance: Because Purple holds the master relationship with the user, we can handle DSRs and legal inquiries regarding the Unified Account on your behalf, reducing your administrative burden.
- Marketing: Purple does not market directly to these users. The Unified Account exists solely to facilitate authentication, legal compliance, and the benefits listed below.
Security
Security is paramount to the Unified Accounts service.
- Data minimization: You only hold data on users who have explicitly expressed an interest in engaging with your brand. You are not responsible for securing the personal data of anonymous users who simply wanted internet access.
- Encryption: All user data is encrypted both in transit and at rest within the Purple platform.
- Secure Transfer: Data transferred to your specific customer instance or extracted via API follows strict security protocols to ensure integrity and confidentiality.
Key benefits for your venue
1. Frictionless onboarding & higher conversion
Existing Unified Account users need only verify their email address to connect to your WiFi. By removing the need to re-key personal data, the barrier to entry is lowered. This improved user experience leads to a significantly higher number of users completing the login process, increasing your addressable audience.
2. Enhanced insights via aggregated data
Because the Unified Account travels with the user, Purple can analyze aggregated, anonymized behaviors beyond just your four walls. This provides you with richer reports on user trends and demographics, helping you understand your visitors better than a standalone network could.
3. Reduced risk & liability
You no longer need to store or manage data for users who have no interest in a relationship with your brand. Users who don't opt-in remain anonymous to you, meaning you hold zero data liability for them. For those who do opt-in, Purple aids in managing the lifecycle of that data, ensuring you remain compliant with minimal effort.
