WiFi: A prominent 'third' place<\/p>\n
Wasis Gunarto, Contributor, Jakarta<\/p>\n
Just picture this situation. After a hectic day at your
\noffice, you decide to unwind at one of the city's numerous cafes.
\nThis time your decision is one of your most favorite spots,
\nStarbucks coffee shop.<\/p>\n
As a regular customer you are familiar with everything here.
\nBut not this evening. You \"smell\" something new is in the air.
\nYes, you are right. There is a brand-new item on their menu:
\nWiFi, short for Wireless Fidelity.<\/p>\n
So, while sipping your Iced Caramel Macchiato Espresso, you
\nswitch on your notebook or Personal Digital Assistant (PDA) and
\nthe range of choices in front of you is almost limitless:
\nlistening to your favorite tunes via an MP3 player, chatting,
\nsending e-mails, browsing websites, transferring payments,
\ndownloading a movie or, if you are one of those workaholics,
\ndrafting out a business proposal.<\/p>\n
Connection is smooth, easy and, above all, hassle-free. Thanks
\nto the wireless network, such as the Boingo software, the PowerPC
\nautomatically searches for the wireless network frequency. Cost-
\nwise it is also much cheaper. Using a printer with a USB port or
\nEthernet card that is connected to an access point, printing your
\nwork on Word, Excel or Powerpoint, and any type of downloading,
\nis just a click away. For ease and convenience, this is a world
\naway from all the wires and cables of conventional printing.<\/p>\n
The prerequisite, of course, is your notebook or PDA should
\nhave a speed of 11 mbps and is equipped with a WiFi receiver. If
\nyou do not have one, stop scratching your head. As mentioned
\nearlier, it is on Starbucks' \"menu\". The rate is US$ 15.95 per
\nmonth.<\/p>\n
WiFi, a new Internet service using high-speed, wireless
\ntechnology, has been on Starbucks' menu since August 2002.
\nCreated by a research team from the Institute of Electrical and
\nElectronics Engineers (IEEE), it is often referred to as IEEE
\n802.11b. Though available in a number of variants, the commonly
\nused and fastest growing is 802.11b, with a speed of 11 mbps on a
\nbandwidth of 2.4 GHz.<\/p>\n
As of April 2003, more than 500 Starbucks outlets have been
\nequipped with a WiFi system, and 4,000 outlets, including those
\nin Indonesia, are planned similarly within the next two years.<\/p>\n
Meanwhile, in another location, on Newbury street, Boston,
\nU.S., most of the shops have installed wireless fidelity. This
\ngoes to show the trend of new services that are already and will
\nsoon be provided by shops, cafes, restaurants and so forth around
\nthe world.<\/p>\n
Naturally, marketers are fully aware of the profitability of
\nthis technology. The longer customers stay at these places, the
\nmore food and drink they order. Also, notebook and PDA rental is
\nanother highly potential source of revenue. In line with \"the
\nworld going mobile\", these businesses seem to have no choice but
\nto make such services available for their customers.<\/p>\n
Another major fast-food chain that has gone WiFi is McDonalds
\nsince March, 2003. Using technology from Intel, which has
\nlaunched its high-tech Centrino processor, combined with a heavy
\nadvertising campaign, McDonalds' marketing people are geared to
\nserve their worldwide clientele with their latest, lucrative
\n\"side dish\".<\/p>\n
During the introduction period at 10 McDonald's outlets in New
\nYork, the WiFi technology is provided free for one hour with the
\npurchase of an Extra Value Meal. The next hour is priced at US$ 3
\nwhich, for New Yorkers, is peanuts.<\/p>\n
WiFi fever has also caught on in Australia. Brisbane
\nInternational Airport is now equipped with this facility. At Aus$
\n13.20 per hour, Optus, the provider, is minting money from
\npassengers who want to while away the time more \"usefully\" rather
\nthan getting bored prior to boarding.<\/p>\n
This initial success has prompted Optus to plan the
\ninstallation of WiFi 802.11b in more than 500 locations within
\nthe next 18 months at a budget of around Aus$ 10 million. Among
\nthe locations targeted are airports, seaports, cafes, convention
\ncenters, hotels, apartment buildings, campuses, and so forth.<\/p>\n
WiFi is only possible using the appropriate equipment, such as
\na notebook computer with a speed of at least 11 mbps. By the end
\nof 2002, about 20 percent of notebooks manufactured had WiFi
\naccessibility. However, wireless network experts and analysts
\nestimate that before the end of 2005 this number will be close to
\n95 percent. Meanwhile, Time Online reported that it could be
\nsooner or the number could be higher due to the current high
\npercentage -- 57 percent -- of companies in America that have
\nused WiFi.<\/p>\n
Apple and Toshiba, two of the world's major companies for
\nhigh-tech communication products, have prepared the most
\nconvenient \"vehicles\" for consumers for easy and smooth Internet
\naccess via WiFi. Toshiba has launched its e740 Pocket PC that
\ncomes with a WiFi card. Apple's Airport Extreme, just as its name
\nimplies, is equipped with an extremely high-speed WiFi -- 54 mbps
\n-- and a broader bandwidth of 5 Ghz.<\/p>\n
Just imagine the awesome speed of 54 mbps, because the slower
\nspeed of 11 mbps is already sufficient to watch a movie on your
\ncomputer while simultaneously opening your e-mails. Another
\ndelightful bit of information is from Nicholas Negroponte of MIT
\nMedia Lab, who recently said \"the days of 1 gbps are not too far
\naway.\"<\/p>\n
The phenomenally high speed of WiFi has created a close
\nattachment or \"addiction\" among consumers. All sorts of
\nmultimedia have been made possible and more real, including 3D
\ngames like Counterstrike or Winning Eleven, which provide hours
\nof enjoyment to end users and piles of cash to providers.<\/p>\n
For marketers, the growth of this multimedia, information,
\ncommunication \"cohort\" is more than welcome. Some marketing gurus
\nhave predicted -- probably correctly -- that in the not too
\ndistant future new types of spots will crop up and mushroom
\nworldwide. These, plus the world-brand cafes and restaurants and
\nso forth, along with the most advanced WiFi facilities, are
\nforecast as the third place for daily activities next to office
\nand home. Albeit ranked as the third, it will be, at least,
\nequally important due to its \"consumer-pampering capabilities\".<\/p>",
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