Orleans, Mass. will have a town-wide wireless Internet service, called WiFi, for businesses and consumers. A test transmitter has been operating since December 2005 and WiFi is slated to be available in the center of Orleans in May 2006 and in the rest of the town about a month later, according to a recent article in the Cape Cod Times.
That’s great. It means anyone in Orleans with a WiFi-enabled computer should be able to connect to the network — for free.
The network is especially good news for people who can’t afford high speed Internet service and for local businesses that can’t afford “business rates” charged by such companies as Verizon and Comcast.
Today, many laptop computers include WiFi as a standard feature or as an option for less than $100 extra. You may also purchase a WiFi PC Card that fits into a laptop, starting at $25, or purchase an inexpensive WiFi card or USB WiFi transceiver for your desktop PC.
Where’s the information?
But you wouldn’t know WiFi is under development in Orleans by looking on the Web in all the obvious places. Information about the WiFi network is virtually non-existent.
That’s not good news, I believe, for everyone involved — the town, local businesses and consumers.
Network details
The Cape Cod Times reports that the Orleans Chamber of Commerce and the Cape Cod Technology Council (CCTC) are jointly developing the WiFi network as the result of a $136,000 grant from the Massachusetts Technology Cooperative.
The CCTC hopes the Orleans network will be the first of many to cover other towns on the Cape. So do it! I typically carry at least two cellular phones and sometimes my laptop Tablet PC that's WiFi-enabled.
When I'm not watching "ABC News Now," "Fox News" and other television on my phones (yes, you watch some live TV broadcast to phones), I sometimes use WiFi on my laptop.
Funding WiFi
The Orleans WiFi network will be funded, according to the article, through advertising.
It's not easy to generate enough advertising revenues to break even, let alone make a profit, on municipal WiFi networks. WiFi is relatively inexpensive to implement, certainly compared to cellular and many other wide area wireless technologies.
But there are ongoing costs -- network hardware repair, Internet lines, customer support, etc. -- that must be paid for.
The first test WiFi transmitter is on the Orleans Chamber of Commerce building and anyone within range of the transmitter may use the free service.
Easy to use
If you have a Windows XP or Apple OS X laptop computer, the computer typically will automatically find all available WiFi networks.
The Orleans network is signified (with an “SSID” if you want to get technical) with the notation “uwv” (for “unwired village”).
I assume the way it works is a user would open a Web browser window that should immediately display the Orleans WiFi Web page. On the page you create a password-protected, free account, as the article notes.
Searching to no avail
“Peter Barton, manager of the project, said the team is preparing to approach local businesses to find spaces for additional transmitters and pitch advertising proposals,” the Cape Cod Times article says.
Okay, so where do businesses go to find out more information? I used search engines for the Web in general and I also looked on Web sites of the CCTC, the town of Orleans and the Orleans Chamber of Commerce. I searched for “Peter Barton” using such terms as “Cape Cod,” “Orleans” and “WiFi.”
Nothing about WiFi.
(You are able to find some information on the Web about Teresa Martin, executive director of the CCTC.)
If information is available, it isn’t easy to find.
“Get with the program”
The CCTC and/or Orleans Chamber of Commerce need to begin using the Web to publicize the project. It’s not difficult to do. In fact, it’s pretty easy.
There are so many existing WiFi resources to provide information to consumers and businesses in Orleans.
I know a bit about WiFi. I’ve been examining wireless for almost 28 years. My business is wireless data consulting and I help companies around the world develop new wireless data services (wireless e-mail, wireless music, wireless video, etc.) and enhance existing services.
I also have done some consulting in WiFi pricing and business models.
The time is now
I spend a lot of time looking at how small and multinational businesses can promote their products and services, and it doesn’t have to take a huge amount of time or cost a lot.
To generate excitement and use of the network, as well as getting businesses to think about advertising, the time to begin promotional efforts is right now.
I understand that the CCTC or the town of Orleans might want a “softer” promotional effort, rather than publishing much information now. But the cliched cat is out of the bag.
The WiFi network for the center of the town is slated to launch in about two months. With just two months to go, it's time to take a "harder" approach to providing marketing information about the value of WiFi.
Providing WiFi information
Here’s my “practical Cape Cod” advice about the type of information that should be provided to the public:
* What is WiFi? A non-technical discussion of the technology.
* What are its uses compared to other Internet access technologies? Comparing technology use models such as the different costs, speeds and coverage of cellular, DSL, cable modems and dedicated (i.e., T-1) lines.
* What do I need, as a consumer and business person, to use WiFi? Detailing the hardware, software and ways to access the network.
* How reliable will be network be? What happens during power outages? Who provides customer support?
* How are other municipalities using WiFi? There is an enormous amount of information about how both small towns and major cities around the world have already implemented and are implementing WiFi networks. Use and link to this information to help Orleans residents and businesses learn what’s occurring.
Municipal WiFi is actually an extremely controversial subject; some analysts and many existing telecommunications companies (especially phone companies) don’t believe governments should be in the business of providing wireless communications.
(One new study says municipal WiFi networks around the world today cover only about 1,500 square miles, but by 2010 there will be 126,000 square miles.)
* What other WiFi networks exist on the Cape? There are a variety of paid and free WiFi networks on Cape Cod, as I briefly discussed in a previous weblog entry (see WiFi at the end of the article).
Using technology to promote technology
It also might be a good idea to start a weblog — similar to “Practical Cape Cod,” for example — that chronicles the progress of the WiFi project.
Last summer the CCTC apparently thought about doing a weblog, but there are only two test posts. I suggest either removing these "orphan" posts or begin writing in earnest.
Weblogs are easy to create and use, terrific for generating readership and getting comments from the community and a good way to rank higher on search engine lists. Of course, it does indeed take some time to write on a regular schedule.
In other words, an Orleans (or Cape Cod) WiFi weblog would be an excellent vehicle for getting out the word. No complicated Web designs or expensive programers are needed.
Audio and video information
Also, it wouldn’t be a bad idea to post a few videos and/or audio files about the WiFi project. People like listening to or viewing this type of information. It’s easy to do.
(Perhaps I’ll post a brief camera phone video about WiFi, the way I’ve posted a few videos in this weblog.)
There are other ways to stimulate interest in a municipal WiFi venture, but that’s enough for now.
And, by the way, what is this WiFi project called? Does it have a snappy name? I couldn’t find one.
Raison d'etre
My reason for posting this article certainly isn't to criticize. Building a wireless network is difficult work. Many components are required and every one has to be good enough to establish a viable wireless system.
I'd just like to foster the growth of wireless Internet on the Cape and wanted to provide some suggestions for doing so.
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