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The cafe is a place to meet, share ideas, and conduct business over your favorite cup of coffee or tea. Your colleague is sitting across the table from you or is thousands of miles away. You exchange ideas by the sound waves of your voice, or the radio waves from your laptop computer. Today, minds meet in a new way in the coffeehouse. The new voicebox and ears in the cafe are the laptop computer and personal digital assistant (PDA). The communication between people is through emails received, documents sent, and the music downloaded and enjoyed. The new voice is made possible by Wi-Fi technology; Wi-Fi is short for wireless fidelity. Computers and PDA’s transmit and receive radio signals using tiny embedded or attached antennae. These mobile devices communicate with a Wi-FI device that has an antenna, called an "access point." The access point is the link between the radio waves and a high speed wired internet line. For indoor wireless communications, the access point equipment is usually smaller than a shoe box, and its associated antenna is typically small and discrete. The access point can transmit to computer laptops and PDAs up to 300 feet away. This distance can readily be extended with specialized antennas, or other equipment. Using Wi-Fi technology, the transmission speed of the data sent over a wireless network is up to fifty times faster than the transmission speed experienced using dial-up internet services over telephone lines. Everyday more people are seeking venues that enable them to use their new wireless voice. At the 2003 Wi-Fi Summit, Pyramid Research reported nearly half of all new laptop computers shipped are Wi-Fi enabled. This means that these tech-savvy consumers want to enjoy the information and entertainment available on the internet wherever they go, including cafes, hotels and airports. Business people plan to meet at venues with wireless internet access so they can share information acquired from distant corporate computer across the internet and downloaded to their laptop computer for their discussion. Based on this demand, cafes have seized this opportunity to bring in new customers, keep existing patrons, and remain competitive. They have established "hotspots," the nickname for a location providing wireless internet access. This is a growing trend that cannot be ignored. On November 6, 2003, The Wall Street Journal reported that there are 12,000 US hotspots in airports, cafes and other public places and that the total number of hotspots is expected to nearly triple by 2005. Wireless internet access can be a moneymaker for many venues, not only by increasing customer visits, but also from revenue generated by hotspot fee usage. For example Starbucks coffee shops charge for their wireless internet access. Similarly, other cafes charge by the minute, hour, day and/or monthly subscription. The monthly subscription is targeted at loyal, frequent visiting customers. It is a win-win arrangement for the cafe and patron. The revenues earned help offset the cost of the equipment, software, and wired internet line needed serve the hotspot. Some cafes have opted to provide the wireless internet access free of charge. The venue must then absorb the various costs associated with installing and maintaining the amenity. These owners/managers choose to offer the service to build loyalty with their customer base and have lingering patrons buy additional beverages and sandwiches. Depending on the hotspot and fee paying arrangements, some customers are assigned a unique sign-on name ("user id") to access the internet. For a portion of these individuals, the feature of "roaming" is appealing. Roaming is the ability to use the same user id and password at other hotspot locations across the country. This is especially attractive to the traveler who does not want to remember numerous sign-on ids. Roaming also brings in new customers looking to use the common id and interface. To remain competitive, cafe owners need to consider offering wireless internet to entice customers. As part of this choice, several items need to be addressed.
The above tasks can be handled in a few ways. Some venue owners are knowledgeable about Wi-Fi technology and are eager to assemble and support their own system. In many cases, however, the owner/ manager does not want the burden of the equipment and software selection and installation. They would prefer a professional to implement wireless internet access and handle customer support. Fortunately, there are services specifically designed that offer hotspot products and services, like LupAir Wireless Internet Services, www.LupAir.com. If you chose to use a hotspot provider service for customer support, several of these firms offer a toll free number to handle patrons’ questions and problems on using the wireless internet access at the venue. Some service providers permit venues to participate in a roaming network enabling their customers to roam to thousands of other hotspots globally with the same user id and password. Wireless internet access is also an attractive option with an advantage over the use of "internet kiosks." Some kiosks resemble the bulky "Pacman" consoles of the 1980’s. Unlike internet kiosks, wireless access equipment does not occupy valuable table space with large equipment. In addition, the owner/manager can have control over how the service is provided. If one decides to charge fees for the service usage, the typical collection method is via credit card over a secure web page. Hence, customers need not be hassled finding and feeding change into a vendor’s kiosk machine. Overall,
wireless internet access is a compelling trend. This amenity makes the
cafe attractive to the 21st century patron. It brings in new
customers, and keeps current customers happy. It adds a new dimension to
the venue. Now patrons can gather in the cafe for a conversation, using
their new voice with anyone around the world.
LupAir is the
service mark of InfoMaker Inc. |