Mining the Wi-Fi Gold

The other day I spent almost three hours sitting in the cafe at Barnes and Nobles in Greensburg. I'm one of those stereotypical writers who needs to be in a good coffee shop to get any work done. Plus I enjoy a good strong cup o' Joe. I had also noticed, on a previous visit, that they put a sign in their window telling me about wireless internet access inside! My response: hollllly shit. This time around I made sure to bring my iBook and tap into this sweet sweet wi-fi. But, as is more and more the case, my hopes were squashed by a nice splash screen demanding a credit card number.

Wireless internet is becoming extremely common here in the States. What started as an expensive luxury is now common even on some major highways. Because I have been interested in this technology from the get go, I had the foresight to get an Aircard integrated into my laptop so that I could forever take advantage of internet in the atmosphere.

There are a number of places in my area where wi-fi is completely free-- the best of these places being Cafe Kolache in Beaver. I even have a wireless network set up in my house (but it's password protected, so don't even try and park in the street and use it!) so that I can chill in my living room and stream iTunes from our den. When I was in DC, wi-fi was very prevalent, especially in Breezewood PA. And because most places understand it's economic importance, they do not charge for it, but instead offer it as a bonus or as an incentive.

Starbucks, Barnes & Nobles, and many airports (just to name a few) do not, however, understand the importance of offering free internet access. It is a commodity that isn't a necessity with the major of people who use it, but rather incentive to stay put. If there is wi-fi around, I'll hang out for a while, surf around and talk on iChat. I'll put more money into whatever business is offering it, and definitely make sure to return (ie Cafe Kolache). I'm not saying you can't put restrictions on who can use it, or make people buy something to get it, I'm saying it shouldn't be offered as a separate cost.

Putting restrictions on access (like requiring a password) makes sense. It eliminates any loiterers or moochers who want some of the wi-fi-pie. McDonald's recently announced that it offers wi-fi access with the purchase of every value meal. That's a great idea (although I never would WANT to hang out in a McDonalds) because people think they are getting a bonus or a prize. I was going to buy the value meal anyways, but now I'll get it because it gets me 30 minutes on the web! If Starbucks or B&N wanted to raise their prices .50 cents, I would be okay with it if it meant I got wi-fi access. But instead, they tell you they offer it, and when you go to sign on you are hit with a locking splash screen that tells you to log-in and pay money (usually something ridiculous like $5.00 for two hours.)

Wi-fi set up for a business is ridiculously cheap. $30 a month for cable internet, and maybe a start-up cost of $150 for the right gadgets and software. That's all! And the rest can be profit from people paying for refills or buying more food or books or whatever the hell you sell! But instead they are making us pay even more for something that isn't costing them anything. Wi-fi is actually a bigger profit than soft drinks are. (This all stems back to my argument that SHU needs to install wi-fi... get with the times!)

In the end I think it needs to be an option with every order at Starbucks or B&N. Just like extra cheese and pickles are at burger joints.

Me: Large mocha
Them: Would you like wi-fi for fifty more cents
Me: Sure!

That easy! Fifty cents and they'll still make a profit because everyone with a computer will do it (instead of everyone having a computer but just one rich bastard dumb enough to pay for the wi-fi). Hear me, crazy corporate chains! Give the people free wi-fi and I am 100% positive that you will make MORE money than actually charging for it. It's the way of the future, and people need to figure out the PROPER way of capitalizing on it.

Posted by MikeRubino at February 17, 2005 10:30 AM | TrackBack