Light Reading

Google's WiFi Mountain

Dan Jones
LR Mobile News Analysis
Dan Jones, Mobile Editor
12/15/2005
50%
50%

Search engine titan Google (Nasdaq: GOOG) has begun installation of its much-heralded free wireless LAN network in the company's home base of Mountain View, Calif.

"They started putting radios in about a week and a half ago," a source tells Unstrung.

Google wouldn't comment directly on its rollout schedule in Mountain View, but a spokeswoman says that it received approval for its free WiFi plan from the city council last month, wants to start installing equipment as soon as possible, and is intending to complete the deployment by June 2006.

On the face of it, the network is a fairly straightforward -- albeit large -- metro-mesh deployment. Google and its partners will install hundreds of 802.11 radios around the 12 square miles of the Northern California town and offer free WiFi connections -- rate-limited to 300 kbit/s -- to its 72,000 residents.

But that deployment is only a start. Mountain View will actually be a proving ground for the new technologies and approaches that Google is bringing to the public access WiFi market -- a showcase that could help it win larger prizes like the deal to roll out a similar network in San Francisco.

The location-aware ad delivery system that Google is expected to run on this network is already the subject of much discussion. This software, which "knows" where a user is at any given time, will allow businesses to target ads with a greater degree of geographical accuracy then ever before. (See Google's Ad-Mad Network .)

For instance, someone searching for "sushi" while surfing on the Mountain View WLAN network could see ads returned from a raw fish joint just a couple of blocks away.

This means that Google can keep its ad rates up even when competing in what is typically perceived as the low-margin WiFi hotspot market. It is in Google's interest to innovate on ads, since almost all of Google's $3.2 billion in revenue last year derived from sales of its search-based ad sales, according to analysts. Targeting ads to the user's location adds another dimension to that model.

And just because the firm is only offering a rate-limited service for now doesn't mean that it couldn't offer a premium higher-speed access service in the future. Unstrung has been told that the firm is looking at a number of premium options.

The next big step for Google is San Francisco, which currently has an RFP out for its own citywide 802.11 access network. Google is working with partners like integrator Wireless Facilities Inc. (WFI) (Nasdaq: WFII) and mesh hardware provider Tropos Networks on these projects.

The firm has also been linked with startup Feeva Inc., which has developed technology "to identify, target, and deliver relevant and useful information to the user, in collaboration with online media, content, advertising, and search services," over wireless broadband links, such as WiFi hotspots. (See Google's Free-Time Secure WiFi.) But Feeva is trying to stay in something like stealth mode and has largely stopped talking publicly about its links with Google. So all that can be said for sure right now is that Google has purchased the Union Square, San Francisco, hotspot that Feeva used to run.

— Dan Jones, Site Editor, Unstrung

(0)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View
Flash Poll
From The Founder
Networks of the future will rely on "white box" switches and servers rather than proprietary hardware and that's going to alter the shape of the communications industry. Who says so? John Chambers.
LRTV Huawei Video Resource Center
eLTE Rapid Meets the Need for Speed

3|26|15   |   4:45   |   (0) comments


Designed especially for emergency and dedicated ad hoc local mobile communications coverage, Huawei's eLTE Rapid solution can deliver trunked voice, video and data coverage for multiple users over a 6km range and be set up in just 15 minutes, explains Huawei's Norman Frisch.
LRTV Huawei Video Resource Center
On Videos: Challenges & Opportunities

3|26|15   |   5:56   |   (0) comments


Most everything is now connected. And along with 4K and 4G technologies, everyone could be creating and broadcasting video contents. Users are expecting better video experience with any screen, anywhere and anytime. Operators will meet new challenges, but also see some big opportunities.
LRTV Custom TV
JDSU: Delivering Dynamic Networks for a Personalized Experience

3|26|15   |   5:59   |   (0) comments


Light Reading speaks to JDSU at Mobile World Congress 2015 about new solutions in the areas of HetNets, VoLTE, backhaul, virtualization, big data analytics, and real-time intelligence.
LRTV Custom TV
Smarter Service Chaining & New Ways to Benefit From Qosmos Technology

3|25|15   |   03:11   |   (0) comments


David Le Goff, director of strategic and product marketing at Qosmos, explains how the company has added application awareness to subscriber information to make service chaining more efficient and reduce costs for networking and infrastructure. In addition, Qosmos technology, which has been delivered as C libraries, is now also available as a virtual machine, ...
Between the CEOs
Qosmos CEO: The Changing Face of DPI

3|24|15   |   13:53   |   (0) comments


LR CEO and Founder Steve Saunders sits down with the head of Qosmos to talk about the changing state of the art in deep packet inspection technology, including its role in SDN and NFV architectures. Also, how the comms market is becoming more like the automotive industry.
LRTV Huawei Video Resource Center
FC Schalke Scores With Its Agile Stadium

3|24|15   |   6:23   |   (0) comments


Top German soccer club FC Schalke 04 has deployed a new, agile WiFi network from Huawei in its Veltins-Arena stadium and is reaping the benefits in terms of customer satisfaction and business opportunities, explains marketing chief Alexander Jobst.
LRTV Huawei Video Resource Center
Huawei’s Insights on Mobile Video

3|24|15   |   7:51   |   (0) comments


More people than ever are now watching videos on smartphones. Seventy percent of mobile traffic will be video traffic until 2018. In this video, Huawei's exports give their insights on mobile video in terms of business model, network planning and 4G network construction.
LRTV Documentaries
The Rise of Industry 4.0

3|24|15   |   02:26   |   (8) comments


Are you ready for the fourth industrial revolution? It's a big deal for influential operators such as Deutsche Telekom.
LRTV Huawei Video Resource Center
Getting Connected With eLTE

3|23|15   |   06:04   |   (0) comments


Trunked radio communications have entered the 4G LTE world, and with Huawei's eLTE solution, can now deliver a full range of data and video services as well as push-to-talk voice, explains Huawei's Norman Frisch.
LRTV Huawei Video Resource Center
Funkwerk’s on Track With Huawei

3|19|15   |   3:23   |   (0) comments


GSM-R technology specialist Funkwerk and Huawei have forged a partnership that is benefiting both parties, notes Funkwerk's Gottfried Winter.
LRTV Documentaries
How EANTC Tested Cisco's Virtualization Solutions

3|18|15   |   5:49   |   (0) comments


Carsten Rossenhövel, managing director of independent test lab EANTC, tells Light Reading founder and CEO Steve Saunders about the innovative approach his team had to take when validating Cisco's service provider virtualization and cloud solutions.
LRTV Huawei Video Resource Center
Converged Communications: Working Simply & Smartly

3|17|15   |   03.24   |   (0) comments


Edwin Diender, CTO of Huawei's Enterprise Switch & Communications division, outlines the four main pillars of Huawei's unified communications portfolio and explains how the addition of 4K video capabilities has helped Huawei develop a groundbreaking videoconferencing solution.
Upcoming Live Events
April 14, 2015, The Westin Times Square, New York City, NY
May 5, 2015, Hyatt McCormick Place, Chicago, IL
May 6, 2015, Georgia World Congress, Atlanta, GA
May 12, 2015, Grand Hyatt, Denver, CO
May 13-14, 2015, The Westin Peachtree, Atlanta, GA
June 8, 2015, Chicago, IL
June 9-10, 2015, Chicago, IL
June 9, 2015, Chicago, IL
June 10, 2015, Chicago, IL
All Upcoming Live Events
Infographics
Hot Topics
Women in Tech Coming Into Focus
Sarah Thomas, Editorial Operations Director, 3/20/2015
Will Open Source Groups Keep Windows Open?
Carol Wilson, Editor-at-large, 3/20/2015
Google Hires Wall Street's Most Influential Woman as CFO
Dan Jones, Mobile Editor, 3/24/2015
The Rise of Industry 4.0
Ray Le Maistre, Editor-in-chief, 3/24/2015
Net Neutrality Suits: Only The Beginning?
Alan Breznick, Cable/Video Practice Leader, 3/24/2015
Like Us on Facebook
Twitter Feed
Webinar Archive
BETWEEN THE CEOs - Executive Interviews
LR CEO and Founder Steve Saunders sits down with the head of Qosmos to talk about the changing state of the art in deep packet inspection technology, including its role in SDN and NFV architectures.
Chattanooga’s EPB publicly owned utility comms company has become a poster child for how to enable a local economy using next-gen networking technology. Steve Saunders, Founder of Light Reading, sits down with Harold DePriest, president and CEO of EPB, to learn how EPB is bringing big time tech to small town America.
Cats with Phones
Interspecies Phone Love Click Here
"No, you hang up."
"No, YOU hang up."