A Hot Wot?
The MORI poll, commissioned by computer manufacturer Packard Bell, found that only 29 percent of home PC users correctly identified a "WiFi hotspot" as an area covered by a wireless access point, typically set up for the Internet so that people can connect to the Web without cables.
Instead, respondents variously guessed that a WiFi hotspot could be a "posh hot tub", a microwave-ready meal, or "something smelly that had been left out in the sun for too long."
Five percent of married respondents said that the phrase described a spot of "trouble with the wife." Meanwhile, 5 percent of the single folks thought that a WiFi hotspot was bound to be a nightclub.
Which is good for a laugh, but also suggests that those in the business of providing public wireless LAN services need to do a good deal more marketing to get their message across.
Companies like Intel Corp. (Nasdaq: INTC) are already spending millions on promoting 802.11 (see Centrino: How Much?) -- although the chipmaker is more concerned with promoting its Centrino wireless chipset than building the WiFi brand (see Centrino: Building the Brand).
— Dan Jones, Senior Editor, Unstrung