FRY GUY, MEET Wi-Fi

Intel and Cometa Networks' plan to push Wi-Fi into U.S. consumers' conscience through their stomachs is pure American marketing genius, even if their timing is off by about a decade. As part of the former's $300 million marketing plan to support its new Centrino PC chips, the latter has set up Wi-Fi hot spots under a few select Golden Arches in Manhattan. While most commentators will take the easy way out and rib the home of the McRib as an inappropriate place to attract the Wi-Fi demographic, the concept is one that would make sense to McDonald's guiding force, Ray Kroc. Kroc didn't invent McDonald's (that credit goes to brothers Dick and Mac McDonald), but he took the idea and made it work. What better place to introduce America to the idea of wireless computing than by offering it as a side dish? Under the Cometa plan, McDonald's is giving away an hour of free access to any customer with an 802.11b-enabled laptop who buys a meal. After that, it's $3 for another hour, or buy another meal. Do Intel and Cometa really think that millions or even a few thousand people will open up their laptops and send e-mail while surrounded by the sticky denizens of Playland? Doubtful. Of course, courting the Starbucks crowd makes more sense on paper, but T-Mobile has yet to show any real results. And raising awareness sometimes means taking the risk that you might stumble in a very public way. Intel and Cometa: you deserve a break today.