View: The phone call that matters most

The wireless industry underwent a critical test Sept. 11, 2001. Sadly, it took this disaster to prove to many in the industry what our true course should be.

The number of news stories in which individuals used their wireless phones to call and speak with loved ones on that tragic day shows what a lifeline the device is. Throughout the growing drama defining the disaster’s extent, wireless devices further proved their value and importance as people reached out for help, contact, support and information.

Early reports indicate that both the wired and wireless networks were put through grueling traffic-capacity tests. Most networks were jammed with more than twice the usual traffic of their peak traffic periods. These peak periods traditionally had been during rush hours, which are contained in duration. For many carriers on Black Tuesday, this traffic lasted for more than 24 hours. More dramatic is that these traffic figures far exceed even Mothers Day traffic, which otherwise heads the busiest day during the average year.

I believe wireless carriers will go back to the drawing boards, re-evaluate their priorities and revisit their voice strategies.

Although I believe their wireless data initiatives will continue, they will not consume them perhaps as totally as they have over the last six months. Wireless gaming and m-commerce don’t seem as important when people just want to talk to another human being.

Finally, carriers saw with crystal clarity the need for coverage. Granted, last week’s traffic surge is not likely to repeat itself anytime soon. Subscribers understand lack of service when networks are jammed during a national crisis. However, during those times, they don’t tolerate having to move to an exterior wall to hear the person on the other end of the line. Carriers need to make sure their in-building and overall coverage is built out and refined. In an emergency such as this, a “No Service” signal is unacceptable.

So where exactly does this leave wireless data? Let me answer that question with another question. Where did people turn on Sept. 11 when they wanted late-breaking news developments? Television. They didn’t go online. They probably didn’t wish to get headlines on their handsets. That should be a huge message to wireless carriers and consultants about the needs of their subscribers. Subscribers watched TV news reports if they could and complemented that with voice communications from back home. In fact, it wasn’t until well after initial developments that people returned to online news agencies for their primary update information.

The tragedy pointed to other vulnerabilities that the industry needs to address. Many industry observers used this event to push carriers on their E-911 initiatives. Some even brazenly suggested that had E-911 been operational, it could have saved lives. Perhaps. However, the actual deadline for implementation was Oct. 1, and we can’t second-guess what might have been.

However, seeing the complete embrace of wireless by so many should lead carriers to re-commit themselves to moving E-911 ahead, not dragging their feet.

Another limitation to subscribers — and hence a vulnerability for the industry — is battery life. The industry needs to push to achieve maximum and improved performance on batteries. Repeatedly, during my own grounding at Denver’s International Airport, I overheard subscribers cutting conversations short, saying they had to conserve their batteries.

Yes, battery endurance and performance have progressed phenomenally since the early 1980s. And yes, the new digital networks have improved standby times another magnitude of order. However, there’s room for improvement.

Overall, I believe wireless carriers and their organizations should be commended on their performance during an unthinkable crisis. However, let’s not rest on those laurels. The industry should strive for 100% reliability — because no one should be prevented from reaching the ones they love when it matters most.

Comments? Write to rwickham@primediabusiness.com

Feedback:

Rhonda:

I was interested in reading your editorial on Sept. 21, 2001, concerning "The Phone Call That Mattered Most."

Balancing anticipated traffic against the cost of providing capacity is not so simple when Wall Street calls the tune. As you pointed out, Mother's Day is the most frequent overload situation. But every new cell site seems to arrive too late to prevent blocked calls and once the cell is operational, there is a local glut of capacity. From my personal experience over nearly two decades of providing and supporting cellular service here and in Europe, I know that honest people are trying hard to keep up with users without breaking the bank account.

When you launched into the short-term future of data service, I found you overlooked a significant development. I live and work in Seattle, and when the earth really shook last February, I found the most reliable means of communicating with my wife was Short Message Service. After the terrorist disaster on Sept. 11, I read with interest in the New York Times that while most wired and wireless services were overloaded, SMS held up pretty well.

In both of these examples the delivery time for messages, latency, increased significantly, but the messages still got through.

Someday I hope that the wireless community will recognize that the most valuable communications is with the people closest to the user. Stock quotes? Give me a love note anytime.

Chuck Carey