Microsoft Wi-Fi: Why not?

Operating under the assumption that no technology has truly penetrated mainstream consciousness until it earns the Microsoft seal of approval, it's now safe to say that Wi-Fi has hit the big-time. In late September, the software behemoth introduced its Broadband Networking line — a suite of home wireless products including base stations, USB adapters and notebook adapters designed for both desktop and laptop configurations. And if history and conventional wisdom hold true, Microsoft's move into the space should spur a new wave of consumer Wi-Fi adoption.

For starters, Microsoft is guaranteeing its Wi-Fi suite increased consumer visibility by selling the products through national consumer electronics chains like Best Buy, Fry's and CompUSA, as well as via more traditional retailers like Target and even discount warehouse Sam's Club. (Rumors of 802.11b cards as McDonald's Happy Meal premiums are just that, however.) According to Todd Greenberg, broadband networking product manager for Microsoft, the company is also striving to minimize the complexity of installation with a Setup Wizard that detects the computer's ISP and modem settings for automatic configuration.

“The goal is that it's easy to use,” Greenberg said. “A lot of people have had negative experiences with their home network — they found it difficult to set up, and had to call some techie friend to help. None of the existing products was easy to set up.” Equally important, Microsoft is the first in the home networking space to include a built-in firewall. “We found in our focus groups that people don't think about security,” Greenberg said. “They assume that it's turned on by default.”

Greenberg added that consumers want to maintain the same brand name across their home networks because “they feel more comfortable from an interoperability standpoint.” And arguably, no brand carries more weight than Microsoft. In-Stat/MDR anticipates that annual Wi-Fi node shipments will total 33 million by 2006, and like it or not, more than a few will ship in Microsoft packaging. While some early Wi-Fi adopters and grass-roots enthusiasts may view Microsoft's encroachment on their turf with wariness — or outright resentment — for Wi-Fi hot spot aggregators like Boingo Wireless, the more the merrier.

“I've seen the reviews of Microsoft's products — the Setup Wizards are really easy to use,” a Boingo spokesman said. “Home networking is still in its nascent stages, but people who adopt Wi-Fi at home and get used to that convenience will want to have it wherever they go. Once you get used to a technology in one environment, you get used to it in others.” And just maybe, given enough time, the same underground Wi-Fi pioneers that fashioned primitive antennae out of Pringles cans will also get used to sharing bandwidth with suburban soccer moms who bought their home network during a Saturday trip to the mall.