| Last week the city of San Francisco accepted a | | | | from. Contemplate the possibilities. |
| joint bid from Google and Earthlink to bring | | | | Thanks to signal boosters every few blocks and a |
| universal wireless access, or "Wi-Fi" to that city | | | | mandatory Google sign-in (no shocker there) |
| by the bay. Residents will be able to log in | | | | they've got your location covered. Some are |
| wirelessly to the Internet from home, work, cable | | | | crying foul and citing Big Brother tactics. I disagree. |
| car, or wherever. San Francisco is among the first | | | | Free Internet access is not a guaranteed right and |
| cities of a number going "muniwireless"- that is, | | | | if electing to take advantage of this offering |
| citywide free Wi-Fi; Philadelphia has already cut a | | | | means logging into a service under reasonable |
| similar deal with Earthlink, while Austin, Boston, and | | | | conditions, well, so be it. At best, detractors come |
| Chicago have also announced plans to do the | | | | off as misguided; at worst, ungrateful. |
| same. I believe this trend will continue and foresee | | | | Some critics of this free buffet are even turning |
| the spread of Wi-Fi connection to most cities in | | | | up their noses at the fare. While Wi-Fi is that |
| upcoming years. | | | | much better than dial up (Google says the free |
| This endeavor, a pet project of San Francisco's | | | | connection will be about 300 kilobits per second), |
| mayor Gavin Newsom, is good for his career and, | | | | it's not quite broadband. And this too, apparently, |
| more importantly, good for San Francisco. The | | | | has ruffled a few feathers. Whether it's a free |
| civic adoption of universal Wi-Fi is rather | | | | lunch or just a snack, just enjoy it already. |
| progressive as it tackles a hi-tech social issue by | | | | For those of us who can live with free Wi-Fi |
| providing Internet access for all. I truly believe this | | | | here's an example of how local advertisers will be |
| to be a kind act and, additionally, believe San | | | | able to tailor ads to meet their opportunities: It's a |
| Francisco's stature in the tech community will be | | | | beautiful Saturday in the park, you know, the kind |
| greatly enhanced. Let's not hold our breath waiting | | | | that makes everyone feel like a kid again. At |
| for free laptops, however. | | | | some point the proprietor of a nearby ice cream |
| It's fun to work in online advertising because | | | | parlor, call it "Biggie's", realizes his ice cream sales |
| brainstorming is a natural part of the job. When | | | | aren't justifying the foot traffic he sees outside. |
| industry announcements are made water cooler | | | | An idea comes to our good-humored purveyor |
| chit-chat inevitably leads to idea formation. In this | | | | and he takes action by accessing Google's |
| particular case we know that San Franciscans are | | | | localized search. It takes only a few minutes to |
| all for it, but what will this mean for Google and | | | | create and run an ad over the local platform that |
| Earthlink, who are providing the Wi-Fi free of | | | | reads: "Today only: 2 for 1 Ice Creams at Biggie's |
| charge? The consensus: plenty. Their service, | | | | Ice Cream Parlor. 2-5 PM, All Welcome". |
| while donated, also serves as terrific PR and quite | | | | The only thing that will keep the crowds from his |
| possibly an opportunity for future business. As a | | | | business is a rain storm. Not only would park |
| provider of advertising, Google is on to something | | | | goers with online access via laptop or handheld |
| good. | | | | device see these personally relevant ads, but |
| Not only does this announcement add the word | | | | they'd be sure to spread the word. As a buzz is |
| "muniwireless" to my vocabulary, but it may show | | | | built in the park Biggie's Ice Cream will have a big |
| us how personalized search can be. A co-worker | | | | day. Targeted and effective local advertising like |
| at stunned me by pointing out that this Wi-Fi could | | | | this should be a hallmark of muniwireless cities in |
| conceivably deliver search ads that would be | | | | years to come. Good for San Francisco. I hope it |
| relevant to the very city block you're logged in | | | | comes to New York soon. |