Best of the ISP-Lists

Wireless By Any Other Name…

The ISP-Wireless list wonders whether to call wireless service "wireless" or "WDSL" or any of several other names.

[May 24, 2000]

On the ISP-Wireless list, CD posted this question concerning how to market wireless services:

"Seeing all the hype about DSL, I am considering marketing our wireless service as wireless DSL (maybe WDSL). Does anyone have any thoughts on this?"

Quite a few respondents had thoughts about the best way to market wireless services:

[GW expressed guarded enthusiasm] "Wireless DSL is a nice way to market the product, although I've being reading so many bad things about DSL. But you have to focus your marketing strategy around quality, not price. That's the key: 'Pay a little more but you will get the speed….'"

[PF opined] "DSL can't be any worse than .v90. Plus most people will jump on that 'keyword,' as they've 'heard it on the net'. Although I would change the L from line to link: Digital Subscriber Link. It's much more correct and you still can keep the acronym."

[AB added] "If the people in a certain area cannot relate to DSL, then maybe Wireless Cable would work."

[DJ noted] "WBIC … 'Wireless Broadband Internet Connection' was our first thought."

A number of respondents replied that they were already using the "DSL" name in pitching their product:

[MB wrote] "We use the name 'Wireless DSL' because our locals understand DSL means 'fast internet.' In this area, wireless internet also means those handheld and cell phone options from the wireless phone companies. I didn't want our customers confused."

[SB agreed] "This was exactly my reasoning when I started offering wireless last year. 'Everyone' knows DSL, and while it will take forever to reach our rural market it raises excitement and causes what we are doing to be considered 'hot news.' This gives us an advantage in that the customer already knows what they are getting into they just find out that the w in wDSL means wireless DSL, and that it require line of sight to one of our towers."

Some thought that calling wireless service "DSL" was a bad idea:

[JH wrote] "We have chosen to call our service 'wireless broadband.' Those who have shown interest in DSL know what broadband means. Using the term keeps it clear that the phone/cable company is not involved. This is good in this area as most people hate both the cable and phone companies."

[SB concurred] "We considered calling them wireless cable modems, since that better fits the model (wireless MP networks are shared bandwidth to the last mile) but figured that would give us the same bad reputation that cable modems share here in the USA."

[JS asserted] "Not creating a definitive identity for the product is bad. Part of the problem with the wireless ISP growth has been no cohesion amongst the industry as to what they call it. 'DSL' means 'Digital Subsciber Line.' It's counterproductive to reinforce nomenclature that is confusing."

SA disagreed, pointing out that using "easy catchphrases" are virtually standard practice throughout the industry:

"98% of the people have no idea what DSL stands for anyway. The cable companies are calling their CPE stuff "cable modems" even though there aren't any modulations (or demodulations) going on. Modern technology is full of inaccurate nomenclature."

—End