Marketplace Magazine | The most mobile Internet

Nic Beining, data product manager with Cellcom in De Pere, also saw wireless demand take off quickly.
“We launched the service in a trial market in Door County in June 2008, and we were a little unsure how it would go,” he says. “In January 2009, we launched in all areas of our market that had 3G service. It beat our wildest expectations in terms of customers requesting it and sales.”
Cellcom’s service area covers Northeast Wisconsin from Oshkosh and Manitowoc, up through Door County and the Menominee and Shawano areas and west to Wausau.
“It isn’t the fastest service or cheapest service offered in the market, but we have a niche out in the country were there isn’t DSL service,” says Beining. “It’s cheaper and faster than satellite service and much quicker than dial-up. If someone lives in metropolitan Green Bay, there are options out there. We’re not trying to compete with those people at this time.”
However, Cellcom has customers who may live in Green Bay, for instance, and have vacation property in Door County. With Cellcom’s service, they can take their broadband modem along.
“They can move anywhere within that coverage area, not like a DSL or cable modem,” he says. “This is more portable. Most of our users don’t move it around, but we find some who do like to take it with them on their boat or camper.”
Beining believes the demand for broadband will continue to increase and in many new ways.
“From a business standpoint, there’s a lot of efficiency that can come from wireless in the field,” he says. “For instance, a utility company used to have somebody visit every house to check meters. Now, all those meters wirelessly transmit usage data back to the utility. They don’t have to pay somebody to manually go out.”
Another use is bringing broadband Internet to police cars so they have instant access to criminal databases and mug shots, Beining says.
Wireless also will greatly impact education, Beining believes. “Students are required more and more to use the Internet as a research tool,” he says. “If you don’t have broadband at your home, students are at an educational disadvantage. With broadband Internet and education, it’s pretty amazing what kinds of doors that opens.”