Wi-Fight: Wi-Fi Vs. WiMAX

By Wilcox, Mark

WiMAX is the new buzzword for forward-thinking Internet users, and DigitalBridge Communications, from Virginia, is doing its best to make sure Idahoans know it. WiMAX technology uses licensed frequencies of radio spectrum to deliver high-speed Internet content.

In June 2007, DigitalBridge launched the nation’s first commercial WiMAX network in, believe it or not, Rexburg.

"I think we knew it was very reflective of the types of towns we would go to," DigitalBridge’s Marketing Director Stephanie Soscia said.

The target town for DigitalBridge and its wireless Internet service BridgeMAXX has some key components: A population of less than 150 thousand, a relative lack of high-speed Internet service choices and a good cultural mix. A college campus, which often embraces new technologies first, doesn’t hurt. The other thing DigitalBridge looks for is a city with both a solid business and residential population that doesn’t breach into the unmanageable category.

Whereas more established companies seek the overpowering front- end dominance of launching in a Los Angeles or New York, privately funded DigitalBridge is starting from the ground up. This strategy allows them to add network coverage as both demand and resources increase. The brick-by-brick approach is already bringing the Internet to people that may have thought they never would have used it.

"[Rexburg] was so welcoming of us," Soscia said. "They are very progressive in bringing new services to citizens. They supported us as we built up this new network."

BridgeMAXX, as the country’s first commercial WiMAX service, has found a way to add new freedom and speed to wireless Internet. As everybody knows, when it comes to technology, one less cord will almost always win out in the end.

For example, phones have undergone much iteration which led from multi-corded bulky boxes only used by the select few to the slim, sleek and stylish cell phones which even grade-schoolers seem to cling to as a social lifeline.

Within the last five years, computer and Internet technology has been going the way of the cell phone – no strings attached. Phone lines originally brought the Internet, though they did it s-l-o-w-l- y. Before long, thick cords tipped with what looked like a phone- cord jack after Thanksgiving engorgement started filtering into homes. That was all ok, because at least it got the Internet on the screen faster.

Then along came Wi-Fi, patiently stacking bulky blue cords in refuse bins and knick-knack drawers across the country during its rise to acceptance and prominence. Now, hardly an electronic device will leave the protective walls of the factory without becoming Wi- Fi enabled: laptops, PDAs, hand-held video game consoles, MP3 players – you name it.

After its steady march to dominance, even the wireless Wi-Fi has met its match – or perhaps its differently enabled competitor. While Wi-Fi allows freedom to roam within a "hotspot," that spot always varies in size, quality and accessibility. Wi-Fi is primarily meant for networks seeking to beat the aforementioned "blues," while enabling freedom to roam within a home or business. Though city- wide Wi-Fi hotspots have been built, like in New Orleans after the deadly hurricane Katrina, this kind of coverage is rare for something as local as Wi-Fi.

WiMAX, on the other hand, does something not even cell-phone Internet users can do: three megabyte/second download speeds anywhere within the area of coverage. As of now, those coverage areas are somewhat limited, though DigitalBridge may seek to blanket at least eastern Idaho in the near future.

However, many think WiMAX won’t replace Wi-Fi, but rather work alongside it.

"I think there’s probably an ecosystem to support both," Soscia said. "[WiMAX] is more omnipresent – you’re your own unique connection to the Internet."

Since WiMAX is broadcast from cell-phone towers and other prominent buildings, in Idaho alone users can pack their modem and laptop just about anywhere within Idaho Falls, Pocatello, Rexburg, Sun Valley or Twin Falls and have a true broadband Internet connection – even from a moving vehicle. Think backseat YouTube for the kids. All it takes is a laptop, a book-sized modem and a power source (a standard car inverter works fine.)

In fact, ABC news station KIFI in Idaho Falls is taking WiMAX’s portability to the streets as a new way to broadcast breaking news.

"We’ve been waiting for this moment for a long time," KIFI General Manager Mark Danielson said. "We’ve been waiting for technology to catch up to the idea. My application needs high bandwidth going up. WiMAX is the first thing to allow that in a news environment."

Danielson, working in conjunction with DigitalBridge and Streambox, has set up cost-effective WING units – Wireless Internet News Gathering vehicles. Most live shots are fed to a station either from a satellite truck or a microwave tower truck. Each has their disadvantages.

While satellite trucks offer the ultimate mobility, they are wicked expensive, tipping the scales at about $500 thousand each. Satellite airtime also has to be purchased separately in five- minute segments, bringing the tab up another $5 to $20 per five minutes, with about a 20-minute window realistically needed for each use. Danielson said KIFI doesn’t even own any of these trucks.

"Every time you roll it," he said, "it’s a huge expense. It’s just something you don’t do in a smaller market."

Microwave trucks cost significantly less, about $200 thousand each, but have more limitations. From wherever live shots broadcast, the 40-foot microwave tower has to maintain a line of sight with a receiver station, otherwise the signal will be interrupted and the broadcast is a bust.

"It’s portable, but not portable like [WiMAX]," Danielson said. "You can carry it in your arms. There’s nothing hardwiring me to that truck."

And Danielson’s dream come true for KIFI cost less than $15,000 to implement. All it takes is a shoebox-size encoder/decoder from Streambox (to avoid losing data packets and being cut off midsentence on air,) a high-end laptop and DigitalBridge’s service. He now has the option of parking the microwave vans with their bulky equipment and unsightly tower and sending out his WING unit, which could be just about any vehicle on the market.

"WiMAX and BridgeMAXX allow me to do live shots where I’ve never done them before," Danielson said. "I definitely see this as the wave of the future."

Just as DigitalBridge launched their service in Rexburg, Danielson also chose that locale in April 2008 as the place to make his first live broadcast via WiMAX. It was the first known live shot of its kind – anywhere. And up until now, Rexburg was a community untouchable by KIFI’s live microwave shots, thus opening at least one new community to up-to-the-minute broadcasts.

"Being in the news business," Danielson said, "being able to be in someone’s community live is a big deal."

Danielson said he feels this technology gives him a huge competitive advantage. In fact, many larger news companies have been knocking down his door for information about the project.

"I think they’re all a little bit jealous," Danielson said, "and I love it."

However, not many innovations on this scale start in such a small pocket of Idaho.

"Philo Farnsworth came up with the idea of TV in Rigby," Danielson said. "I find it very interesting we’re developing the next big thing very close to where TV began."

The only downside to KIFI’s WING units seems to be a slight downturn in overall broadcast quality from the traditional microwave trucks, though Danielson said the normal citizen probably wouldn’t notice.

"If you want to be really technical," he said, "it’s not the same quality, but it’s awfully hard to tell the difference. It’s kind of like ‘who has the best tasting water?’ "

While Danielson, KIFI and DigitalBridge write the textbook on WiMAX capabilities right here in Idaho, major players are seeking to roll out similar services in major markets across the country. Sprint, in conjunction with Clearwire and mega-corporations Intel, Comcast and Time Warner, plans to unveil its multi-billion dollar WiMAX network in DC, Chicago and Baltimore this fall. Many WiMAX- enabled devices will be hitting store shelves this Christmas season, and many laptops and PDAs will come equipped with cutting edge WiMAX/ Wi-fi combo chipsets from Intel.

In the future, the country will be as familiar with WiMAX as we have become with Wi-Fi. But today, eastern Idahoans can claim technology’s razor edge like few others can.

Credit: Mark Wilcox

(Copyright 2008 Dolan Media Newswires)

(c) 2008 Idaho Business Review, The. Provided by ProQuest LLC. All rights Reserved.