Double Shot of Wi-Fi, Extra Free

Saturday, February 5, 2005 01: 15 PM

I really think free Wi-Fi is changing business for smaller coffee shops and cafes (and in some cases entire cities) and the shops that charge are in for a painful wake-up call. Wi-Fi has become a cost of doing business -- a cost that ultimately drives more business.

It's 1:15 on a Saturday afternoon in Tucson Arizona. I'm sitting in a moderately sized local coffee shop (Ike's) working away. By my count, there are at least 14 laptops open right now. I would not hesitate to say that the extra business from the FREE Wi-Fi is more than paying for the expense to the shop. This place is packed...

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By contrast, if I was to go two blocks down to Starbucks, I would put money on there being maybe 1-2 laptops open and that's about it. They currently charge for Wi-Fi through T-Mobile and that just isn't flying with local users. In fact, I think I passed three Starbucks on my way here -- to get to the free Wi-Fi (I also prefer local shops).

In virtually every instance of using free Wi-Fi here in Tucson, I'm spending money at the establishment. One reason is a "thank you" of sorts for offering the free service and the other is when you sit and work for a while you get thirsty or hungry. In fact it looks like everyone here at Ike's has made some sort of purchase today. I don't see anyone "milking" the free Wi-Fi. If anything they are spending more money than the average customer because they are here for 2-3 hours or longer.

The other thought running through my mind is the opportunity for these coffee shops and cafes. I see future establishments with free Wi-Fi getting bigger. I would really like to see newer coffee shops with dedicated work spaces, even moderately sized conference tables, etc. where you can spread stuff out a bit more, with more ergonomic chairs. One local cafe, Beyond Bread, has become our monthly graphic designer Meetup location of choice because of the larger tables and free Wi-Fi (we can view each others portfolios online at the meeting.) I'm sure shops like this exist in some cities, but I'm thinking in terms of a broader design trend here.

The key is keeping the Wi-Fi free. It has simply become a cost of doing business -- like air conditioning and electricity. The next priority would then be building the environment around the people free Wi-Fi will bring in, without sacrificing the comforts required by those coming in for good coffee and conversation. Wi-Fi users require space, ergonomics and power plugs -- lots of plugs.

The local coffee shop of tomorrow will not only be a good place for relaxation and conversation, but also a highly productive environment for individuals who want to get out of the office or house. Like Ike's, some coffee shops already are...

Comments (4)

Comments by Cole Camplese:

I've been traveling in FL for the last two weeks and free WIFI has been my number 1 priority (aside from relaxation ... but one drives the other). It hasn't been easy to tell you the truth, but in my home town of State College, PA all of as the University (when off campus) walk right past Starbucks (Star$s) and head to our local coffee shops with WIFI. I have my consulting meetings at these spots, hold office hours there, and do writing there. I think the free WIFI has really rescued a couple of spots that would have otherwise gone under the tires of the Starbucks.

Couldn't agree more with you ... electricity, coffee, WIFI -- just the cost of doing business. We need more open networks like Newbury in Boston ... but we're on our way-->

C

Comments by Tongodeon:

Cafes don't add wifi in part because cafe owners aren't usually techies and don't really know how to make it happen. That's been my experience when I approach cafe owners and suggest free wifi. Much like other costs of doing business (like their electricity and air conditioning) they'd rather pay some guy to install it and keep it running.

Here in Montreal there's a nonprofit community organization called Ile Sans Fil which does this. You might consider starting a chapter in Tucson. (I'm a '97 graduate of the University of Arizona and miss Tucson greatly.)

Comments by Jonas Rabbe:

Delicious Monster is appearantly run from their local Zoka coffee shop. Don't know if they have free wireless, but it would definitely make it easier to work there.

Comments by Risky Chicken:

I just wrote a piece on my blog comparing air conditioning to wifi. You're absolutely right about free being key. Air conditioning was responsible for the development of Florida and expoding real estate prices for swampland. What will be the equivaleent land-grab for wifi?

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