Wireless Freedom Movement

WiFi.ee

By Kris Haamer

Mission

• WiFi.ee – For the advancement of wireless technologies in Estonia

• In 5 years revolutionized the way wireless Internet is consumed in the country

• Estonia today enjoys the most widespread network of open hotspots in the world

Values

• Internet has to service the interests of the society as a whole

• Internet is like water or electricity

• If the society cannot support the rise of the Internet, the citizens will

Communications Model

Internal:

• Community

• Governments

• ISPs

External:

• Users

• National media

• International media

• Clear communication with each group increases benefits for all

Public Free Hotspots

• 2001 – 1

• 2002 – 5

• 2003 – 30

• 2004 – 210

• 2005 – 430

• 2006 – 700

• 2007 – 1150

• The number of hotspots has multiplied within every year

Influence

Certification & Audit

• Technologies

• Security

• Hotspots

• Products

• Certification guarantees quality of service, security and usability

National Media

• Close relations with news media

• All media relations conducted by the same WiFi.ee representative

• Media is a tool for building Internet adoption in the society

International Media

• California

• Western Europe

• BBC, CBS, Reuters, and others

• WiFi.ee helps to present innovation as the image of Estonia

Corporate Identity

• News coverage

• Community

• Branding

• WiFi.ee uses clear and uncomplicated branding across the range

Wireless Outlet

Public Transport

Web Community

Strenghts

• Wireless is everywhere

• Strong international relations

• Clarity of focus & communication

• WiFi.ee has been successful in presenting a clear image of the benefits of wireless

Ideas for Improvement

• Issues & crisis management should be better organized

• Unused opportunities for international growth

• WiFi.ee needs to extend the utilization of PR tools to reach a wider audience

Thank You!