WaveTop unveils wireless home PC service with 20 sponsors
by Beth Snyder
adage.com:80/interactive/articles/19971110/article9.html
Wavetop is expected to announce this week that it has signed up
more than 20 advertisers for its wireless home PC service to go
into beta testing later this month. A full launch is planned for the
first quarter of next year.
$10,000-$30,000 PER QUARTER
Initial advertisers include Spiegel Catalog; Barnes & Noble;
CyberMeals; Ford Motor Co.'s Lincoln-Mercury Division;
Microsoft Corp.'s Desktop Application Division; ADS
Technology; and Consumer Info, a credit checking service of
Experian, formerly known as TRW. Charter advertisers will not
pay, although rates eventually will be between $10,000 and
$30,000 quarterly.
WaveTop , the consumer division of data broadcaster
WavePhore, reaches consumers using wireless technology to
embed information into the unused spectrum of Public
Broadcasting Service broadcast TV signals. Content is
automatically broadcast over airwaves directly into consumers'
computers, whether they're online or not.
In addition to the WaveTop software, consumers need a special
plug-in for their computers, generically called a TV tuner. The
device can be an add-on (similar to desktop modems), priced at
about $85; or, the tuner can be a plug-in board that goes inside the
computer.
Some computer manufacturers are already building the boards into
their PCs: Toshiba includes a TV tuner in all models; Gateway
2000 offers it as a standard feature on its Destination model; and
Compaq Computer Corp. offers it in its PC Theater model.
While industry watchers are still skeptical as to how far consumers
will go for push technology, WaveTop officials feel they can offer
compelling reasons for consumers to purchase a tuner if the board
isn't already in the computer.
"There are two reasons why consumers would buy a TV tuner.
First, it allows you to watch TV on a PC. And, second, it gives
you access to new content from data broadcasting services," said
Sandy Goldman, WaveTop senior VP-general manager.
AGGRESSIVE STRATEGY PAYS OFF
WaveTop has been creating ripples in the push industry with
aggressive promotion of its free service. Microsoft recently agreed
to include the software and service in its Microsoft Windows 98
version.
"We're excited about WaveTop's method of delivering the Internet
to home PC users in this alternative mode. It has great prospects
and we're certainly interested in trying it out," said Peter Maluso,
chief operating officer of iTraffic, Consumer Info's interactive
media agency.
WaveTop plans to organize its content into eight channels. ZDNet
and Time Inc. each will provide content for their own exclusively
branded channels, while the service will offer six generically
branded channels including NewsTop, StockTop, KidsTop,
TechTop, FamilyTop and FunTop.
WaveTop has signed agreements with additional content providers
including CBS Sports-Line, Quote.com, Time Inc. New Media,
Wall Street Journal Interactive Edition, The Weather Channel and
Women's Wire.
Additional ad opportunities will include various-sized banner ads
with rotating schedules. Pricing for banner ads has yet to be
determined.
Copyright November 1997, Crain Communications Inc. |
