The wireless networking client software in Windows is a necessary evil, one that we love to hate. The WeFi wireless networking software replaces the built-in Windows client with a much better one, while also adding features including geo-targeted ads, community functionality, and server side aggregation of valid and open access points within range. This is a great feature when you are roaming because you are connected automatically to access points previously used by other WeFi clients.
WeFi works quickly and easily with open access points but may have problems connecting to corporate wireless networks. With tech luminary Yossi Vardi on its advisory board, and Pitango, the largest Israeli VC behind it, the company has a strong pedigree. Its current business model is to generate revenue based on geo-targeted advertisements.
Most people do not like third-party programs that replace critical Windows components, but WeFi surpasses the wireless client built into Windows. It connects quickly and obtains an IP address efficiently. It also automatically initiates a connection to the WeFi server before you launch your browser to confirm that the access point you are connecting to is active and free with no Web-based authentication scheme required. Some may question the legality of “hopping on” an open access point, and typical terms of service for consumer broadband services state that you will not share your Internet connection. As WeFi grows and becomes a more attractive target for ISP lawsuits, this could pose a problem for the company.
Local targeting of ads is an extension of the successful Google AdSense model. The challenge will be for WeFi to get a large enough user and ad base. For WeFi to overcome this problem, it may have to partner with other local ad sales teams, such as those from phone directories who already sell local ads but are losing relevancy in the online age.
WeFi’s competitors are concentrating on community and social aspects with similar targeted advertising models. However, WeFi has a head start with the ability to quickly connect to an open Internet access point and to seamlessly replace the inferior wireless client built into Windows. The assembled team has strong technical resources and business connections to overcome its challenges in sales and marketing. Since I began using the WeFi client, I have relied less on cellular wireless service and have enjoyed faster Internet connections while traveling.
