Sat Mar 13, 2010 | Created by Aziz Zoaib | Follow
Bandwidth-hungry riders have a new option in Taipei as VMAX Telecom partners with a leading taxicab company to install WiMAX-enabled devices in 1000 cabs, and in the process possibly opens up new sources of revenue.
Of the nearly 60,000 taxis trolling for fares in Taipei, 1,000 are now WiMAX-equipped, making it worth the wait for the bright yellow cab with the large red "M" atop the car.
As of today, commuters in the Taiwanese capital will be able to surf the Internet, download videos, watch Web TV, play online games and more in taxis belonging to M-Taxi, one of the largest taxi services in the region. And all for free, at least for now. In addition, riders will be able to call and request these WiMAX-enabled taxis using a unique number.
VMAX Telecom, a leading WiMax operator in northern Taiwan, is behind this latest expression of the power and usefulness of 4G technologies like WiMAX, equipping these taxis with MIDs (mobile internet devices.) They're calling it the "Mobile Internet Cafe."
The MIDs are small, flat devices with 7-inch touch screens made by Tecom Inc. that work with a stylus. They are attached to the back of the front passenger seat inside the taxis. The devices have embedded WiMAX and GPS (Global Positioning System) chips and use Microsoft’s Windows CE 5.0 operating system. They are loaded with video and audio codecs and are meant to entertain people as they ride taxis across Taipei. The devices are 216 millimeters long by 132mm wide and 24.5mm thick.
"The use of WiMAX-enabled devices in taxis is meant to popularize WiMAX as well as give people something to do if they’re stuck in traffic or need information such as the latest movie times," said Teddy Huang, chairman of VMAX, at a news conference in Taipei. The value-added service will also hopefully bring more customers to the taxi company, M-Taxi, he said. VMAX says they will continue to assess the program before they decide whether or not to charge for it. In addition, the service will be limited to the Taipei area, at least until VMAX expands its WiMAX network.
It seems like the more lucrative revenue stream, however, will come when 4G-equipped transportation meets up with targeted advertising. Imagine being a passenger on a Friday night and all of the advertising on the MID (or even on a digital sign attached to the outside of the cab) is geared toward your needs - food, drink and entertainment perhaps. Now imagine being the advertiser with access to a highly focused, ready-to-spend audience. And by some accounts, the average taxi ride in Taipei is 20-30 minutes.
Intel is among the major investors in VMAX, with agreements reaching back several years. In 2008 they invested $12 million (USD) to support the Taiwanese company's efforts to establish Taiwan's first WiMAX network, which they launched in January. Their network of more than 200 base stations will cover more than 85% of the city's population, according to the company.
VMAX has initially offered a 4Mbps/2Mbps service for NT$456 (US$14.30) per month using USB dongles or with WiMAX embedded notebooks.
source : wimax.com
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