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Apple seeks Wi-Fi hotspot promoter

Wants to show wireless doesn't end with Centrino

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The smart choice: opportunity from uncertainty

Apple UK is looking for a presentable, intelligent, pro-active and self-motivated lad or lass to make sure World+Dog doesn't come to believe Wi-Fi is an Intel invention.

According to a job description on the Mac maker's web site, Apple is seeking a Hot-spot Evangelist to "raise the profile in the marketplace of AirPort, Apple's wireless networking solution". The successful applicant will achieve this goal by "co-ordinating the opening of Wi-Fi hotspots in high-profile places, which Apple will support".

It's a good idea, but Apple comes late to the party. Apple was one of the first - if not the first - consumer computer companies to offer consumers wireless networking systems. But it's largely left the hotspot business to others.

The most notable of which is Intel, which has sunk millions of dollars into promoting public wireless Internet access, the better to promote its Centrino mobile platform of which 802.11 networking is a key component.

Apple's approach to wireless has centred on doing computer-to-computer networking better rather than touting Net access hotspots per se. That's because it's keen to sell base-stations as well as client WLAN adaptors.

But as the computer-using world becomes increasingly mobile, it runs the risk of punters assuming that public wireless Net access is a Windows thing, and not founded upon standards. Apple should want Wi-Fi hungry buyers to consider its products as well as Wintel rivals', particularly now that WLAN access is moving beyond the early adopter phase.

The evangelist opening appears to be UK-specific, but we hope it's part of a wider Apple initiative to promote AirPort beyond the company's own customer base. ®

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