INTRODUCTION

One cannot go anywhere these days without hearing something about WiFi, or Wireless Fidelity.  The technology is a simple but revolutionary extension of traditional internet connections.  Typically, people can utilize these wireless local area networks by taking their laptop to an office or coffee shop with WiFi transmitters.  However, recently the world of WiFi has left the world of the computer to enter the realm of countless other electronic devices.  Cell phones, PDA’s, Blackberries, and video game consoles all have begun to embrace and utilize this technology. 

This diffusion of WiFi technology has affected the way people interact with the internet, as well as with their electronics.  In the past, a person would need a cell phone to talk to people, an iPod to listen to music, and a television to watch their favorite programs.  Now, all of these things could potentially be done with simply a cell phone that has WiFi capabilities.  Additionally, accessing the Internet is no longer something that must be done in isolation.  Everywhere a person goes, he can be plugged into the World Wide Web.  All of these developments could fundamentally change how advertisers interact with potential consumers.   Yet, the more changes these technologies bring, the more similarities to traditional advertising emerge.