by Christopher M. Knight [March 6, 2001]

Today, InterLink @anywhere access is available in the better part of five counties, spread across three states, in localities with populations less 40,000 people. Let's take a look at how this dialup provider rejuvenated its business plan by becoming a fixed wireless success story.

But first, a little background about the subject of our marketing case study:

• The local town council knew they needed high-speed Internet access, but they did not have the technological expertise to implement a broadband solution.
• InterLink L.C. of Keokuk Iowa stepped up to the plate with a fixed wireless concept and pitched a plan to local authorities.
• The immediate Iowa township consists of about 2,000 residents living in a 9-mile radius.
• Demand for broadband access existed throughout the rural communities of Iowa.
• While potential digital subscriber line customers grew tired of waiting for Central Office upgrades from phone companies, InterLink went to work.
• Because its a lightly populated part of the country, competition from cable access wasn't an issue for InterLink.
• DSL providers were promising high-speed connectivity for the area, but failed to deliver—time and time again.
• The market was ready to learn about fixed wireless high-speed Internet solutions—and InterLink was ready to teach.

Put a plan together
InterLink's marketing and business plans called for a regional-community approach for building a successful high-speed Internet service offering. By working with city and county governments, as well as private businesses, InterLink said it could bring the high-speed access to residents and commerce as needed, through its @anywhere fixed wireless service.

George M. Walden, InterLink vice president said "I truly believe that fixed wireless has advantages over DSL and cable, this is being proven by the heavy demand for our fixed wireless services."

Walden said about 10 percent of their dialup client base has successfully converted to its fixed wireless services. Another 10 percent of InterLink's subscribers are waiting for installation while the small company works to expand its service area.

In a recent conversation with Walden, he shared some of the advantages InterLink had going for it, which contributed to the company's early wire-free success:

1. The local area has never been known for its superior communications infrastructure, which created an opportunity for InterLink to offer broadband connectivity services for businesses and consumers alike.
2. Rural America is always the final market destination to receive the newest technologies because telecoms companies don’t invest in areas that can not quickly produce a profitable return.
3. The local telecom firms missed deadlines, and did not expand or upgrade services in a timely manner. Businesses were told there were no more T1 channels available to set up and that the companies were not willing to make the financial investment necessary to expand data switching services in the area.
4. Municipal leaders realized what high-speed Internet services and its bandwidth would do for the businesses and residents in the community. When word got out that InterLink was rolling out "wireless" services, it became an election issue for more than a few of the local politicians—resulting in local government's tacit endorsement of InterLink @anywhere services.

Go to page 2: Al Gore Invents the Fixed Wireless Market >