Surfing on your next road trip

I drove past a rest area along Interstate 20 today and I found myself doing a double take at the presence of this sign. My initial thought was that our fascination with being "online" at any time at any place, has taken another step forward. Out of curiosity, I began googling to find more information about this deployment of wireless hotspots.

Apparently the Texas Department of Transportation began a project to make each of their 102 rest areas and traveler centers wireless internet enabled back in 2003. According to Byron Hicks, TxDoT Safety Rest Area Project Manager, three rationals influenced the decision to pursue this initiative. First, the free wireless service would improve highway safety by offering fatigued drivers an incentive to take a break. Second, the wireless service is a response to travelers who are accustom to internet access whenever and where ever they stop. Finally, there are more business travelers driving the state's highways.

According to a presentation to the 2004 National Safety Rest Area Conference, these wireless hotspots offer travelers two hours of free internet access. As I drove by the rest area earlier today, I will admit I wished I had my laptop in the vehicle so that I could try it out. Not fully understanding the marketing associated with rest areas, I am pretty impressed with the fact that wireless internet access is available at these locations. The fact that the service is "free" is all the more compelling, although I think it should say "free" on the sign to entice motorists to stop.

So if wireless internet service has broken into the rest area vertical market, what's next? I'm also curious how these wireless internet enable rest areas can compete with mobile data service offerings that are touted to work at highway speeds?