TV executions told people mobile technology was here, featuring people ‘online’ in cafes, stadia and on beaches. Press showed readers where they could be mobile: a Zagat hotspot guide, and numerous advertorials/specials (e.g. Wireless in London via the Evening Standard). Outdoor showed the benefits of wireless mobility to travellers in airports, railway stations and with roadside specials featuring connected users. To finally involve people, activities were tailored to various specially created touchpoints (see below).

Jupiter Research measured 70% awareness of Wi-fi, and said “This is well ahead of where we’d normally expect … Intel’s Centrino campaign deserves most of the credit”. Consumer share rose from 3.5% to 10.8% (May-December ’03). Share in small/medium businesses was 20.5% at the same point*. Thirty-thousand hotspots now exist worldwide and 130 laptop designs are now based on Centrino technology.