Wi-Fi. Ellie Rennie
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Название: Wi-Fi

Автор: Ellie Rennie

Издательство: John Wiley & Sons Limited

Жанр: Кинематограф, театр

Серия:

isbn: 9781509529926

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СКАЧАТЬ current vision is ‘connecting everyone, everything, everywhere’. From hotspots to encryption and set-up systems, the Alliance’s Wi-Fi trademarks cover a remarkable range of applications and uses, as well as the many versions of the main networking protocols. The brands are of two main kinds: those for public use – such as the generic ‘Wi-Fi’ name itself – can be used by anyone to describe or refer to Wi-Fi products. These are licence-free, subject to a small number of requirements and prohibitions, including rules about how the word should be capitalized and hyphenated. Then there are the certification marks, exclusively for the use of Alliance members, intended to function as a ‘seal of approval’ for products guaranteeing interoperability, security, and compliance with relevant protocols. These are subject to strict rules and prohibitions. Meanwhile, the Alliance’s branding strategy has continued to evolve, and the reach of the Wi-Fi brand has continued to expand. For many years it was used alongside the IEEE’s 802.11 alphabet soup of different versions, so products using the Wi-Fi name and logo would also specify compatibility with ‘802.11ac’ or other versions. In 2018, the Alliance began a retrospective rebranding, known as ‘generational Wi-Fi’, requiring the different iterations of Wi-Fi to be rebadged as ‘Wi-Fi 4’, ‘Wi-Fi 5’, and so on. The Alliance’s documentation draws an explicit comparison with the effective marketing of ‘generational’ cellular technologies such as 4G and 5G.

      This background underlines the intangible nature of Wi-Fi, but also points to ways in which the Wi-Fi Alliance uses the trademark system to exercise considerable control over the wireless networking ecosystem. While the IEEE’s 802.11 standards are open for licensing, any use of the Wi-Fi name involves an additional layer of control through the Alliance. The Alliance justifies the branding of Wi-Fi on the grounds that it gives consumers confidence and peace of mind regarding the interoperability, safety, and security of networks and devices. It is clearly also a marketing strategy, shaped by a sharp appreciation of the competitive pressures in digital networking.

      Wi-Fi is best approached not as a single technology, but as a large and diverse group of technical innovations which have been brought together under a single banner. These function as agreed protocols – rules for critical functions such as encryption, addressing, error correction, channel spacing, and power outputs. These are assembled for an agreed purpose – local wireless networks – which itself is likely to evolve, and they address a changing array of problems. Novel techniques are included, but one of the reasons for Wi-Fi’s low cost is that it combines many pre-existing innovations, some of them already covered by well-known industry standards. So Wi-Fi makes full use of the tricks used by wired ethernet networks for handling data packets. It uses the internet’s underlying protocols for directing data flows, together with ‘spread spectrum’ and ‘frequency hopping’ techniques for sharing radio frequencies, which are also used in other wireless communication systems, such as Bluetooth for short-range devices, and GPS for satellite navigation.

      In these respects, Wi-Fi is a good example of Brian Arthur’s observations about the piecemeal, combinatorial aspects of technological evolution (Arthur, 2010). The most significant Wi-Fi innovations involve the assembly of many layers of techniques and practices, the documentation and stabilization of the system through standard-setting, and the integration of this bundle of technologies into hardware and software. Standards and marketing play a major role in market formation, creating economies of scale for further innovation. Companies such as Apple are then well positioned to champion new standards.

      The recent history of Wi-Fi is often framed around a progressive narrative about increasing network speeds, where each new version of the technology generates an impressive leap in the claims made about maximum bit rates – claims which rarely translate directly into reality. Although improvements in speed are important, the many iterations of Wi-Fi (and the resulting alphabet soup) are better understood as an accretion of new technical solutions within the overall assemblage, together with evolutionary improvements in the core capabilities.