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Study finds growing recognition of Wi-Fi Certified products

Posted: 11 Sep 2008 ?? ?Print Version ?Bookmark and Share

Keywords:Wi-Fi? broadband Internet? Wi-Fi Certified product?

A study by the Wi-Fi Alliance found increased number of consumers in the United States, the United Kingdom, and Japan that view Wi-Fi Certified brand as a mark of interoperability and security, and are willing to pay more for devices that have it.

The study, conducted by Millward Brown in August, surveyed more than 900 broadband Internet across the said countries. Respondents were from a nationally balanced and demographically representative sample of adult consumers with awareness of wireless technology.

"Now more than ever, consumers recognize the importance of the Wi-Fi Certified branda seal of approval that inspires confidence in the devices that they purchase," said Edgar Figueroa, executive director for the Wi-Fi Alliance. "Wi-Fi is a technology that people know, love and trust, and we are delighted to see its brand awareness continue to grow worldwide."

Consumers in the United States and United Kingdom reported the most widespread brand awareness, with about 75 percent of respondents in each country indicating recognition of the Wi-Fi Certified logo. Sixty-one percent of total respondents associated the Wi-Fi Certified designation with interoperability, while 60 percent associated it with the latest security protections.

The Wi-Fi Certified program continues to enjoy acceptance as Wi-Fi technology continues to evolve beyond data to support multimedia and voice connectivity. The report indicates that consumers are likely to seek other Wi-Fi Certified electronic devices including printers and digital cameras when they shop for those products. Additional results from the brand awareness survey:

? Seventy percent of Japanese respondents who are aware of Wi-Fi Certified said they are willing to pay more for a product that carries the logo
? Seventy eight percent of U.K. respondents said they are willing to pay extra for Wi-Fi Certified products
? In China, 71 percent of respondents who said they are aware of Wi-Fi Certified understand that this seal of approval means products have been tested for security
? Forty-one percent of U.S. respondents said they would be likely to switch mobile phone carriers to one which supports cellular/Wi-Fi handsets

"The success of the Wi-Fi Certified program gives consumers confidence when they purchase Wi-Fi products and has been instrumental to the worldwide success of Wi-Fi technology," said Kurt Scherf, VP and principal analyst with Parks Associates. "The Wi-Fi Alliance has done an excellent job of paving that path in the networking space."

Developed in March 2000, the highly successful certification program was established to help ensure a positive consumer experience with Wi-Fi products. To date, more than 4,800 products have been Wi-Fi Certified. Next-generation Wi-Fi products based upon 802.11n draft 2.0 continue to experience very strong sales growth and global acceptance, with more than 395 products receiving the seal of approval since the program's launch 14 months ago.

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