MAKATI, Philippines – The broadband Internet business in the Philippines continues to heat up, but WiFi (wireless fidelity) remains to be a huge business potential for a US-based company, who sees the usefulness of WiFi in areas that have no Internet connection yet. In fact, WiFi can encourage development of new types of services that cannot be yet be delivered by 3G or WiMAX (worldwide interoperability for microwave access).

Ruckus, which provides wireless connectivity equipment, is entering the Philippines and is targeting Internet service providers that offer blanket Internet connection to remote areas that are not fully served by existing telecommunication firms.

Unlike ordinary WiFi access points, Ruckus' equipment are used mostly for wide area Internet connectivity especially for high rise residential, businesses, industrial and large-scale commercial spaces.

One of its latest products is a wireless backhaul antenna called ZoneFlex 7731, which transmits data over a higher frequency, 802.11N that sends up to 120 megabits per second data over 1 kilometer.

In comparison, most current generation WiFi access points use 802.11 a/b/g, which transmit data between 15 and 25 Mbps within only less than five square feet.

Ruckus Vice President for Business Development Bart Burstein said many notebook computers are even desktops are using WiFi to connect to a local area network or to the Internet, making WiFi a readily available technology that can be deployed easily and with an immediate user base.

A WiFi “farm” is also cheaper to put up as these do not require hardware upgrades that are normally done on cellular transmission towers for 3G or WiMAX services.

“It is also a cost-effective platform for Internet deployment because a service provider can add additional antennas as the need arises,” Burstein said.

He said WiMAX and 3G are still in their growing stages and that available user base is still low. Most if not all notebook computers that are being sold are WiFi ready and a many mobile phone models are also including WiFi functionalities.

Burstein cited a report by Gartner that more than half of the growth of consumer broadband connections worldwide in the next two years would come from emerging markets in Asia, Latin America, Middle East, and Easter Europe.

“There's still a lot of areas in the Philippines where WiFi can be deployed on a wider scale and will not require a lot of investments. By addressing connectivity concerns in these areas, service providers can create demand for more innovative services in the future,” Burstein said