PC Retail

Wireless. For a couple of years now it's been the buzz word for a lot of technologies throughout the channel, from gadgets to internet routers and, with the arrival of the new N draft standard earlier this year, the industry saw the emergence of an abundance of selling opportunities.

But now that the initial frenzy has calmed down, just what is the state of the wireless market? "People are now accepting that the 802.11N Draft 2.0 standard is not going to change for the final version that is due for release in 2009," says VIP product manager for Networking, Mark Lynch.

The stability Lynch talks about is benefiting the entire market, with it driving demand across all products. "We are seeing a trend in the consumer purchasing of wireless accessories for their existing devices and choosing only wireless devices for their new or replacement products," says Interactive Idea's Andy Miles.

"The market of wireless products outside of the network adaptors and routers is growing," adds Lynch. "Things such as wireless IP cameras and wireless printer servers were seen as a complicated and technical install, but with improved installation software they are now very consumer friendly."

But while many are looking at making the leap to wireless, there are certain barriers that have the potential to either deter or cause confusion for users. "Customers are wanting faster, stronger connections but many don't want to reinvest in new 300Mbps N draft routers because of the cost," argues Hawking Europe's Jason Clegg. "Those who are upgrading routers are then realising that they also have to upgrade computers to take full advantage of the increased speed and bandwidth, but again with more cost."

"The demand will be for these wireless devices to have rechargeable power supplies, to be as compact as possible and have performance in whichever way is relevant for the market," suggests Miles. He is, however, acutely aware of the many issues facing both consumers and retailers in the coming months – particularly those of a financial nature. "As is seen with everything in the current climate, price will continue to be a major factor in the decision making process."

It's a point others pick up on too. "The current financial climate means that people are really watching how the pounds are spent, so retailers will have to be able to cater for all pockets," says Clegg, clearly aware of the stress the credit crunch is having on the average customer. "Whilst N class ranges are desirable, the margins remain tight so a good balance is needed between customer expectation, performance and cost."

But what can retailers do to ensure they're not getting left behind by the continuing wireless revolution? "In short, stock Hawking," jokes Clegg. "A lot of customer needs can be met with low-cost high-gain antenna upgrades."

Lynch stresses that there are benefits to the credit crunch; in particular, people's increasing willingness to go outside their traditional comfort zone if it means potentially saving them some money without compromising quality or performance. "Retailers need to embrace brands that are not necessarily known in the retail world. Edimax, for example, is a great brand at great prices and offers better margin opportunities than the traditionally strong networking brands."

Another aspect to this are devices that combine features of a standard wireless device with something that is incredibly popular such as wireless 3G dongles. "One of the most interesting products currently available is the new Billion 7402GXL," comments Randall Pevin, market development director at Target Component.

"It allows the connection of a 3G/HSDPA USB modem giving users access to 3G, UMTS, EDGE, GPRS and GSM internet connections." Touching on upgrades, Pevin said: "Traditionally there have been very few compelling reasons to upgrade a home router, but a lot of our account holders are taking advantage of the rapid rise in 3G internet access and we feel it shouldn't be kept a secret.

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