1. Wireless Freedom Movement
WiFi.ee
By Kris Haamer

2. Mission
• WiFi.ee – For the advancement of
wireless technologies in Estonia
• In 5 years revolutionized the way wireless
Internet is consumed in the country
• Estonia today enjoys the most widespread
network of open hotspots in the world

3. Values
• Internet has to service the interests of the
society as a whole
• Internet is like water or electricity
• If the society cannot support the rise of
the Internet, the citizens will

4. Communications Model
Internal: External:
• Community • Users
• Governments • National media
• ISPs • International media
• Clear communication with each group
increases benefits for all

5. Public Free Hotspots
• 2001 – 1 • 2005 – 430
• 2002 – 5 • 2006 – 700
• 2003 – 30 • 2007 – 1150
• 2004 – 210
• The number of hotspots has multiplied
within every year

6. Influence
Certification & Audit
• Technologies • Hotspots
• Security • Products
• Certification guarantees quality of service,
security and usability

7. National Media
• Close relations with news media
• All media relations conducted by the same
WiFi.ee representative
• Media is a tool for building Internet
adoption in the society

8. International Media
• California
• Western Europe
• BBC, CBS, Reuters, and others
• WiFi.ee helps to present innovation as the
image of Estonia

9. Corporate Identity
• News coverage
• Community
• Branding
• WiFi.ee uses clear and uncomplicated
branding across the range

10. Wireless Outlet

11. Public Transport

12. Web Community

13. Strenghts
• Wireless is everywhere
• Strong international relations
• Clarity of focus & communication
• WiFi.ee has been successful in presenting
a clear image of the benefits of wireless

14. Ideas for Improvement
• Issues & crisis management should be
better organized
• Unused opportunities for international
growth
• WiFi.ee needs to extend the utilization of
PR tools to reach a wider audience

15. Thank You!