A future of public access? Wi-Fi + Google = Free ( + Ads )

Last week, Google and EarthLink received San Francisco’s bid to build up and manage the city’s planned municipal Wi-Fi network. As more analysis of the joint proposal came to light as a result, it coincided with Google’s patent application for “ad-supported wireless networking”, making it clear how the All-For-Free Search giant would monetize its newest endeavor.

The patent involves changing the “appearance” of the user’s Internet browser to “reflect the brand associated with the wireless access-point provider” (from CNET; see full patent here).

If anyone still wondered why Google pays several full-time employees to only work on Firefox, here’s the scenario: Download Firefox + the Google Toolbar to get “free” Wi-Fi. Local advertising will only be one slice of the pie to be had: every additional search query that Google can drive its core engine will directly result in more advertising click-throughs – and nothing drives more searches than a specialized Toolbar or even just Firefox’s search box at the right-hand top.

A commentary on eWeek also points out today that the Google/EarthLink proposal will also offer for-pay alternative. Users of the “Premium” plan will receive higher bandwidths (1Mb/s as opposed to 300kb/s) and will not be required to use a modified client browser. They will still however need to login on a specialized portal site, which will “provide opportunities to place advertising content.”

Regardless of Google’s financial incentives, the ad-supported public access is an intriguing alternative to any commercial broadband offering. If it remains free within acceptable norms, it could be a model for other areas, as it has clear net benefits for the communities it serves. Meanwhile, Google will face mounting scrutiny as the term “monopoly” will be used increasingly, especially as it starts bundling more and more of its services, such as a “branded” (i.e. all-Google) browser in this case.