Charles - glad to hear that John is speaking at WiNOG! Your attendees
should find his presentation VERY interested.

We partnered with Adzilla recently.  With our growth in the Citywide
Wi-Fi market and all the "FREE" offerings out there, I did a lot of
research on advertising models to help Network Operators make money.  In
the end, Adzilla really was far ahead of the curve.  

Imagine this concept...the more my network is used, the more money I
make. Hmmm...INCONCEIVABLE!!!

The thing that Network Operators can't seem to grasp is, "What do you
mean I stick this appliance at my POP and you start sending me checks?"

The answer is YES.  But since Network Operators are so foreign to the
concept of advertising it generally requires a long explanation and a
PowerPoint (it's OK - I needed that too.) <grin>

The advertising can be tweaked to the point that the ads are virtually
unnoticeable to your clients.  Adzilla has developed a proprietary way
to deliver more relevant, localized ads in partnership with ad servers
and web publishers.

For a Network Operator, you have some incredible new tools as part of
the package.  You have a GUI interface where you can insert messaging
DIRECT TO THE DESKTOP.  This means, "Dear Customer, your payment is 7
days past due, your account will be shut off if you do not pay within x

It can also be used for marketing direct to the desktop!  Imagine that -
a message for your VOIP service to raise ARPUs, or other new service

It's really quite revolutionary.  I'll be glad to explain more to anyone
who's interested.


Eric DaVersa
Vice-President, Business Development
OFFICE: 858.764.1998
CELL: 858.245.6702
FAX: 858.764.1982

-----Original Message-----
Behalf Of Peter R.
Sent: Tuesday, March 07, 2006 5:52 AM
To: WISPA General List
Subject: Re: [WISPA] Adzilla & Revenue Streams

I worked with Martin at Adzilla on a Conference Call to introduce him to

some prospective ISPs.
Adzilla is a possible revenue stream for ISPs through ad replacement. 
(Instead of them seeing the ILEC ad, they can see you ad). It is 
definitely worth a listen to.

For larger ISPs (25k subs or higher), there is another revenue 
generation stream: Bare Fruit. 
When your users get a HTTP error (like 404 or 500) from a search, the 
Bare Fruit server will offer up a page of links along with the message 
that "the page you click on was unavailable, perhaps these links would 
be suitable".
The links come from a search of the clicked link and each click through 
pays the ISP. (This can amount to huge revenue).

These are some of the ways for an ISP to gain revenue from its existing 
network of eyeballs. (In both cases, no upfront costs for the ISP



Charles Wu wrote:

>Here's an interesting concept (so interesting, in fact, that we made a
>session about it at our next show)
>All wireless network operators today carry Internet advertising over
>networks.  All that network traffic equates to more than $14 billion
>per year and is growing at double-digit rates every year.  Yet, even
>the network operator is responsible for connecting the "eyeball to the
>they are left conspicuously on the sidelines when the advertising
>checks are being handed out.
>John Wigboldus from Adzilla New Media will discuss how the wireless
>operator needs to think and act like a cable television company to
>earning revenue from advertisements that are being shown to their
>More details at:
>Now sure exactly what they're about -- but IMO, it's an interesting
>(and I'm gonna try to make that session =)
>Btw, for those of you that can't make it -- don't fret, we DO post
>powerpoints after the show available for public download (but of course
>NEVER as good as actually being there =)
>WiNOG Austin, TX
>March 13-15, 2006
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