As a professional who focuses on Wi-Fi communication I am asked from time to time what does Wi-Fi mean?
The conversation usually goes something like this: What does Wi-Fi stand for? Is Wi-Fi an acronym? Is the correct spelling WiFi or Wi-Fi?”
When I respond that it is a marketing term that has no technical definition, I get the stare, usually followed by, “really?”
I think the biggest misunderstanding is that many people think Wi-Fi means “Wireless Fidelity”. This is almost always the response I get when I ask, “what do you think it means?”
Another point of interest is the proper term is Wi-Fi with the hyphen. While many of us, I have been guilty of this myself, use the term WiFi, that is not the registered trademark. Wi-Fi is a registered trademark of the Wi-Fi Alliance.
The Wi-Fi Alliance
Below is an excerpt from Phil Belanger, a founding member of the Wi-Fi Alliance who presided over the selection of the name “Wi-Fi”:
“Wi-Fi doesn’t stand for anything. It is not an acronym. There is no meaning.”
Wi-Fi and the ying yang style logo were invented by Interbrand. We (the founding members of the Wireless Ethernet Compatibility Alliance, now called the Wi-Fi Alliance) hired Interbrand to come up with the name and logo that we could use for our interoperability seal and marketing efforts. We needed something that was a little catchier than “IEEE 802.11b Direct Sequence”.
Interbrand created “Prozac”, “Compaq” “oneworld”, “Imation” and many other brand names that you have heard of. They even created the company name “Vivato”.
The only reason that you hear anything about “Wireless Fidelity” is some of my colleagues in the group were afraid. They didn’t understand branding or marketing. They could not imagine using the name “Wi-Fi” without having some sort of literal explanation. So we compromised and agreed to include the tag line “The Standard for Wireless Fidelity” along with the name.
This was a mistake and only served to confuse people and dilute the brand. For the first year or so (circa 2000), this would appear in all of our communications. I still have a hat and a couple of golf shirts with the tag line. Later, when Wi-Fi was becoming more successful and we got some marketing and business people from larger companies on the board, the alliance dropped the tag-line.
This tag line was invented after the fact. After we chose the name Wi-Fi from a list of 10 names that Interbrand proposed. The tag line was invented by the initial six member board and it does not mean anything either. If you decompose the tag line, it falls apart very quickly. “The Standard”? The Alliance has always been very careful to stay out of inventing standards. The standard of interest is IEEE 802.11.
The Wi-Fi Alliance focuses on interoperability certification and branding. It does not invent standards. It does not compete with IEEE. It complements their efforts. So Wi-Fi could never be a standard. And “Wireless Fidelity” – what does that mean? Nothing. It was a clumsy attempt to come up with two words that matched Wi and Fi. That’s it.
So we were smart to hire Interbrand to come up with the name and logo. We were dumb to confuse and water down their efforts by adding the meaningless tag line. Please help reinforce the good work that we did and forget the tag line.
If your company is interested in network services including Wireless Network Design and Deployment (Wi-Fi) and Network Security Systems, contact The Marron Group at 630.881.1882 or by email on our contact page. The Marron Group is a leading Chicago area network services company located in Naperville, Illinois.