Technology that has the capability to offer WiFi in charter buses has been available to European customers for a decade, but with the launch of Portland, Ore.-based WiFi In Motion a little over a year ago, charter operators can now offer the service here in the states.

"Its such a new niche," says Rob Taylo, CEO of WiFi In Motion. "Its a niche thats unfulfilled right now." The technology also offers other features, such as real-time, remote viewing of video during crises, such as hostage situations. "Law enforcement would have the ability to tap into the DVR system," says Taylo.

"Right now you pull it off when it comes back to the shop. If youre connected to Internet while mobile, law enforcement can tap in securely; law enforcement can tap in on line and see who is where." GPS can also be used through the technology, as well as e-ticketing.

WiFi In Motion partners with a Swedish company, Icomera, which launched in 1999. WiFi In Motion is the only U.S. company using Icomera technology on buses. Double-decker buses in London are currently using Icomera technology.

The company links the mobile environment to the Internet, such as recreational vehicles, boats, yachts, public transit and charter operations. "We create the highway to allow the traffic," says Taylo.

"Europe is a little bit ahead of the curve in this," says Taylo. One company in the United Kingdom, Stagecoach, uses the technology to track its fleet by GPS. Icomera had one million unique customers use their Wi-Fi portal services 3.72 million times as of Oct. 31, up 272 percent from the same time in 2007.

At this point, the fledgling U.S. market is in the education stages. "The stuff exists and they dont realize its out there," says Taylo.

Upfront capital is one of the main issues in getting the equipment on the road, says Taylo, because companies cant budget for something when they dont even know it exists. "The upfront equipment cost can be a challenge for operators."

WiFi In Motions premium unit is the Moovbox. At about $1,600 a bus, it uses cellular access. It can handle extreme temperatures and allows for GPS use and multiple WiFi users. The product has multiple capabilities, including the ability to e-ticket, offer integration with an onboard security system and automated overhead paging. Multi-unit discounts are available.

Service for the cellular air cards that connect the motorcoach to WiFi will run $60 a month per card. The Moovbox system uses two cards, one of which can simultaneously support 16 laptops on line. The other card is dedicated to the other features. Industry officials have found that typically about 10 people will use the service simultaneously on a given bus, according to Taylo.

A more basic product, the WiFi Lite System, is only for WiFi and is not equipped to handle extreme temperatures. It runs about $900 per bus. It can also handle 16 users.

Installation, typically done by the clients maintenance shop, takes about an hour and a half.

WiFi In Motion also offers an amplifier, for about $300 per bus, that can increase coverage, although Taylo notes that most private charter companies routes are well saturated with cell connection.

WiFi In Motion is in the bidding process for a transit market that wants to equip 200-300 buses. "Their goal is security," says Taylo. "Down the road, they may open it up for WiFi." One U.S. charter operator, Iowa-based Windstar Lines Inc., has the technology on two of its buses.

There are a couple of options in the way of covering costs, Taylo says. One is having a "splash page," which comes up when the user connects his laptop to the system. The splash page can have advertising on it, while the service is free to the user. "In Europe, they are having more success with high-end advertising and having the WiFi for free," says Taylo. Also, an additional charge can be placed on the rental of buses that are equipped with WiFi.

Taylo points out that the ability to offer WiFi on buses is a powerful marketing tool.

In the future, Taylo there will be technology that will allow for faster data speeds and the need for fewer towers to get the same amount of coverage.

Another technology that will soon be available is "spot relevance." Here is how it works: A private charter provider can look at its upcoming routes and reach out to advertisers along that route. For example, in Oregon, charter operators often take groups of people to the Oregon coast. There are many wineries, bed and breakfast facilities, as well as casinos on that route. These establishments could advertise either on the up-front splash page, or on the banner that ties to GPS coordinates, so as the bus passes the casino, a non-intrusive ad streams across the top of the web page.

"The idea of connecting fleets to the Internet requires a leap into the market," says Taylo. "While it is now common in Europe, Wi-Fi enabled transit is not widespread in the U.S. It requires forward-thinking, early-adoption, safety methodology, or a demanding client to drive the idea."