Software developer TapRoot Systems Inc. has made its "always-with-you" WalkingHotSpot Internet connectivity product available for consumers to purchase directly from http://www.walkinghotspot.com.

The product requires a one-time software download to a Wi-Fi-enabled smartphone. This will let users securely retrieve e-mails, search and browse the Internet on Wi-Fi-enabled devices such as laptops and MP3 players, with no additional software or configuration required on the connecting device.

"We have had discussions with 11 tier-one carriers around the world to have them launch it as part of their portfolio," said Bob Bicksler, CEO of TapRoot Systems, Research Triangle Park, NC. "Carriers will be the primary distribution mode, and we've gotten a lot of positive response from carriers.

"We've talked about not just an on-deck WalkingHotSpot product but possibly white-labeling it and having them distribute it," he said. "We realized, though, that we wouldn't launch in '08 if we went exclusively through the carriers, so we've taken it directly to consumers."

Initially launched earlier this year, WalkingHotSpot has been tested for the last five months by thousands of beta-testers on major wireless networks.

"We offered beta test versions to users and we've learned a great deal and it helped us to focus our strategy," Mr. Bicksler said.

WalkingHotSpot is today available for Wi-Fi-enabled smartphones using Symbian S60 and Windows Mobile operating systems, with support for other major operating systems reportedly coming soon.

"New handset models are coming out all the time, and the majority of new smartphones are WiFi-enabled, the market share is growing substantially," Mr. Bicksler said. "We're looking at a couple of the other smartphone operating systems and we have other versions of WalkingHotSpot under development."

Wireless subscribers do not require data cards, cables or multiple service plans to get connected to WalkingHotSpot because they can consolidate their connectivity subscriptions and expenses into one package.

At http://www.walkinghotspot.com, subscribers are offered a free seven-day trial and can then purchase a monthly subscription for $6.99 or a special introductory yearly subscription for $24.99.
TapRoot Systems will soon start offering WalkingHotSpot in other Web stores such as Handango.

"We want to launch WalkingHotSpot in as many channels as possible," Mr. Bicksler said. "CTIA a great time to get this launched."

TapRoot Systems will run online and print advertising, and is exploring the possibility of mobile advertising.

"Our focus is getting product out to end users, but with our authentication server we have access to smartphones and can send flash screens with mobile advertising to connected devices," Mr. Bicksler said. "We have the mobile real estate to monetize the mobile channel with advertising, but first and foremost we need to get the app out to as many consumers as possible."

TapRootSystems says that its primary target demographic is "prosumers," traveling professionals looking to stay connected throughout their trips.

The company expects its target to expand to younger consumers.

"College students are fertile ground for WalkingHotSpot, and further down the stack soccer moms who are quite busy in picking up kids from school and taking them to sports practice," Mr. Bicksler said. "Kids can continue to do their homework while on the go.

"WalkingHotSpot is a simple-to-use, cost-effective opportunity to always be connected to the Internet," he said. "There is a tremendous demand for this product."