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Entrepreneurs of the Year

Just like Bill Hewlett and David Packard, Janie and Victor Tsao had a garage. “Everybody starts with a garage,” Janie says. Hewlett and Packard’s was a tinker’s shed, a rustic hut that to this day whispers of science-fair projects and woodshop dreams. It’s the epicenter of technology’s sepia-tinged creation myth, the kind of place where you find a stone and brass monument naming it the “Birthplace of Silicon Valley.” The Tsaos’ garage, on the other hand, sits on a cul-de-sac in the Woodbridge section of Irvine, Calif.–the preplanned heart of Orange County–and dominates a khaki-colored house that faces a park dotted with bolted-down picnic tables. Framed by brick columns and a basketball-hoop crown, the garage speaks of SUVs, recycling bins, and home repair. It is an unexceptional place: mass market, suburban, retail. It is in this garage that, in 1988, Victor and Janie founded the company that would become Linksys, the computer peripheral company whose seven-year run on the Inc. 500 list culminated last spring with its purchase by Cisco Systems for $500 million. And if the Hewlett-Packard garage symbolizes the quintessence of an inventor’s jolting inspiration, the Tsaos’ garage signifies the other side of entrepreneurship, an immigrant story of hard work and calculated risks. THE ENTREPRENEURIAL CLOCK Two decades after emigrating from Taiwan, Janie and Victor Tsao have created, in Victor’s words, a high-tech version of a “mom-and-pop Chinese restaurant,” dividing the work in half and watching costs with the tight fist of someone who turns out the light on leaving a room. They are both tall and straightforward and they are steeped in the minutiae of their company, even now with 300 employees. They are frugal but not cheap (until recently they drove a 12-year-old car, but it was a Mercedes) and they are willing to let their company permeate their life to an incredible degree. “We never set up any systems or boundaries, like not talking about work at dinner,” says Victor. Most important, they work hard and fast. They don’t fancy themselves as inventors; they are popularizers of technology, which means any advantage they have in a price-slashing, commodity market that includes brutal competitors like NetGear and D-Link comes from making the right intuitive leaps, getting out new products a few weeks faster, keeping costs down, and negotiating tough. Like not a few business owners before them, the Tsaos heard the entrepreneurial clock ticking: They were determined to be independent before they reached the age of 40. Victor was 37 and Janie was 35 when they decided to put to use their familiarity with Taiwan (where they’d met at Tamkang University). They were both working in information technology–Janie at Carter Hawley Hale and Victor at Taco Bell–and with Victor a step higher on the corporate ladder they decided that he would continue to punch the clock while Janie launched the business, a consultancy they named DEW International. The new company mated American technology vendors like Northgate Computer with Taiwanese manufacturers that could make their wares cheaply. Soon, one of those manufacturers brought them an idea. At the time, the cables used to connect printers and PCs could extend only 15 feet before the data began to degrade. To solve this, the manufacturer invented a setup that used telephone wire to extend the reach to 100 feet. This company needed someone to market the thing in the U.S. “With companies like that,” says Victor, “actual English was not their strength.” The manufacturer came up with products that connected multiple PCs to multiple printers, and the Tsaos renamed their company Linksys. Victor quit his job in 1991, and within two years Linksys had moved twice, eventually to a 2,000-square-foot office, and each month was selling 8,000 Multishares, as those units were called, through tech catalogs like Black Box. In these early years, the Tsaos invested $7,000 in Linksys, the only capital the company required until it tapped a bank loan for the one and only time, in 2001. (They paid that loan off in less than six months.) Linksys slowly expanded from printer-to-PC connectors to PC-to-PC Ethernet hubs, cards, and cords, gear that let small businesses and nerdy households connect computers so that they could share data. It was a niche market, and with 1994 revenue of $6.5 million the company was far from a behemoth. But slow growth was the only way the Tsaos could expand without taking on debt or investors. While Victor managed operations and finances as CEO, Janie handled sales in her job as vice president of business development. As Mike Wagner, the company’s director of marketing, puts it, “Janie brings the money in, Victor keeps everyone from spending it.” Frugality and a focus on the future were obvious in the Tsaos early on. While taking M.B.A. classes at Pepperdine in the mid-’80s, Victor met Bob Klein, who recalls Victor telling him that someday he would move to Newport Coast, far tonier than Irvine. The Tsaos made that dream a reality in 1997. Klein and Victor’s first business lunch occurred at the Japanese fast-food chain Yoshinoya–and they meet at comparable places to this day (though, Klein says, Victor has taken to picking up the check). Indeed, on the night the Cisco purchase was announced, there was no celebration. Instead, Victor ate a $5 dinner box at his desk. “It wasn’t good at all,” he admits. With the birth of Linksys, Victor took to working 100 hours a week, with occasional naps on the office floor. He involved himself in every part of the business, dealing with U.S. operations during the day and Taiwanese manufacturers at night, and his employees still know him for his 3 a.m. e-mails. He drew no salary until the mid-’90s–he refers to the preceding years as the “Linksys Peace Corp” era–while the couple and their two boys got by on Janie’s salary of $2,000 a month. Linksys operated with comparable leanness. Calvin Liu, a designer who Victor calls “Mr. Linksys Look and Feel,” first worked for the company as a freelancer in 1991. As it still does, Linksys produced its own graphics. Liu would photograph the products, scan the photos, send them to the printer, and later glue the labels to the product boxes. Linksys caught a crucial break in 1995. Until that point, tying computers together with Linksys gear required installing software. But when Microsoft moved from Windows 3.1 to Windows 95, it built in networking functions. Suddenly it was simple for small offices and homes to operate networks. Instantly Linksys’ potential market expanded. Janie attacked sales with tenacity. She went to the opening of a Fry’s Electronics store and watched in fascination as customers with full shopping carts queued up a dozen deep at the cashiers. “That really opened my eyes to the potential of retail,” she says. By 1995, Linksys was in Fry’s and revenue almost doubled, to $10.7 million. Still, if catalogs like Black Box and regional chains like Fry’s were good, national retailers were better. They promised the big score. The problem was that they were nearly impossible for a tiny company to crack. Janie wanted to get Linksys into Best Buy, but she called for months to no avail. Then, in April 1996, she attended RetailVision, a trade show intended to introduce manufacturers to retail buyers. Janie set her sights on Best Buy, and when she wasn’t able to make contact with Best Buy’s buyer–Wayne Inouye, now CEO of eMachines–at the scheduled sessions, she and a sales associate tracked him right to his hotel room door. They presented to Inouye right in his room and, amazingly, he ordered just under $2 million of gear. Janie kept cool until she made her way from Best Buy’s offices to her rented car. Then, in a move that is difficult to imagine for this sensible, focused woman, she started to scream. NO SECRETS, NO GENIUS Revenue doubled to $21.5 million in 1996, then leapt to $32.1 million in 1997 and $65.6 million in 1998. Linksys moved its headquarters to a 20,000-square-foot office. But success did not lead to extravagance. To this day, Victor and Janie file vacation forms like anyone else and all new employees–even executives–must endure a 90-day waiting period for benefits. No one is allowed to work from home, with the exception of a small mobile sales force. “Victor and Janie are willing to let good talent walk away if they’re not the right fit,” says the company’s human resources head, Niki Lee. “We could get the best VP of marketing out there and if Victor and Janie realize that he’s not hands-on, he wants an admin [administrative assistant], and he only wants to give orders and not be in the trenches, then they just won’t deal with it.” Not surprisingly, this lean, fast, hard-working environment, coupled with a pay scale that in Lee’s words is not “top dollar,” leads to a young work force (average age: 27) and high annual revenue per employee (about $1.8 million per full-time employee, compared with about $560,000 for Cisco). More surprising is that annual turnover is only 5%, compared with an industry average of 9%, according to Mercer Human Resources Consulting. Glen McLaughlin, vice president of North American sales for Linksys, attributes this to a culture in which employees are allowed to run their own projects. “We’ll give you enough rope to either hang yourself or be successful,” he says. McLaughlin tells of Victor and Janie letting him switch from 15 regional to three national product distributors in 1996 even though they doubted his rationale. Other than e-mails from Victor demanding updates, they did not meddle. Luckily for McLaughlin, it worked. “Victor and Janie really like to see people execute,” says Mike Wagner. “They’re not afraid to weed people out.” As home broadband Internet use began to bloom in the late ’90s, at costs significantly higher than those for dial-up connections, Victor realized that people were going to want to hook all their small-office or home computers to one line. To do so they would need a router, a high-tech cord splitter allowing multiple computers to hook into one modem. These already existed–Cisco was making its living off them–but at $500 and up they were too expensive and complicated for a non-techie home. So Victor ordered up the product that proved to be the turning point for Linksys: a $199 four-port router that employed an easy browserlike program to lead people through installation. After introducing the product at a trade show in late 1999–the first sub-$300 consumer router to market by three months–Linksys exploded. The company’s share of the networking market leapt from 10.8% in 1999 to 18.6% the following year, according to NPD TechWorld, an organization that tracks trends and consumer sales in the industry, and revenue went from $107.6 million to $206.5 million. “They invented consumer home networking,” says Steve Baker, an NPD analyst. The introduction of the four-port broadband router was in perfect tune with Linksys’ personality. The decision to go with it was based on intuition and listening to manufacturers, not drawn-out market studies. Liu handled the product design in-house, the price was cheap, and the technology was off-the-shelf. It was not a futurist’s invention but an obvious technology made easy. “Everyone knew in the late ’90s of the broadband explosion,” Victor says. “It wasn’t really a secret.” “I won’t say Victor has a vision for 10 years,” says Liu. “But I think he has a vision for two, which gives you a good chance to be successful if you do the right things.” With the industry’s eyes on them, Janie and Victor had to keep running. Janie continued to sign up catalogs, distributors, and retailers (the list now runs from Amazon.com to Radio Shack). Victor kept introducing products around the four-port broadband router–products such as cards that allowed laptops to connect to routers–while he looked for the next big thing. He found it in wireless networking. The only thing better than letting people connect all their computers to one modem was to let them connect without a cord. In January 2001, several months after a wireless transmission standard called 802.11b (or, less clumsily, Wi-Fi) was finalized, Linksys launched a system of wireless routers and computer cards. Though Linksys wasn’t first out of the gate this time, the brand was embedded in consumers’ minds, and in 2001 Linksys revenue and market share jumped to $346.7 million and 34.2%, respectively. Again the Tsaos had capitalized on a known technology by introducing inexpensive products before most of their competitors. In that way, Victor makes his moves in the open, much as he plays basketball, his only hobby. According to Roger Bundy, his Taco Bell boss, Victor telegraphs his basketball shots with his eyes. “Shorter people could block him because he’d announce to the world that he was going to shoot,” Bundy says. The difference here is that Linksys gets off the shot before its competitors get off the ground. Liu describes an instance last February when a Taiwanese manufacturer was in town. Victor asked him to come to a meeting at 10:30 on a Saturday night. The two men talked about a new design for a small-business product. The basics were decided that night–square instead of rectangular, gray and silver instead of blue and black–and by Monday the design was finalized. That’s not unusual. Malachy Moynihan, the company’s vice president for engineering, says Linksys and its Taiwanese partners were recently able to move a product from idea to production in three weeks. Sometimes Linksys even jumps ahead of itself. In fall 2002, while an industry board was finalizing a faster wireless standard called 802.11g, the Tsaos decided that they wanted to have 802.11g products in stores for Christmas, final standards be damned. After a September meeting with chipmaker Broadcom convinced them that users could easily upgrade the 802.11g chips with free software if the final standard changed, they plowed ahead. On December 24, Linksys launched its 802.11g products, beating its competitors by three months. It sold 300,000 units in the first two months. Again: no secrets, no particular genius. The company was fast, frugal, and right, as it had been before. Victor seems almost proud that his success is not built on something more spectacular. “There’s not a lot of difference,” he says. “We all went to business school or read books or listened to lectures. We all know we need to work hard, make sure capital is coming in, all these things. Execution is the key.” Linksys now owns 49% of the networking market, and Glen McLaughlin says it is aiming for 70% by 2005. Because the brand is so well known, Linksys products fetch a $20 or $30 premium over competitors’ wares. “Their dominance is unbelievable,” says CompUSA buyer Doug Lane. Linksys hit revenue of $430.4 million in 2002, and Ehud Gelblum, a JP Morgan analyst, estimates the company will pull in $538 million for the fiscal year ending this June. But the Tsaos have never stopped sweating the small stuff. Victor still occasionally answers customer-support calls and Dan Sherman, the Cisco senior vice president who led Cisco’s investigation of Linksys, was shocked when he brought up complaints he’d read on an Amazon.com message board and Victor not only knew the exact problems but had read the same board and responded to several of the posters. For her part, Janie continues to supply a straightforward approach to negotiating with retailers. CompUSA’s Lane describes her sales force as “definitely not shy,” and Todd Magnuson, a buyer at Best Buy, says, “The first time I met Janie, it was a short greeting and right into business. Very focused and very adamant on protecting their market share.” She isn’t all steel, though. “Janie impressed me because every year she would call at Christmastime and leave a holiday message,” says John Herr, a former Buy.com buyer who had received plenty of holiday cards before but never a phone call from a company founder. “It was a nice personal touch.” STILL DRIVEN Riding an essentially unbroken string of successes, the Tsaos weren’t particularly eager to sell their company. But it was–of course–a practical matter. More than 90% of Linksys’ revenue came from the U.S. and Canada, and the company didn’t have the cash or the infrastructure to expand overseas. More important, Dell, HP, and Microsoft are all aiming for the market, and Victor felt certain that eventually somebody would try to crowd Linksys out. Victor met with bankers from CSFB to examine raising money with a public offering. CSFB instead suggested a sale, and Victor agreed to consider it. The attraction for Cisco Systems was obvious: With a huge share of big-business networking but no small-business and home-office products, Cisco was hungry for a retail company. Cisco contacted the Tsaos in fall 2002, and by March 2003 a deal had been announced. Cisco would pay $500 million in stock for the company, which, except for a small employee stock option plan, was owned by Janie, Victor, and their two sons. As part of the deal, the Tsaos agreed to stay on for two years and Cisco agreed to let the company remain a standalone unit, something it had never done in its 80 other acquisitions. “Going forward, their biggest risk is that they stop being Linksys and become Cisco,” says NPD’s Baker. Victor says he wants to quit if that happens, but so far little seems different. Except for six Cisco transplants, the executives are the same, and the decision-making speed remains that of a small company. Mike Wagner describes going to the company’s new vice president general manager, a Cisco exec named Tushar Kothari, with plans for a $600,000 German ad campaign. “Within four days he had made the decision,” Wagner says. “Maybe it’s not one hour, but it’s not six weeks. He’s definitely got the spirit.” Linksys has started to sell an 18-product collection of wireless networking devices, including a wireless router and a wireless adapter that lets people link televisions and stereos to a network so MP3 songs can be streamed from computer to stereo and chosen on TV. And Cisco has launched Linksys offices in China, India, Australia, Hungary, and Italy, and has made it possible, for the first time, for Linksys to advertise on national cable and broadcast television. As for Janie and Victor, they’re traveling more to open new markets and Victor is saying he plans to retire in five years and maybe teach, a claim no one believes. “If there’s a contest for the most boring couple in Orange County,” says Janie, “I think Victor and I would win.” Victor is now 52, Janie 50, and the company has been their life for 15 years. Victor says he has no significant regrets, except in one area: his children. His sons are now in college. Sometimes Victor managed to play basketball with his boys, but too often, quality time together took the form of the kids coming to the warehouse on Saturdays to help ship products. That’s what 100-hour weeks will do. “From age 13 to 15, they just shot up, taller and taller,” says Victor. “Whoa, what happened?” But the family tries. Victor started to delegate more two years ago, and he’s down to about 70 hours a week. Last February he even found time to hook up a home network at his own house. The Tsaos have even taken a vacation. Last May the family took a car tour of the Grand Canyon. “For four days,” Victor says. “The four of us just drove.” Linksys’ Irvine headquarters is a modest, two-story structure in a pedestrian-unfriendly office park where people walk in the street because there is a dearth of sidewalks. Desk-high scuffmarks circle the walls where temporary tables were erected at a time when workers had to cram two to a cubicle, before Linksys opened its new warehouse and call center in 2001. An ad hoc photography studio overlooks the old warehouse space, where overflow customer service reps were once housed in temporary heated tents. In the back, Janie sits in a windowless office unadorned save for four art prints and neat piles of manila folders. In the front, a temporary divider splits the office that Victor shares with Kothari. Wearing a monogrammed white button-down, Victor looks surprisingly lively–considering that less than 24 hours before, he and Janie had returned from a four-day trip to Taiwan. The trek had started after a sleepless night (he’d worked through until morning, with only a 20-minute break to pack) and came four days after he’d returned from another 10-day Asian excursion. Victor’s dark office is as unadorned as Janie’s, except for a burst packing box on the floor and an AARP cord taped to his monitor in a mocking gesture at age. Soon Cisco will move the headquarters to something grander. That suburban garage may become legendary yet. Sidebar: Be Patient For the Tsos, growth is central, rewards are for later. 1988 Revenue: $500,000 Employees: 3 Janie and Victor Tsao form DEW International, later to become Linksys, in their garage. The company popularizes technology like this Multishare print server. 1991 Revenue: $1.5 million Employees: 4 Victor quits his IT job at Taco Bell and begins working 100-hour weeks. Linksys outgrows the Tsaos’ garage and moves to a real office. 1992 Revenue: $2.2 million Employees: 8 Linksys grows enough in one year to need an office upgrade and moves to a new 2,000-square-foot location. 1994 Revenue: $6.5 million Employees: 55 Victor starts to take a salary from Linksys. He is not the highest- paid employee and will never get a raise. 1997 Revenue: $32.1 million Employees: 60 Linksys debuts on the Inc. 500 list at No. 304. The Tsao family moves to a new home in Newport Coast, Calif. 2000 Revenue: $206 million Employees: 180 Having signed up distributors from Amazon to Radio Shack, Janie moves from a clear plastic cubicle to a windowless office. 2002 Revenue: $430 million Employees: 305 Linksys gets out ahead on the new Wi-Fi standard (and celebrates at a holiday party). Victor cuts back to 70 hours a week. 2003 Projected revenue: $538 million Employees: 305 Cisco Systems acquires Linksys for $500 million in stock. The Tsaos take a rare family vacation: four days in a car. Ian Mount is a New York City-based writer. His story about the bar chain Coyote Ugly appeared in the November 2003 issue.

What’s Next: Internet Phone Service is Here

The only thing I have in common with Howard Stern (other than the fact that we are both mammals) is that we both use Internet telephone service from a company called Vonage. The Vonage service allows Howard and me to make, for $39.99 per month, unlimited phone calls anywhere in the U.S. and Canada and darned cheap phone calls to anywhere else in the world. It uses real phones and real phone numbers and is just like the service you’re used to, except that calls are routed over the Internet rather than over a telephone company’s network. Vonage is aimed at people with broadband Internet connections (primarily DSL or a cable modem) and uses a technology called voice over Internet protocol (VoIP). And it could kill your phone company. Here is what I get for my $39.99. I get a little box from Cisco Systems that plugs into the Ethernet switch on my home network, and into that I plug a telephone. I use Vonage as line three on my four-line Panasonic wireless phone system, so line three (the free one) is available on all six extension phones. If that sounds like a typical small-business setup, then you must have visited my house. The Vonage line replaces my old office phone line, saving me more on my SBC bill than I pay Vonage and making the service effectively free. (Lines one and two are for regular phone lines–a hedge.) I have a local phone number in my 707 area code, but I could have chosen a local phone number in a number of other area codes, including the oh-so-desirable 212 (just in case I wanted to pretend to have a New York office). And for editors calling that 212 number from their Midtown cubicles, it would be a local call. If I decide I want to change my area code I can get a new number in a new city for a small one-time fee. If I want a local phone number for the same phone in another area code in addition to my own, that’s an extra $4.99 per month per number. I can live without those things, but I do have, for $4.99 a month, a toll-free number. I also pay $9.99 per month to activate the second Ethernet port on the Cisco box for a fax line. That line goes not only to my fax machine but also to the Panasonic phone system, so lines three and four are VoIP. For about $55 per month, then, I have a phone line with unlimited local and long-distance calls, a fax line with 250 free minutes per month, which is a lot of faxing, and a toll-free number on which my stingy relatives can call me. And all this, of course, includes voice mail, caller ID, call waiting, call forwarding, etc. I can even get my voice-mail messages as audio files attached to e-mails sent to me anywhere in the world. But wait, there’s more! I can unplug my Cisco box in California and take it to the little house we have in Charleston, S.C., where every year I try to perfect my heat rash. I plug it into the Charleston DSL line and my business line and fax line ring there instead of in California. I could do the same thing on a trip to Japan, too, and soon even that won’t be necessary, because I’ll be able to replace the Cisco box with software on my notebook computer–so my office line will ring at my hotel in Tokyo. I can use a computer headset to take the call or, even better, by next year I’ll be able to plug a special phone into the USB port on my notebook. I completely bypass the hotel phone system. Not only am I saving on hotel charges, but my virtual phone doesn’t know it’s in Japan at all, so all my calls back to the U.S. are free. Vonage founder Jeffrey Citron also started the computerized stock-trading system Island ECN–and sold it for half a billion dollars. If your business is bigger than mine is, an affiliate of Vonage called Vontek can route the Internet phone right into your phone switch. It can even set up a virtual PBX so people working at home can all have extensions on the office phone systems no matter where they are in the world as long as they have broadband Internet service. I might never get out of bed. VoIP phone service has been around for years, but until recently the voice quality just wasn’t very good. Now, because computing power is cheaper and Internet connections are faster, it is hard to tell a VoIP phone from a regular phone–until you get the bill. One technical feature that is driving VoIP phone service is use of the session initiation protocol, or SIP. SIP comes from the world of instant messaging, where it is used to connect your teenage daughter to all of her online friends when she is supposed to be doing homework. What SIP does for VoIP is create peer-to-peer telephone connections anywhere in the world. In other words, the phones talk to each other without the need for any kind of phone switch in the middle. It is a phone system without a phone company, and the implications of that change are profound (as we’ll see). Vonage is not the only VoIP game in town, just the most visible right now. Founded by Jeffrey Citron, who started the computerized stock trading system Island ECN, then sold it to Instinet for $503 million, Vonage is spending more money and getting more exposure than its competitors. But those competitors are worth considering, too. At www.iconnecthere.com, for example, you can get a local number for your VoIP phone for only $9.95 per month. Another service, called Free World Dialup, costs nothing–but offers a lot less. The strongest competitor for Vonage on a feature-for-feature basis is Packet8 from 8X8, a California company that makes most of its money in the videoconferencing business. Packet8 does pretty much what Vonage does, but Packet8 just dropped its price for unlimited domestic calling to $19.95 per month. Can you say “price war”? Of course, this is an emerging nightmare for local and long-distance phone companies. Some of them are responding with their own unlimited calling plans, but they aren’t quite so full-featured as Vonage’s or Packet8′s. You can’t take your phone with you, for example. There is no risk of everyone swooping out and buying VoIP phones and eliminating the plain old telephone service (POTS) overnight. However, in the next five years there is going to be some serious worry at the traditional phone companies about how they will make money. All the investment in the late ’90s in Internet backbone construction (much of it by companies now in bankruptcy) is starting to look as if it might be good for something other than pornography and trading pirated music. “Big companies, which are traditionally where phones cost the most, will be the first to broadly adopt VoIP,” predicts John Todd, a VoIP consultant. “Even the slightest perception that VoIP is less reliable than normal services will cause companies to hedge their bets. However, when you can pay 30% of what you’re paying now, very often there is considerable interest in a new technology when the ROI turns positive in the first four months. For some companies that are voice-intensive, this can mean the difference between a humdrum year and a strong EBITDA positive, which perks up everyone’s ears these days.” The local phone companies, or incumbent local exchange carriers, will do whatever they can to slow the growth of VoIP, but the fact that the phone traffic is on the Internet will make VoIP impossible to stop. Vonage, for example, isn’t a phone company at all in the eyes of the Federal Communications Commission. Vonage, based in Edison, N.J., works with competitive local exchange carriers (not the local phone company) to acquire local phone numbers and interconnects in several states. You could too. There is plenty of room for more VoIP phone companies, and the cost of entry is low. For example, much of the guts of a VoIP phone system can be built on a Linux application called Asterisk, which is free. (Asterisk is interesting for reasons beyond its low price. It is an Open Source application that supports a voice compression scheme called G.729, which can cram four VoIP phone calls into the bandwidth normally required for one.) VoIP will have a big social and political effect, too, especially in other countries. Blocking SIP ports will become a way of life for many less-developed nations, as national phone monopolies struggle to keep their international long-distance cash cows alive. Law enforcement and intelligence agencies are beginning to comprehend what VoIP will do to their wiretap efforts, and they aren’t happy. Having spent $500 million to be able to tap almost any telephone line anywhere right from a computer screen, the FBI will find it hasn’t a clue where SIP phone calls are coming from or going to. Tony Soprano would have to have one. Howard Stern already does. Contributor Robert X. Cringely is a writer, broadcaster, and entrepreneur specializing in technology. Contact him at cringely@inc.com.

2002 Web Awards Honorable Mention Winners

The following 10 companies, ranging from a one-person marketing agency to a famous cheesecake bakery, weren’t among the ultimate winners in the 2002 Inc Web Awards competition. But because all demonstrated outstanding returns — some financial, some less tangible — on their Web investments, judges decided they special recognition. So here are this year’s honorable-mention winners, along with a snapshot of the ROI payoffs that earned our judges’ admiration: Company: Advanced Circuits, Aurora, Colo.URL: www.4pcb.comWhat it does: Manufactures custom-printed circuit boardsWhat we liked: This bare-bones Web site won’t win any design awards, but CEO Ron Huston says it’s gotten great results, generating $15 million annually in new revenues. The site provides a range of self-service functions, including customized price quotes delivered in a few seconds, automatic order entry, and ability to check order status. Company: CustomInk LLC, Fairfax, Va.URL: www.customink.comWhat it does: Promotional product vendor; provides custom-printed T-shirts and other itemsWhat we liked: CEO Mark Katz credits Web site with helping company track and target on-line advertising. For instance, in September and October of 2002, CustomInk’s $33,221 expenditure on on-line ads reaped $337,407 in sales. Web technology also helps CustomInk reduce errors from the industry average of 8-12% to less than 2%. Company: Beverly Shores Group, Beverly Shore, Ind.URL: www.beverlyshoresgroup.com What it does: Marketing communications agencyWhat we liked: Web site allows soloist Deborah S. Ramstorf to attract clients from Canada and Australia as well as the United States; she now receives 60% of her business via the Internet. She credits search engine placement and content on her Web site as two ways she drives traffic — and sales. Over 75% of her total sales come from her on-line presence. “My Web site has definitely been worth the investment,” Ramstorf adds. Company: Eli’s Cheesecake Co., ChicagoURL: www.elicheesecake.comWhat it does: Dessert bakeryWhat we liked: The famous cheesecake-maker’s Web site lets customers design their own customized “C-Cakes” on-line. Buyers choose from among 800 options for toppings (such as whipped cream or chocolate mousse), decorations (such as gummy bears, marshmallows, or sprinkles), and personal messages. On-line sales increased 65% since Eli’s introduced the $49 product in September 2000. Company: My Virtual Corp., Louisville, Ky.URL: www.myvirtualcorp.com What it does: Business service outsourcer; provides virtual work teams for client projects What we liked: CEO Merrily Orsini credits Web site with helping produce an 120% increase in new clients in 2001; monthly revenues in 2002 exceeded previous year’s by an average of 450%. Company: Recom Group Inc., San Dimas, Calif. URL: www.recomgroup.com and 12 related industry-specific sites What it does: Provides displays for merchandising of products and servicesWhat we liked: In 1999, Recom Group made $5,000 on-line. The company expects to finish 2002 with approximately $2 million in sales. Thanks to sales through spin-off sites like cardboarddisplays.com and musicdisplays.com, 55% of those sales come from the Internet. Company: ROI Teleservicing Corp., Weston, Fla. URL: www.teleplaza.com What it does: Consulting firm; specializes in call centers and customer-service operationsWhat we liked: Web site serves as a telecom industry portal, serving clients by offering well-organized collection of links to 850 relevant sites. This year, Teleplaza.com saw a 94% renewal rate on paid listings, which is up from 78% in 2001. CEO Jim Moylan credits a related site, CallCenterJobs.com, with increasing overall revenues by 35% over the past two years and attracting 18 new paid advertisers for the TelePlaza Digest e-mail newsletters. Several new products added to both CallCenterJobs.com and TelePlaza.com also have increased the company’s overall sales by 45% since September. Company: Shoebuy.com, BostonURL: www.shoebuy.comWhat it does: On-line shoe retailer What we liked: Web site helps customers overcome reluctance to buy shoes without trying them on. Revenues continue to increase by 50% per quarter. Shoebuy.com spends less than $7 per customer acquired for an average transaction of nearly $84, resulting in nearly a $30 profit per transaction. Company: The Wireless Source Inc., Bloomfield Hills, Mich. URL: www.thewirelesssource.com What it does: Distributes new, used, and remanufactured wireless phones What we liked: Web site automates sales, customer service, and returns processing. CEO Bob Sullivan credits site with expanding the company’s prospect base by 300% and its customer base by 25%. It’s also generated more than $1 million in new business and reduced costs by allowing customers to process their own returns, without employee intervention. Says Sullivan: “Our best ROI is yet to come.” Company: VirtualBank Mortgage, Palm Beach Gardens, Fla. URL: www.virtualbankmortgage.com What it does: Mortgage lender; specializes in “jumbo” and “super jumbo” mortgages of $200,000 to $4 millionWhat we liked: VirtualBank Mortgage credits its Web site with increasing its average monthly loan volume by 50% and saving nearly $8,000 per week by eliminating the company’s massive fax barrages to its partners. Because customers can now check their own loan status anytime, the site has also cut the number of incoming telephone inquiries by 90%.

Warehouses Unplugged

Following is a sampling of the major players in the wireless data-collection industry, listed alphabetically. For more information, please visit the companies’ Web sites. Company: HHP (Hand Held Products, Inc.)Headquarters: Skaneateles Falls, N.Y.URL: www2.hhp.com/hhp/index.tplSpecialties: Makes image-based data-collection solutions for mobile, wireless, and transaction-processing applications. Serves retail distribution, warehousing, logistics, and manufacturing markets, among others. Major customers include the U.S. Postal Service, Federal Express, Coca-Cola, and Continental Airlines. Company: ICS, Inc.Headquarters: Jacksonville, Fla. URL: www.icsfl.comSpecialties: Develops and implements software for supply-chain management, including wireless applications. Products include LogiMax warehouse logistics-management solution. Company: Intermec Technologies Corp.Headquarters: Everett, Wash. URL: www.intermec.comSpecialties: Makes integrated data-collection products, including bar-code scanners, wireless LANs, and development software. Customers include: Dee Electronics, Davis Cookie Co., Bass Pro Shops, and Shenandoah’s Pride Dairy. Company: Psion Teklogix Headquarters: Mississauga, Ontario, Canada URL: www.psionteklogix.comSpecialties: Makes handheld, vehicle-mounted, and speech-directed wireless data devices. Products used for warehousing, distribution, transportation and logistics, and by repair, inspection, and field teams. Specializes in solutions for companies with multiple sites, complex operations, and large inventories. Major customers include Great Lakes Cheese, Port of Corpus Christi Cold Storage, Lego, and Toyota. Company: The Ryzex GroupHeadquarters: Bellingham, Wash. URL: www.ryzex.comSpecialties: Develops and services integrated bar-code, data-collection, and wireless technology solutions using hardware and software from many vendors. Offers rental and leasing options as well as less-costly refurbished equipment. Company: Symbol Technologies Inc. Headquarters: Holtsville, N.Y. URL: www.symbol.com Specialties: Makes bar-code laser scanners and data-capture devices, mobile and handheld computers, and wireless networks. Serves retailers, logistics and transportation businesses, manufacturers, health-care providers, and hospitality companies, among others. Through agreement with Xplore Technologies Corp., Symbol recently began marketing a rugged tablet PC. Company also makes module transforming any Handspring Visor into a bar-code scanner. Company: TAL Technologies Inc. Location: Philadelphia URL: www.taltech.comSpecialties: Makes variety of data-acquisition and bar-code software products for wireless networks; also manufactures bar-code scanners. Analysts suggest considering the following questions when investigating wireless data-collection systems: Do you need bar-code scanning capability? How big an area must the wireless network cover? Can the vendor accommodate your needs if your company grows or moves into larger space? How will the system work with your existing IT environment? How rugged are the handheld computers? Have they been tested to withstand being dropped, and if so, what were the test results? What other options are offered for mobile devices? For instance, can they be mounted on vehicles or worn on the body?

What do you think the most important trend affecting small business will be?

E-Commerce and Internet in Business mentor Jakob Nielsen responds to the following questions: What do you think the most important trend affecting small business will be? How best can owners position their companies to take advantage of it? Jakob Nielsen’s response: The Internet provides great potential for niche businesses: if you specialize at being very good at something very specific, the Internet expands your reach so that you can connect with customers worldwide. Globalization is an important element of this trend, especially for small businesses that provide virtual products and services (i.e., those that can be delivered over the Net). For example, in my own case, I publish a series of reports on Web usability at www.nngroup.com/reports and the distribution of sales for the last three months is as follows: USA 40%Canada 4%Latin America 2%U.K. 16%Rest of Europe 25%Asia 8%Australia/NZ 4%Africa 1% More than half my sales are outside North America. This proves two things:First, it really is true that a targeted business can have substantial sales overseas. Second, since my topic happens to be how you should design your Web site, the huge demand from overseas shows that they are getting into the act. With the Web, business is international. Deal with it. Related Resources: Six Ways to Position Your Company for Success Copyright © 2001 inc.com LLC

Joe’s Dot-Com Garage

Resources Losing customers to slow downloading and broken links? A variety of free and low-cost online repair shops will help you maintain a smooth-running site When Jackie Monticup first launched her Magictricks.com Web site, in 1997, she did it herself — just as many small-business owners do. Monticup and her husband had been searching for a way to expand the reach of their small Charlottesville, Va., magic shop, and the Web seemed to be a perfect fit. So Jackie Monticup stayed up nights learning how to code HTML. But Monticup recently learned an important fact of online life: creating the site is only the first step in running a successful Web business. Though more than 90% of her store’s revenues were coming from the Web, potential sales still were slipping away. Many of the visitors to her site simply never ordered anything. Of those who reached the order page, at least a quarter would jump off before buying. And some would call her toll-free number asking questions about ordering that she thought the site had clearly explained. As many small-business owners are discovering, online shoppers are a tough bunch. The slightest inconvenience or glitch will send them scurrying to another site before they even think about entering their credit-card numbers. During last year’s holiday-shopping season, for example, online shopping carts were abandoned 88% of the time, according to Edd Johns, director of intelligence at technology-marketing firm Resource Marketing Inc., based in Columbus, Ohio. “A lot of companies have opted to build E-commerce themselves, and there’s nothing wrong with building it themselves. But they need to make sure the experience is foolproof — and failproof,” he says. Unfortunately for such do-it-yourselfers, it is rarely either. There are myriad ways in which Web sites can frustrate a visitor, and dealing with those problems can be a daunting task for the neophyte. Slow downloading, broken links, browser incompatibility, navigation problems, and site downtime — all those glitches can mean lost revenues. One answer is to hire an expert — either in-house or as a consultant — to maintain a site. But with even part-time consultants charging $75 to $150 an hour, that strategy can far exceed the resources of small businesses with homegrown sites. A far simpler and cheaper solution can be found right on the Web: “you fix it” sites that offer low-cost Web-site-maintenance services, ideal for the small-business owner moonlighting as a Web designer. Monticup, for example, was able to diagnose one problem that plagued her magic-shop site using a free Web tool called SuperStats, provided by MyComputer.com. With SuperStats, she tracked the path of visitors and discovered that they were being drawn into and diverted by her “Magic Library,” shown on the site’s front page. Surfers would access the library, browse its information about magic, and then follow links to the last page of the site without ever seeing the ordering information. Once Monticup redesigned her home page to highlight magic products, visitors began to go right where she led them — and the subsequent boost in sales contributed to her best second quarter ever. Typically, says Monticup, her company’s sales drop 20% between the first and second quarters. This year her sales were down less than 5%. If Web pages take more than eight seconds to load, sites lose about a third of their visitors, says NetMechanic CEO Jeff Morgan. In addition to MyComputer.com, companies that operate Web-maintenance sites include NetMechanic, Microsoft’s SiteOwner, Netscape’s Web Site Garage, and LinkAlarm. Each offers a range of services with which you can manage and maintain Web sites; some are free and others you must pay for. For instance, for 1¢ per page, LinkAlarm lets business owners check Web links to make sure they’re working. Three sites — Web Site Garage, NetMechanic, and SiteOwner — promise to register your site with a limited number of search engines at no charge. What do you get for nothing? SiteOwner will submit your site to 6 search engines, and NetMechanic and Web Site Garage will submit it to 12. (For a full range of services and prices, see “Comparing the Mechanics,” below.) In addition, Web-maintenance sites can help solve the following types of problems: HTML glitches. Sites built by business owners who are new to HTML coding are especially at risk for performance problems. If the coding doesn’t work properly, visitors may have trouble navigating or viewing portions of the site. To avoid such difficulties, Avram Berman, owner of a small telemarketing company based in Rochester, N.Y., relies on a tool from NetMechanic called HTML Toolbox. When Berman launched his site, a few years ago, he built it himself using Microsoft FrontPage. It seemed easy enough, but when he tried to access the site using America Online, it locked up. No visitor using AOL could see it. Using HTML Toolbox, he discovered that coding mistakes were causing the trouble. Though HTML Toolbox can automatically correct such errors, Berman — the hands-on type — opted to make the repairs himself. Today he routinely uses the service to check his coding. Browser incompatibility. Obviously, all sites need to work with the various browsers that potential customers and other visitors use. Nonetheless, says Jeff Morgan, CEO of NetMechanic, “many small- business owners buy a copy of Microsoft’s FrontPage, build a Web site, and never look at it with a Netscape browser or with WebTV. They go to show it to someone on their own PC, and they pull it up with a different browser, and sure enough, the site doesn’t look the same or doesn’t work.” With one operation, HTML Toolbox allows owners to find out whether all their HTML coding tags are supported by all versions of the major browsers. Broken links. Few things frustrate users more than clicking on a link that takes them nowhere. Yet discovering and fixing those links may be difficult. When Federica Canada-Bouton launched the Web site for her New York City showroom, Fede Antiques, Vintage & Collectibles, in December 1999, she knew that she wanted to manage it herself. But like Berman, she had only just learned HTML coding and needed a little extra help. Since she had used Microsoft’s bCentral site for small businesses to get her Web site up and running, she turned to bCentral’s SiteOwner, which contains a handful of maintenance tools. Using SiteOwner’s free link checker, Canada-Bouton discovered that some of the links at her site, www.fedeantiquevintage.com, were broken. “I couldn’t tell from where I was, because what I understood about hyperlinks obviously wasn’t enough,” she says. The tool was easy to use: she just entered her site address and the link checker looked at all the links and meta tags. However, unlike HTML Toolbox, the link checker could fix only some of the errors that it pointed out. Even Web experts find such maintenance tools useful. When Preferred Brands International, a $4-million company that sells Indian and Thai ready-to-eat entrées, launched an E-commerce site, in 1998, Webmaster Akila Iyer had no trouble keeping track of all her pages and making sure the links worked. As www.tastybite.com grew, however, Iyer found it more difficult to keep up with maintenance of the site, on which the company sells its Indian food. “Because it’s a specialty market, we do need to make sure anything we have up there is user-friendly,” she says. When some customers complained about broken links for sending E-mail, Iyer signed up with NetMechanic’s HTML Toolbox service, which automatically checks links. Slow-as-molasses downloading. Long downloading times drive customers off sites, period. “We feel that if a page is taking more than 30 seconds to load, there’s a high chance of abandonment,” says Johns of Resource Marketing. Others think that the time window is even smaller. If Web pages take more than 8 seconds to load, sites lose about a third of their visitors, says NetMechanic’s Morgan. To combat slow downloading, NetMechanic offers GIFBot, an image-optimization tool. GIFBot works by reducing the size of GIF and JPEG images on a Web page. Berman, the telemarketing-company owner, uses it to compress his graphics so that his site, www.ajba.com, will load more quickly. “It’s a nice, quick interface that will show you several images and the compression levels, so you can select the one you want,” he says. What site? Finally, not only may visitors have problems when they reach a site, but they may not be able to see the site at all. “Just because it’s up for you doesn’t mean that anyone else can see it,” says Brett Error, chief technology officer at MyComputer.com. There are many on-ramps to the Internet, and some may become blocked and cut customers off from viewing your site. To deal with that situation, both MyComputer.com and NetMechanic offer tools that help business owners determine whether their sites are widely accessible. For instance, MyComputer’s WatchDog monitors Web sites round the clock, checking them as frequently as every two minutes. It also has five locations around the globe from which it can verify that a site is available. With that information in hand, site owners can demand better service from their hosting companies and, in turn, give better service to their customers. Maintaining a Web site poses many challenges for the small-business owner playing Webmaster. But these simple, low-cost tools can fix performance problems, making it easier for customers to get their shopping carts down those virtual checkout aisles. Rachael King is a freelance writer based in Glen Ridge, N.J. Comparing the Mechanics Need minimal help? You may not have to pay a dime. Need more? A regular plan, at low cost, can help you keep your site free of trouble Web site Services offered Price LinkAlarm Checks links 1¢ per page ($10 minimum purchase allows 1,000 pages to be checked) Microsoft’s SiteOwner Checks links, meta tags, and spelling Free Submits site to 6 search engines Free Manages customer E-mail lists Free Determines search-engine ranking Free Submits site to 400 search engines, provides banner advertising, sends targeted E-mail to customers $19.99 a month to $499 a year, depending on plan MyComputer.com Checks links $59 a year and up Analyzes site traffic Free to $19.95 a month or $200 a year, depending on plan Monitors site downtime $19.95 to $99.95 a month, depending on plan, plus $19.95 onetime setup fee Submits site to search engines $59 a year and up NetMechanic Checks links, repairs HTML, checks page loading time $35 to $200 a year, depending on plan Monitors site downtime Free to $9.99 a month, depending on plan Speeds up image loading time by compressing graphics Free Submits site to search engines Free for 12 search engines; $9.99 for 100 Netscape’s Web Site Garage Checks links, HTML Free Speeds up image loading time by compressing graphics Free Monitors site traffic Free Submits site to 12 search engines Free Please e-mail your comments to editors@inc.com.

E-Town, USA

Cover Story Entrepreneurs all over the country are taking matters into their own hands and transforming their communities into wired cities. Here’s how you can compete from anywhere Over and over again, we keep coming back to the same maxim: When it comes to growing a business, location matters. Traffic and shipping routes, the availability of skilled labor, tax rates, economic incentives, the presence of nearby universities — they all play a significant role in determining whether your business thrives or dives. Now it’s time to add a new ingredient. When you’re thinking of moving, opening a new branch, expanding markets, or hiring telecommuters, ask yourself this: How wired is the place you’re considering? Can you get high-speed access to the Internet? What will it cost you? How prepared is the workforce to toil in a digital world? Is the area up-to-date enough to lure friendly competitors and colleagues with whom you can share ideas, do deals, and attract employees and financing? (Or, hell, just get your network serviced?) What does it really mean to be connected, anyway? A few months ago, Inc. Technology writers set out to answer those knotty questions. When we began, we thought we’d find the 10 or 20 most digital places in the country and that would be that. But it didn’t turn out that way. Sure, we can tell you where to find the largest number of domain-name registrations (McLean, Va.) and where the highest number of Web-connected households are (Austin). Practically anyone can name the hip dot-com havens — the Washington, D.C., metro area; Seattle; Cambridge, Mass.; Portland, Oreg.; Atlanta; New York City’s Silicon Alley — and the 80-plus places that have adopted Silicon nicknames, like Silicon Sandbar (Cape Cod), Silicon Swamp (Indiantown and Perry, Fla.), and the 10 Silicon Prairies. Not to mention all the cities that have claimed they’re the most “wired,” like Louisville (“America’s Most Wired City”) and Stillwater, Okla. (“The Most Wired City in America”). But what we wanted to know went far beyond those sorts of lists. We wanted to find out not just where dot-coms will spring up next, but how you should think about location if you’re not a dot-com. Where should you look if you’re a savvy company that is adopting modern methods of communicating and transacting business with customers, workers, and suppliers? What we discovered was twofold. First, broadband access — the collective term for rapid connections to the Net by T1, DSL, cable, and the like — is far from ubiquitous, despite the hype. DSL and cable-modem services are available in a meager 5% of towns that have populations of 10,000 or less. Second, all over the country, diverse groups of people are taking matters into their own hands to turn their communities into wired neighborhoods, connected cities, and even digital states. And in the process they are transforming their businesses and improving both the economy and the civic life of their areas. Why should you care? Because regardless of how low-tech your company might be now, the ability to do business over the Web — and very soon with wireless devices — will radically change your business and your industry. Not grabbing every bit of high-tech communication you can get is fast becoming a competitive disadvantage. Consider, for a moment, two businesses in two very different parts of the country. The first is run by Darryl Lyons, a third-generation rancher and the proprietor of Lyons Farms, in Okmulgee, Okla. Last year Lyons started raising and selling registered Angus cattle. (If you like filet mignon and want to know the name of the bull that sired your $49 steak, this is the place to go.) Lyons sold about $140,000 worth of cattle and meat to buyers within a 100-mile radius of his ranch in 1999. But with the help of the Web, he expects to sell his animals and beef to buyers in Brazil, Canada, and other parts of the world. He estimates that revenues will climb to $600,000 this year and to $1.5 million in 2001. But he’s got one little problem to solve before he can get his Web site — www.allangus.com — online. His phone service goes out when it rains, when there’s a “hard snow,” and, he says, “when something critical is happening.” (As if to prove his point, his phone service quit during our interview; he had to call back from a pay phone.) Lyons says that maybe a dozen times a year, the phone goes down for more than a day. Each day it’s down, he loses $3,000 to $4,000 in sales. “When an individual wants to buy a bull for breeding purposes,” says Lyons, “he wants it now.” No phone? No bull. When we spoke, Lyons was considering ditching his ISDN plans and going for a more expensive and faster T1 line, which theoretically would be easier to install. And he was looking at wireless-phone systems, which he hoped might be more reliable than his weather-challenged local phone service is. But OK, you say, that’s a ranch in Oklahoma. They have tornadoes there. It’s not a huge surprise that the digital world hasn’t yet reached Okmulgee. Amazingly enough, however, it hasn’t always reached the most urban places in the nation — like New York City, where economic-development agencies and private developers are trying to promote lucrative spin-offs of Silicon Alley. Flanked on two sides by the massive Brooklyn and Manhattan bridges is a 20-square-block development dubbed with the unfortunate acronym DUMBO (for Down Under the Manhattan Bridge Overpass). Real estate developer David Walentas bought nearly every building in this old manufacturing neighborhood 20 years ago. Now, with the help of the New York City Economic Development Corp. and the Brooklyn Chamber of Commerce, his company, Two Trees Management, is rehabbing its 100-year-old buildings and marketing them to start-up dot-coms and new-media companies. Into this gritty space moved a little, archly funny, venture-funded company called Modern Humorist. Partners and Harvard Lampoon alumni Michael Colton and John Aboud had every reason to believe that their new neighborhood would be as wired as any spot across the river in Manhattan. After all, the city had dubbed the area a “high-tech district.” But it was not to be — despite the fact that Two Trees had tried its best to do its homework. Realizing that fast access would add value to its 2.2 million square feet of office and residential space, the company had gotten a variety of private network providers to lay millions of feet of fiber-optic cable both inside and between the buildings. But when Modern Humorist first set up shop, it had live connections to absolutely nothing. No phone. No Internet. (And no pictures on the walls either, but that’s another story.) The company quickly got Internet access — using a T1 line — with the help of a sweating, cursing, but determined worker from Gillette Global Networks, which had invested more than $500,000 in wiring the neighborhood. But it took more than four months for Brooklyn’s local phone-service provider to hook them up. The problem: Brooklyn is still an outer borough, and DUMBO’s inhabitants — at least half of which are start-ups with fewer than 100 employees — don’t have much clout with the large telecommunications companies, says Joe Chan, a Brooklyn Chamber of Commerce honcho who is marketing DUMBO. And the telcos had been loath to invest in infrastructure for what they thought might be a handful of tiny, unprofitable dot-coms. Not surprisingly, Aboud says that was the wrong attitude to take. “The new economy, if you believe in that construct, is made up largely of 10-person companies. It’s a start-up world. The degree to which unnamed telco monopolies can be limber and aggressive in servicing those kind of companies, the better for the economy as a whole,” he says. After relying on cell phones for the first few months, Aboud, Colton, and their growing team of comedy writers finally got the local phone company to activate their service. How’d they do it? They believe it didn’t hurt that they publicized their plight; they told their story to the insider magazine Silicon Alley Daily, which published a parody of its own on the problem. (Ever heard of “Hell Atlantic”?) And they got some help from Chan, who called the phone company on their behalf. Today, Two Trees and the City of Brooklyn are aggressively promoting DUMBO as the next Silicon Alley. With rents of about a third of what people are paying in Manhattan and the promise of high bandwidth (not to mention high ceilings and terrific views), the area may well live up to its billing. That kind of thing is happening all over the country as entrepreneurs take matters into their own hands to get themselves wired, like Darryl Lyons, or turn to public-private partnerships, like DUMBO, for their new-economy infrastructure. Wiring a community can make a world of difference to the area’s economy. In Tacoma, Wash., long a stepsister to glamorous Seattle, the municipally owned electric utility installed a fiber-optic network that covers 180 square miles and in the process brought new businesses and economic vitality to a place that was once bleakly described as “postapocalyptic.” (See ” On the Wired Front.”) Evanston, Ill., has taken a different tack toward wiring its residents and businesses. A private organization with a mission to make civic life more vibrant, city services more efficient, and businesses more competitive has created E-Tropolis Evanston on the Web. (See ” Parallel Universe.”) Time will tell what effect this virtual city will have on its real counterpart. In the meantime, its developer is fielding calls from numerous other cities that want to build their own E-tropolises. We also took a look at what’s coming up next. Though a digital infrastructure is necessary for the new economy, it’s not sufficient: what brings about transformation is the people who can create in innovative and collaborative ways. Writer Samuel Fromartz takes a look at the thoughtful teachers who work at the Perry School Community Services Center, in Washington, D.C., helping inner-city kids learn the skills that companies of the future will demand. (See ” Tomorrow’s Workforce.”) As we discovered, it doesn’t take a large telco or a government agency to get a community wired. Electric and gas utilities, economic-development agencies, chambers of commerce, private developers, and passionate volunteer groups are creating wired communities and helping to make both fast access and 21st-century skills widely available. What’s truly exciting is that these initiatives are already paying off today, in ways both profound and practical. At the Perry School, 17-year-old Vincent Hawkins, who, as he says, “couldn’t get a job at Blockbuster” before attending the school’s Networked Learning Center, is now inventorying PCs and teaching younger kids how to use computers. And in Brooklyn, John Aboud still sounds just a bit amazed at Modern Humorist’s good fortune. Due in part to the affordability of space in DUMBO — and the availability of broadband connections — Aboud and Colton have the resources they need to grow their company. “By the end of the year we might be up to 15 people or so,” says Aboud. “Certainly, by the third quarter 2001 we will have hired every human on earth.” Elaine Appleton is the editor of Inc. Technology. Send your comments to editors@inc.com. Please e-mail your comments to editors@inc.com.

This Is Rocket Science

Paul Moller may have been working on his flying car for nearly four decades. But he’s no crackpot. Meet Skycar Inside a small, squat building in the interior farmland of northern California, a machine that can only be described as a one-man flying saucer sits next to a spacious workshop. It’s not the most interesting vehicle in the building. That honor has to go to the gleaming red machine in the corner, the one that looks like a race car circa 2025, all wicked curves and multiple jetlike engines. It’s a Skycar — a “roadable aircraft,” or a flying car, if you will — that is capable in theory of lifting straight up past rooftops and then zooming off over hill, dale, and traffic jams. Paul Moller believes he’s going to put one just like it in your driveway. It seems like a batty notion, but it’s one to which Moller has unwaveringly clung throughout a nearly four-decade odyssey that has left him and his company, Moller International, in Davis, Calif., constantly on the brink of crashing and burning. Moller, of course, is hardly the only entrepreneur to throw himself into a long-shot, long-haul venture that holds out the promise of great reward. But few have pursued as grand a vision against such daunting odds and with as much resiliency. The saga of Moller International is virtually a road map — or, rather, an aeronautical chart — of how to keep moving ahead with a dream when the world seems to offer nothing but wind shear. “I always believed I’d succeed if I could just survive,” says Moller. “It’s always been about surviving.” He just may pull it off. Child prodigies are usually associated with mathematics or music. Moller, who grew up on a farm in rural Canada, was gifted in mechanical engineering. At age 11 he designed and built a working four-person Ferris wheel. Four years later, after an inspirational encounter with a hummingbird, he built a primitive and partially functioning helicopter. Not interested in attending college, Moller attended an aircraft-maintenance trade school. But he never got over the thrill of building a machine that could hover, and he pored through engineering textbooks on his own and took a few night classes. In 1960, when he was 23, he randomly dropped in on Barry Newman, an aeronautics professor at Montreal’s McGill University, asking for advice on how he could take some college classes. Newman was so impressed that he pulled strings to get Moller into a graduate program there, despite Moller’s lack of a college degree. Upon obtaining his Ph.D. in mechanical engineering, a mere three years later, Moller got a job at the University of California at Davis, and it wasn’t long before he had created the school’s first aeronautics curriculum. But a question kept nagging at him. Why weren’t we all getting around the way the Jetsons did? In a world that was beginning to experience heady revolutions in computers, medicine, and even space travel, Americans were spending hours a day in machines that were essentially a 19th-century technology, stuck in traffic under wide-open skies. It was as if every element of science fiction were coming to life, except for the most ubiquitous — flying cars. “You can’t describe a future without a major evolution in personal transportation,” says Moller. Was there a way to combine the straight-up flight of a helicopter with the greater simplicity, speed, and lower cost of ownership of a light plane? The key, Moller decided, was the engine — usually the weak link in aircraft when it came to cost, performance, and reliability issues. What if an aircraft could be driven by smaller, simpler engines that each turned a small fan-blade-like rotor underneath the vehicle? In 1965, Moller built and flew a two-engine hovering platform he called the XM-2. The underpowered contraption struggled to make it inches off the ground and tended to wildly pitch to one side or the other with any imbalance in the two engines’ thrusts. But it was a start. By 1967, Moller was itching to spend all his time designing and developing a precursor to a mass-marketable flying vehicle that could challenge the dominance of the automobile. At that time he estimated it would take 10 years if he could get the right power plant. All that stood in his way were a complete absence of funding, enormous technical and regulatory hurdles, and a long history of flying-car failures. (See “It’s a Bird, It’s a Plane, It’s … History,” below.) On the plus side, an easy-to-own-and-fly family aircraft could create one of the largest new markets in history. Moller knew little would happen without investors. So he started talking up the idea to everyone of means he ran into. Soon the 30-year-old fell in with an eccentric but enthusiastic promoter who agreed to pay $15,000 up front and $85,000 in the coming year in exchange for 7% of Moller’s about-to-be-founded enterprise. Moller scaled back his university job in 1968, set up a workshop in a garage, and started ordering parts. About three months later, with his $15,000 depleted and his debt rising, Moller was stunned to learn that his lone investor’s business had collapsed. Moller had to scare up money, and fast. It would become a theme for the next 32 years. He quickly confirmed the obvious, which was that traditional sources of financing were not eager to throw money at a garage start-up with an unproven technology, market, and founder. Instead, he would have to play the passion card — that is, find well-heeled people who would be sufficiently revved up by the force of his creativity, ambition, and vision to fork over significant sums of money without any conventional form of assurance that they’d ever see a penny of it again. He struck gold later that year with Jim Fitzgerald, then the major owner of a private hospital near San Francisco. Fitzgerald not only was willing to put in some of his own money but talked Moller up to some doctors who always seemed to be looking for interesting investments to round out their portfolios — or at least to generate tax deductions. The group put up $25,000 to start. In the coming years they would put in more than $500,000. The bankrupt original backer helped bring in money, too, by introducing Moller to prospective investors. And former mentor Newman was good for $2,000. Those investments and others like them were sustaining in more than a financial sense. “If I ever had dark times and thought about how easy it would have been for me to walk away from the project,” says Moller, “just remembering how people like that had put their trust in me kept me going.” By the end of 1968, Moller had built and tested the XM-3, a more stable version of the XM-2, though it too was incapable of controlled flight. As work on his prototypes intensified, he was bolstered by help from a few employees and a parade of graduate students who had jumped at the chance to work on cutting-edge aeronautics technology. At that point Moller found himself wondering if there wasn’t an intermediate, far easier target he could pick off along the way with the tiny rotors he was developing. What besides vehicles might need a lightweight push from a blast of air? As an admittedly reckless skier, Moller had always felt that standing around waiting for a chairlift was as inefficient as forcing aircraft to use an airport. But if he could design a backpack containing a powered rotor… It probably goes without saying that the backpack thrust unit wasn’t destined to eliminate the ski-resort lift line. Of the many obstacles that arose, Moller wrestled most heavily with the requirement that peaceful mountain slopes not sound like Daytona when skiers were schussing uphill. So he developed his own muffler and tested it out on motorcycles, which were a passion of his. It soon occurred to him that the demand for motorcycle accessories far outstripped that for thrust-pack accessories. Eventually, the Supertrapp muffler, as he named it, would become one of the most popular aftermarket accessories ever made for motorcycles and would be a hit on the race-car circuit as well. Supertrapp was a $5-million business and was still rapidly growing when he sold it, in 1988, to free up time and money for his Skycar work. “I loved creating a physical product that was made on an assembly line and that made money we couldn’t have survived without,” says Moller. “But it occupied a lot of my best people.” Was that successful venture a fluke? Apparently not. When Moller had started searching for a larger work space in the mid-1970s, he recognized that the Davis area lacked the sort of research-and-development industrial park that was starting to thrive around many other major university towns. So he spearheaded the development of one and made millions more when he later sold his interest in it. For Moller those accomplishments were useful distractions. “Anything I did besides work on the flying car was to raise money for the car,” he says. “Everything was for the car.” To that end, the ancillary businesses were valuable not just for the cash but also for the credibility they gave Moller in the eyes of prospective investors. He might be a dreamer, but he was a dreamer who could make money. Never quite enough money, though. Everything Moller could scrape together from investors and his side business ventures was instantly gobbled up by flying-car R&D to the tune of as much as $3 million a year. Like the resulting prototypes, Moller’s finances were underpowered and lurchy. He owns the building he operates in, but he’s lost and regained it twice, once frantically negotiating to keep it while lying in a hospital bed with a broken neck from a motorcycle-trail-riding accident. (He also races go-carts, and he plays racquetball daily.) “I thought they were going to chain the door that time,” he recalls. Moller says that he’s been involved in about nine lawsuits, everything from disputes over distributor contracts — including one with a large investor and former board member of the company — to liability for allegedly faulty muffler parts. Moller sued one company for refusing to pay royalties on an engine design that he says violated one of the 43 patents Moller International owns on its technologies. All suits were resolved in his favor, he claims. One way or another, the work on the vehicles went on. By the early 1970s, Moller had turned his attention to a different type of engine, named a Wankel after its German inventor. Moller believed the engine’s ability to churn out high horsepower in a light, cheap, low-maintenance package made it perfect for a flying car. In 1974 the Wankel-powered XM-4 embarked on its maiden flight of a few wobbly feet. Moller realized there was little point in bringing out additional prototypes without first achieving quantum leaps in power and control. Doing so took him another 15 years — 12 years past the 10-year mark he had once set for himself. “We never felt discouraged about the slow evolution of the car,” he says. “The only thing that was disheartening was having to sometimes put the work on it aside to raise money.” Finally, in 1989, he smoothly piloted the eight-engine, flying-saucer-like M200X to a height of 50 feet alongside his building. In theory, 40 feet is as good as 10,000 from an aeronautical point of view. The M200X’s one-man design wasn’t a marketable one, but it proved the concept of a hover vehicle with multiple small engines. Moller flew the M200X more than 200 times in front of current and prospective investors and other potential boosters. To fund the Skycar, Paul Moller developed a muffler that he marketed to motorcycle and race-car enthusiasts By 1990, Moller was working on a new machine designated the M400. The lack of an X in the name was significant — X is generally taken to mean “experimental” in new aircraft. From the beginning, the Skycar, as the M400 would later be jauntily named, was intended to be the real deal. It would be Moller’s do-or-die project. “It was what I had been moving toward for most of my life,” he says. “Making it work was everything to me. Just accepting the possibility of failure would have been the first step to failure.” The Skycar’s outrageously sexy appearance is hard to reconcile with its creator. Moller doesn’t look or act like someone who would build the stuff of male adolescent fantasies. There’s something sturdy and utilitarian about his build and even his face, though the latter is softened by an extended Vandyke that gives him an incongruously thoughtful look. In fact, Moller shrugs off his supervehicle’s hot looks as an incidental by-product of the physics of airflow. “If you design something well aerodynamically, it will probably look good, too,” he explains. Appearances aside, the Skycar is an undeniably innovative machine. It seats four in its bubbled cockpit, can be driven for short runs on its three small wheels (by virtue of which the M400 is categorized as a motorcycle by the Department of Transportation), and fits in a two-car garage. Moller claims that the Skycar will in a decade or so be quiet enough to take off from a suburban driveway without unduly stressing the neighbors, but in the shorter term he envisions that owners will drive it to a local “vertiport” for a launch. Once the completed Skycar lifts straight up to a safe height, the machine will thrust forward to speeds of 300 miles per hour or more, under the control of 28 microprocessors running 27,000 lines of programming code that control devices such as those that readjust the flow of fuel to each of the eight engines every hundredth of a second to balance and steer the vehicle. The computers get their marching orders from the pilot by means of a pair of joysticks, but they won’t wait for the pilot’s slow reflexes to kick in before taking any necessary corrective action. “In a 300-mph vehicle, you’re the weak link,” says Moller. Anyone who visits Moller International with the idea that the Skycar was born in a slick, futuristic working environment will be disappointed. The facilities look a lot like the branch offices of a struggling insurance company backed up against a large auto-body shop specializing in interplanetary vehicles. The main giveaway that some kind of advanced high-tech wizardry is happening there is the 21-inch computer-aided- design display terminals tucked away in one set of cubicles. But you’d also have to wonder about the shrapnel holes decorating one small room off the main workshop floor. (They were created by an experimental engine that almost ripped itself apart during a bench-test explosion.) There are 25 employees at the company, and given the current shortage of skilled workers who are willing to work for down-to-earth salaries, Moller was happy to grab them any way he could. One electronics expert had dropped by to inquire about renting storage space when he was thrust into an interview and summarily hired; a mechanical engineer was recruited by another employee who happened to be standing around when the engineer was in a local U-Haul office returning a moving truck. Moller has at times been way ahead of other U.S. businesses when it comes to finding innovative ways to compensate employees, though he claims that he usually ends up regretting it. In the early 1970s, for example, he issued phantom stock — that is, he contracted to pay employees bonuses that corresponded to increases in the value of the company’s stock. He ended up paying out hundreds of thousands of dollars to Supertrapp employees under the plan, he says, before the company was sold. In the late 1980s he started issuing employee stock options with no strings attached, but after a key worker quickly cashed out and started his own business, Moller instituted an eight-year vesting schedule. Turnover has been a problem, Moller concedes. The main reason: fears about the company’s financial health. He recently lost his general manager to a dot-com. “He’s getting $3 million or $4 million in options there,” says Moller, “and here he had to worry about his next paycheck.” He means that literally — several times over the years the company delayed issuing paychecks because the money simply wasn’t in the bank. Moving ahead to the Skycar project had only increased the pressure to raise money, because of the vehicle’s added complexity and the need to make it a practical, certifiable aircraft. (Just building a one-twelfth scale model of the Skycar for dog-and-pony shows cost $20,000.) Before beginning work on the Skycar, Moller had tried to broaden his fund-raising efforts. “We’ve explored every option known to man,” he says. He contacted most major automakers about buying into his company, but they told him point-blank they had no interest whatsoever in flying vehicles. He tried aircraft manufacturers, which for the most part insisted they had enough problems getting ordinary planes and helicopters right. He made his way through much of the Fortune 500 without encountering a glimmer of interest. The only investment bank willing to get involved was Robertson Stephens, which put together a $1.5-million private placement marketed to a handpicked list of its clients. Robertson even had Moller present at a technology conference it sponsored for investors. Not a single nibble. Moller looked into an initial public offering but couldn’t find an interested high-quality underwriter. He trolled for investors through a full-page ad in Business Week. It drew a number of candidates, including a significant one: Jack Allison, an air-force colonel turned real estate agent who was also an enthusiastic pilot. After meeting with Moller, Allison gathered together 21 pilots, colleagues, friends, and friends of friends to come up with $150,000 in 1986. Allison was such a gung-ho supporter of Moller’s efforts that Moller later invited him to join the company. Allison’s title is vice-president of administration, but he serves more as an investor-relations specialist, especially when it comes to selling fellow aviation fanatics on the company. When the most recent tech boom hit, Moller expected to find backers among all the young corporate hotshots stuck in Silicon Valley traffic, who he thought would appreciate the electronic sophistication of the Skycar. “This thing should excite the hell out of the computer industry,” says Moller. “It’s a flying computer.” He wrote letters to the CEOs of all the major Silicon Valley companies he thought might be interested in the electronics behind Skycar . No one responded. Still, it’s not as if Moller has been a complete dud when it comes to raising money. He has done better with foreign corporations, attracting an investment of $300,000 from South Korea’s Samsung Techwin, as well as $700,000 from a Malaysian concern and $1 million from a Finnish company. A Middle Eastern company became an investor when an executive there heard about Moller through one of Moller’s stockholders. Overall, a majority of the company’s large investors are from overseas. And then there’s Moller’s affinity for profitably spinning off technologies. “I always try to find an element of the grand scheme to capitalize on,” he explains. He has scored government contracts for producing smaller and simpler hovering machines, for example, including an R2D2-like “aerobot” designed to inspect the undersides of bridges. And the latest incarnation of his Wankel engines seems to be taking off as a product in its own right. Moller claims to have received letters of intent for the purchase of a total of 500,000 engines worth $1 billion, for applications ranging from electric generators to fire-hose pumps to personal watercraft resembling Jet Skis. Meanwhile, with all that ancillary success, Moller has had to answer some hard questions from his third wife. “She doesn’t understand how I can make so much money and still be broke,” he says. “I’m like the farmer in the joke who is thrilled to inherit $6 million because now he can afford to farm for another 10 years.” To keep himself in the black, if barely and erratically, Moller has continued to turn back to many of the same individual investors who have supported him over the years. “I’m pretty good at hustling,” he says. “When I get desperate, I come up with something that would appeal. You can’t just keep leading them to the same trough.” Every company milestone, from a new contract to a technical breakthrough, is leveraged into an effort to ignite investors’ interest in buying more stock, as well to attract new backers. Last year, for example, Moller started up the Skycar Liftoff Association, whose stockholding members will receive options on more stock if and when the Skycar flies. The scheme brought $500,000 into the company. The engine was the key, Moller knew, in combining straight-up flight with the speed and simplicity of a light plane. There are now some 450 investors in Moller International, with individual investments averaging a little over $100,000. None of the investors have gotten rich on the company, but they could have done a lot worse; during the past 30 years, the price of a share of stock has increased by a factor of 50. Moller himself helps make a market in the stock by informally helping buyers and sellers hook up with one another. The company is currently in the process of registering as a public company — not because it plans an IPO anytime soon, says Moller, but so that the company can borrow against its stock. Prospects for the Skycar have received indirect boosts in recent years from surprising quarters. The Federal Aviation Administration tends to be tough on new aircraft when it comes to certification, and the Skycar might have been in for a particularly bumpy ride if it were forced to qualify as either an ordinary plane or a helicopter, since it combines features from both. But the agency recently created a new category for powered vehicles. the skycar is likely to be the second such vehicle after the v-22 but a certified skycar is more than two years away. the faa is also in the process of creating a new air-traffic-control system light aircraft that will in most cases remove one of the major hassles in the need to obtain traffic-control clearances. the new system will allow special transceivers aboard light planes to communicate with one automatically directing pilots away from traffic conflicts. I make a legitimate case for this vehicle without a major change in the airspace-control says moller. NASA has been helping the cause as well. The agency has long been interested in increasing its role in civil aviation, and chief Daniel Goldin has in recent years publicly predicted a boom in private aircraft that will annually deliver 10,000 vehicles within 10 years and 20,000 within 20 years. Moller points to that prediction as a vindication of his insistence that the Skycar market is out there. “Without that market, I’m just a maverick trying to turn a hobby into more than it is,” he says. “So many people are just pursuing their dreams, caught up in their wishful thinking, and that can be sad.” Now all he has to do is get the Skycar off the ground. The first big test will be a straight liftoff of 10 feet or so (a low-hover test) while the vehicle is tethered to the ground to avoid any control-related mishaps. The original target was April 1999, but that date has been pushed back several times. As of this writing, the test was set for late August. If it goes well, an untethered flight will be scheduled before the end of the year. The fact that the Skycar hadn’t so much as hopped two feet into the air didn’t stop more than 100 people from plunking down $5,000 deposits for the first Skycars. One woman in Austria has deposits on 14 vehicles, essentially establishing herself as a European distributor. The initial price of the Skycar will be $950,000, though Moller says he can steadily work the price down with greater production levels, ultimately reaching $40,000 to $60,000 — which may actually be affordable to many Americans on a lease basis, given the traditionally low depreciation on aircraft. Don’t even think about it, though; Moller has stopped taking deposits. “I don’t want a huge, impatient crowd of buyers waiting for the Skycar,” he says. With luck, he says, he’ll be able to produce 10 “preproduction” vehicles in 2001, though some or even all of them could go to military and paramilitary organizations that have expressed interest in the machine. What will it take for Moller to get the car into production? Another $45 million, he says, plus about $500 million more to get to volume runs. That’s a lot of money, he concedes, but he points out that 15 million new automobiles are sold each year, and if he could sell one-twentieth as many Skycars at $100,000 apiece, he’d be looking at a $75-billion market. “Ford spends $1 billion just to update a car line,” he says. Even if the Skycar does make it all the way into production, Moller’s story won’t be over. Just as he has built ancillary businesses to raise money for the Skycar, lately he’s been regarding the Skycar itself as a means to a new end, he says. Just down the road from his building he’s developing a 60-acre complex to house the world’s largest combined alternative and traditional health-care facility. Spurred by the debilitating illnesses suffered by his two sisters, Moller has become increasingly dedicated to promoting various health supplements and treatments. He himself takes some 75 pills a day and unprompted likes to tick off his cholesterol level (HDL 80), his blood pressure (100/60), and even his testosterone readings. In fact, though he is 63, he looks 45. The Skycar is still consuming him, he says, but he spends more and more time thinking about the health complex, which he hopes to complete within five years. “This has become where I want to end up in life,” he says. After all, he points out, the Skycar has been a long haul. “Who would have thought that something that was supposed to take 10 years would take 30?” he asks. But even if the Skycar takes off on test flights this year, Moller won’t be in the pilot’s seat — his investors won’t let him. “Ten years ago that would have bothered me,” he says, sitting in his office. “Now I’m not uncomfortable with the idea of not risking my neck.” He looks off into space when he says that. His gaze leads to a wall that’s unadorned except for a framed photograph of a hummingbird. David H. Freedman is a contributor to Inc. Starting point: In 1965 Moller built and flew the XM-2, a two-engine hovering platform that struggled to make it inches off the ground and pitched to the side. Phase two: By the end of 1968, Moller had built and tested the XM-3. It was more stable than its predecessor but was still incapable of controlled flight. Liftoff: In 1989, Moller piloted the eight-engine flying-saucer-like M200X to a height of 50 feet, which proved the validity of his concept. IT’S A BIRD, IT’S A PLANE, IT’S … HISTORY More than 75 patents for flying cars have been issued in the United States since 1917. None of the vehicles ever caught on, though, because most tended to be expensive and flimsy as cars and underperformers as aircraft. Enthusiasm for the concept peaked back when hordes of sky’s-the-limit young veterans returned to a booming economy after World War II. But interest seems to be picking up again — a 1998 World Aviation Conference, for instance, attracted papers from three developers working on “roadable airplanes.” Here is a brief history of the flying car: 1917: Glenn Curtiss’s tri-winged, aluminum-frame Autoplane debuted, sparking interest but going nowhere fast. 1926: Henry Ford rolled out a prototype for the “Ford flying flivver” but stopped work when a friend was killed testing it. Ford remained an outspoken proponent of flying cars but never again put his money where his mouth was. 1937: Studebaker funded inventor Waldo Waterman’s idea of sticking a propeller on the back of one of the company’s cars, along with wings and aviation instruments. After taking a look at the result, Studebaker said, “Never mind.” 1946: Robert Fulton designed and built the Airphibian, the first “roadable” plane certified by the Civil Aeronautics Administration — which also ordered 10 for its own reps. Eleven Airphibians would be built in the 1950s before Fulton’s company ran out of money. 1956: Moulton Taylor rolled out the Aerocar, the only other roadworthy plane to win federal certification. The Aerocar became a minor television star, making appearances on I’ve Got a Secret and alongside actor Bob Cummings on his show Love That Bob after he bought one. Taylor fell 222 orders short of the 500 he needed to start mass production of the vehicle, and only five Aerocars were built. That same year, Ford flirted with a later incarnation of the Aerocar, then backed out. Please e-mail your comments to editors@inc.com.

Hot Tip: Trademarks

If your company sells on the Web or even has a bare-bones Web presence, you should consider trademarking your corporate names and symbols in other countries. Canada might be first on your list, but a more thorough approach would include all English-speaking countries. “With the growth of the Web, it’s becoming critical to have an international trademarking strategy,” says associate Robert O’Connell of law firm Goodwin, Procter & Hoar LLP, in Boston. For companies with a limited budget, O’Connell suggests waiting until your sales are strong enough to justify registration costs. “It’s more a business decision than a legal one,” O’Connell says.

I Crave Control

In late January, Norwegian police raided the home of a 16-year-old student who rattled the U.S. movie industry with a software program he coauthored that breaks the security code on DVDs, the latest generation of video players. Jon Johansen, who hails from Larvik, Norway, had posted the program on his father’s company Web site, and it quickly spread like wildfire across the Internet. The son and his father, Per Johansen, face up to three years in prison and stiff fines if convicted. Only one week earlier a freshly launched Canadian Web site called iCraveTV was hit with strong legal action initiated by an alliance of U.S.-based movie studios, TV networks, and sports leagues. iCraveTV is one of the first Web sites to broadcast complete TV signals over the Internet, showing uncut, uninterrupted streams of 17 broadcast television stations from the United States and Canada. Under Canadian law, such rebroadcasting is apparently legal, at least for cable and satellite broadcasters. iCraveTV claims the Net is just like cable and that it, too, should have the right to offer TV. As far as the U.S. broadcasters are concerned, it’s blatant copyright infringement, and they aimed to make a legal example of iCraveTV to dissuade copycats. In late February iCraveTV settled the lawsuit by agreeing to stop rebroadcasting TV programming, at least for the time being. “This kind of cyberspace stealing must be stopped, wherever it occurs, because it violates the principles of U.S. copyright law,” Motion Picture Association of America (MPAA) chief executive Jack Valenti said following the iCraveTV lawsuit, a message he repeated nearly verbatim a week after Johansen’s arrest. The two cases, though quite distinct in detail, are shaping the future of the Internet. In every which way it can, the entertainment industry is not only trying to claim copyright on the content it creates, but to control the media by which it is distributed as well. From music (fighting MP3, the online — and downloadable — music format) and film (fighting the portability of DVD) to television (fighting open transmission), the industry feverishly resists the free flow of content over the Net. These events also highlight the global reach of powerful companies to exert legal pressure on threats beyond their national borders. The Hollywood-based MPAA, an association of the seven largest U.S. movie studios, filed a police complaint against Johansen in early January. The agency responsible for computer and economic crime in Norway then raided his home and confiscated two personal computers and other technical equipment before charging him on copyright violation. The Johansen incident is perhaps less muddled than the iCraveTV situation, given that the Canadian company frames Web broadcasts with its own advertising, causing U.S. interests to claim foul on revenues earned. Johansen’s arrest, on the other hand, and the MPAA’s flurry of more than 500 cease-and-desist letters to Web site operators offering his descrambling program, should serve as a wake-up call for anyone concerned about the open access to information on the Net. Digital versatile discs (DVDs) can be viewed on properly equipped computers and DVD players but are encrypted to prevent copying the content to a computer hard drive. The MPAA claims that “hackers” who distribute the decoding program are enabling the production of illegal copies of movies for distribution. But Johansen argues that the MPAA has misled the public into believing that his descrambling program allows people to more easily copy DVDs. He claims that the encryption (security coding) actually gives the movie industry a monopoly on who gets to make DVD players. Therein lies the motivation for his actions: He and his colleagues developed the code to help make a DVD player available for the Linux operating system, and not only for the Microsoft Windows operating system as is currently the case. The larger backdrop here is that Linux is an open source system — written to operate with a broad range of other software programs — that is readily available for free, while Windows is a proprietary system for which Bill Gates and friends pull in a steady income. Here’s a tough question: Which model, the open source system or the proprietary one, is the entertainment industry interested in pursuing? Information is not always power. Just ask any librarian. In the digital age, wealth and power accrue to those who control the system logics by which data is exchanged. Copyright © 2000 Sojourners, , May-June 2000, Vol. 29, No. 3