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Broadreach claims "world first" with multiple provider brands over WiFi

"We're going to flood the train carriages with multiple SSIDs," was the way Magnus McEwen-King of Broadreach announced his new invisible WiFi network for train operators, which will star at tomorrow's WLAN Event in London.

The trick is aimed to ensure that all customers of any ISP or mobile provider see their own service brand when they open up their notebooks on a WiFi train.

"We can give customers of Vodafone, Orange, T-mobile, Virgin Net, their own network experience," said McEwen-King at a preview dinner in London tonight. "As an operator, you will get your own network."

He said that it would be it's much easier for ISPs like BT-Yahoo to market their own service to train travellers. "They can tell their customers: 'Don't look for service XYZone; look for our network,' and that's what they'll see on the train."

The new service, running "multiple networks within your carriage" is "a world first," he said.

The normal way of using Broadreach allows you to use your home ISP or mobile phone bill. But you have to know to look for the "Readytosurf" brand. Clearly, Broadreach's partner companies have expressed a reluctance to promote what could be a rival brand.

The presentation was made at the first "connected carriage" seminar at the Royal Automobile Club in Pall Mall. McEwen-King apologised for not being able to find an appropriate rail club, and promised to try harder for next year.