What Meru and Xirrus Need to Do

I'm not a big deal, but I know a guy who is. And- I have pulled off San Jose's most brazen balloon theft. These two facts combined qualify me to advise multi-national wireless networking companies on communications strategies. Here's my advice for Meru and Xirrus, after visiting with both companies for Wireless Field Day 5.

Both companies are headed by obviously intelligent technologists who are passionate about their product lines. Each has well-spoken customers willing to testify on the effectiveness of their gear. Both are still in business in a pretty competitive space, and hoping to grow their shares of the WLAN market. And both have unique technical stories that set them apart from their industry peers.

And here is the problem.

For years, I've listened to a number of briefings with Meru and Xirrus and always walked away with a nagging sense that each is actually a bit uncomfortable talking about their  "specialness" to any depth when dealing with Classically Trained WLAN Types. Xirrus does the array thing, and Meru rocks the single-channel architecture groove. Both companies want to talk about their bigger stories, but many of us don't feel satisfied with terse "trust us, it works" explanations on features that are radically different from industry norms. So... briefings grind to a halt because tech-analysts want to know why we should accept that these companies have actually found a different way to do things. But the companies' speakers obviously don't want to spend their camera time on these years-controversial details, and neither party quite feels great at the end of the experience.

And here's the fix.

There's certainly a fine line between disclosing intellectual property and being open with those asking pointed questions about your technology. But that line needs to be walked when you build product lines on unique technical approaches. Sam Clements and Keith Parsons are well within their professional purview to challenge Xirrus on how they can pack so many antennas into such a little box without them creaming each other, especially when other vendors sometimes bash Xirrus for their designs. And Chis Lyttle is proper in asking a few times for more info on Meru's "special sauce" even if it slows down Meru's onboarding demo. Tech people want to hear what tech people want to hear, and neither company tends to want to get into the nitty gritty that would get us all to shut up already and let them get our full attention on their latest announcements.

Each company should embrace the living hell out of their uniqueness. Lead with it, don't tap-dance around it. Stick it in our faces with good, digestible white papers and diagrams that clear up the mysteries once and for all without giving away IP. That way, when we all get together again, Xirrus and Meru can not only deliver the Message of the Day, but actually get us to listen to it instead of badgering them for information on the little things they do that many of us have been trying to comprehend for years.

We'd all be better for it, especially Meru and Xirrus.