As the popularity of the Internet continues to grow, companies are
targeting a larger market than just PC users.
It is hard for me to imagine
(but I know they exist), individuals who have never touched, seen, or
experienced the World Wide Web. Netpliance knows its niche market and has
developed a product and system to bring those individuals online.
The price range on this IPO is $13-15, the lead underwriter is Donaldson,
Lufkin and Jenrette, and the proposed ticker symbol is NPLI.
Netpliance offers Internet-based content applications and services through
their specifically designed products commonly known as Internet appliances.
In November 1999 they introduced their i-opener service, which is an
all-in-one Internet experience.
The i-opener service is made up of three elements:
- Plug and play: The i-opener Internet appliance comes pre-configured and
ready to access the Internet. A new user simply plugs the i-opener appl
iance into an electric outlet and connects a phone line and they are up and
running. - Easy Internet access: i-opener has its Internet access delivered over a
nationwide dial-up network (currently available in the 48 contiguous states
and Alaska). i-opener’s plans include broadband delivery over DSL and
cable lines. - Consumer portal: The i-opener portal provides an entrance point to the
Internet for its users. This portal allows its users to access tailored
content based upon their age and geographical location. (In the future
i-opener intends to tailor content suited to their users personal
preferences.)
In the summer of 1999, Netpliance entered into an agreement with GO.com (an
affiliate of The Walt Disney Co.). In this agreement GO.com will serve
as their content provider for children, family, sports, news, and
entertainment related categories.
While Netpliance’s i-opener is not for everybody, it is perfect for its
targeted users. Not only does Netpliance appeal to first time Internet
users, but also those looking for a simple, cost effective solution.
But does it make a sound investment? Well, it is targeting the consumer
market and investors have been losing interest in the sector. Making money
in the business-to-consumer space is no easy task. So long-term,
Netpliance will definitely have many challenges to contend with.
