Wireless-enabled internet service provider sees opportunities in Queen City

Over a year into its venture, Adored WiFi, a wireless-enabled internet service provider in downtown Manchester founded by Liz and Jeremy Hitchcock, is expanding its customer service area and the possibilities enabled by community-accessible Wi-Fi.

“It’s all about line of sight,” said Liz Hitchcock, explaining how Adored placed antennas on buildings, including the notable Brady Sullivan Plaza at 1000 Elm Street, which can reach customers in the North End, as well as in spots a few miles east up Hanover Hill and on the West Side — “all places we really see as our first markets.”

Adored is seeking customer density as it expands its market, eyeing future opportunities with multi-unit dwellings.

It currently has approximately 100 customers, including commercial entities like The Shaskeen, Diz’s Cafe and the Hitchcocks’ Orbit Group, The Bookery and The Factory on Willow in Manchester.

“The more people we have on our endpoints, the more effective, affordable and able we are to continue this business,” said Hitchcock.

While the city is already served by Comcast, Adored is competing based on affordability, personalization and responsiveness.

Customers pay $55 a month, after purchasing an optional router and $100 installation fee.

Adored’s team maintains responsive communication and feedback with customers. One installation employee recounted the story of being recognized by a customer downtown and receiving a warm welcome.

“People want more; they want different,” said Hitchcock. “Everyone’s cutting the cord right now and they’re realizing what they have doesn’t fit their needs anymore. We’re hoping to slide into that niche of what people actually need, thinking a little bit more forward of (creating) a supportheavy service organization.”

Minim, another company the Hitchcocks cofounded, delivers smart software-driven communications products to ensure a personalized and secure Wi-Fi experience, enabling Internet of Things products.

When they launched that venture a few years ago, they realized they need to better understand the internet constraints of their customers, as service plays a significant role in future adoption of IoT products.

So they partnered with a Wilmington, Del., company called WhyFly, which had founded a successful WISP — wireless internet service provider — in a market similar to Manchester.

WhyFly Manchester took off, but Hitchcock said the two teams parted ways after seeing it was hard to run two disparate local businesses.

Despite the cities being similar, Wi-Fi service takes on the “flavor of the community,” said Hitchcock.

She envisions several community events and arts opportunities in the city that would be supported by partnering with Adored.

For instance, Adored worked with the New Hampshire Business Committee for the Arts by providing public Wi-Fi in Arms Park, so visitors could download an augmented reality program that allows them to see artwork from elsewhere in New Hampshire while in the park.

“It’s really cool except for it takes a lot of data,” said Hitchcock. “So they’re actually using our wireless up there to make sure there’s enough bandwidth for people to download that program and start to use it and view the artwork.”

Downtown, the Soofa sign installed outside of 848 Elm St. uses QR codes to direct visitors to locations throughout the city.

And, with ongoing developments in the multiunit dwelling space, Hitchcock sees opportunities working with landlords interested in installing geo-fencing key fobs (allowing a tenant to enter a building using your keys or phone in your pocket and a swipe of your hand), cameras or smart thermostats.

Adored’s team assisted with installing such IoT devices at the Hitchcocks’ newly opened residential property, The Factory.