They currently update twice a month, bi-weekly, and that seems to be sufficient for the advertisers at this time.
I'm sure they will upgrade that system if and when the numbers make sense, I kind of like it that they don't do something just for the sake of doing it.
As it is, if the advertisers are not willing to pay extra to cover the cost of the wireless system, I don't see it as improving their competitive position at all. A competitor WITHOUT the wireless technology would get an advantage over them in that case since they would not need to charge the advertisers that extra cost (Thus they could charge less CPM).
Keep in mind, wireless is not simply a one time cost...There will be monthly service charges, etc etc. The 10-K might claim "reduction of overhead" but from my conversations with management doing this upgrade would NOT reduce net expenses. Of course, the numbers can change: Advertisements might become willing to pay for the extra functionality, costs of wireless will continue to go down (capex and monthly service fees), current overhead may continue to increase as the network size increases, etc.
The fact is, the wireless upgrade is a matter of WHEN not IF. Over time, employee wages will keep going up, wireless-implementation (capex and service fees) will keep going down...The most important fact is that CPM rates will keep going up, making advertisers pay less and less percentage-wise for the upgrade (Since that upgrade is fixed-cost). At some point it will make sense for all parties involved, I just don't think that time is now.
-Fernando
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