Sneakernet: The Caveman of Network Connectivity

When we think of technology, we often look to the bleeding-edge to tell us what is coming next. I have seen some very interesting applications in the digital media realm. Some are realistic while other are simply “out there” in their thinking and mentality of what works and what does not. When it comes to technology some are on the left of the bell curve, while others are on the far right. Nowhere is this more annoying than in the arena of network connectivity. Connectivity is what separates the men from the boys–in more ways than one. Those who run digital signage networks without a “real” connection are really not running a network of screens at all because they are not networked together. This post will discuss further the sluggish approach of using a Sneakernet approach for connecting to a network.

There are various forms of connectivity including LAN, WAN, cellular, and satellite. Often we forget of the homo erectus of network connectivity: the sneakernet. What is a sneakernet? Wikipedia states the following:

Sneakernet is a term used to describe the transfer of electronic information, especially computer files, by physically carrying removable media such as magnetic tape, floppy disks, compact discs, USB flash drives, or external hard drives from one computer to another. This is usually in lieu of transferring the information over a computer network. This mode of data transport is often used as an academic example to illustrate the trade-off between latency and bandwidth.

With small, local advertising networks, some organizations start out small and slowly grow as time progresses and advertising is able to feed the technology. I know of several organizations who have used the sneakernet approach, claiming it costs too much for a actual network connection. But when is the break even? When does driving to a location to switch out content become, not only a headache and time waster, but a money waster when compared to the other efficient forms of remote content management and distribution? This could depend on a number of differing issues including, but not limited to, the following:

• How often does the content need refreshed? If the audience turnover is high, perhaps the display does not need it’s content refreshed all that often, unless of course clerks and employees are getting annoyed with the same content loop.
• How big is the “network” of screens (I use the term network loosely here given the fact that the screens are really not networked)? If the network grows to any sort of size at all then the cost of doing a sneakernet upload to the displays could be costing much more than a standard connection. Determining a break even number of displays and a geographic network size where you can eventually say, “enough is enough!” and move to a “real” connection is a determination that needs to be made.
• How much bandwidth do you need to upload the files? Amount of bandwidth needed and the number of regular updates can be a determinate of what is needed for connectivity. If you need only semi-regular updates with absolutely HUGE files, sneakernet may be an option (that is if all your screens are on a private network and within the same building .
• What type of network connection would you use, if you upgraded the sneakernet? Making a decision such as this is not always cost-related. It could be based on network security, reliability, and availability. Some types of connectivity are more secure and reliable than others, while some types simply aren’t available. For a gas station in rural Montana, for instance, you probably aren’t going to be able to get a T1 line.

One of the network operators I spoke with several months ago told me about how his small ad network had grown to about 35 displays. He was uploading the displays once a week using several thumb drives. He was looking for a way to simplify his life. He no longer had time for anything else because he was spending so much time changing out content on the network. For the sake of efficiency, he quickly changed out the connectivity options and technology on his network.

When is it okay to use the sneakernet as form of data transfer? I guess it certainly does depend on your situation. However, my advice if you are at least attempting to manage and run somewhat of a legitimate digital signage network: move into the 21st century and put together a real digital out-of-home network.