With the recent approval of the 802.11n band for WiFi transmission, Ruckus Wireless, a WiFi solutions provider, launched recently a viable option to wireless broadband that could compete head-on with 3G wireless networks, company executives claimed Wednesday.

Aptly dubbed "Wireless Broadband Access" (WBA), the vendor's end-to-end solution builds on a stable WiFi platform--which doesn't require radio frequency licensing unlike 3G--in generating wireless access for broadband users.

"Conventional approaches are not enough anymore," alleged Bart Burstein, vice president for business development and product management, Ruckus Wireless. "Fixed line is becoming too costly, especially in terms of installation and monthly dues."

With the WBA solution, Burstein said operators and broadband providers can offer a scalable and stable Internet access to its customers at one-fifth the cost of WiMax, touted as the next-generation wireless broadband access technology.

"Wimax entails huge investments on base stations, transmitters and licenses," Burstein said. "Our products are less expensive even if they require installation of more native devices."

Ruckus Wireless' solution leverages its stable of WiFi products built on a "Smart WiFi" antenna platform which, the company claims, offers better range, performance and reliability.

Compared to conventional WiFi routers that dispel signal sporadically across a predetermined range, Burstein said the Smart WiFi's signal is very direct and targeted, "like a concentrated flashlight."

More importantly, the Smart WiFi antenna can detect the locations of the device, even if it keeps on moving. "If something is blocking the path of the signal to the device, it will find a way around it," Burstein noted.

In the area of range, speed and penetration, WBA is in a good position to compete as well. Burstein noted how through Smart Meshing, which uses a number of Access Points that receive and transmit WiFI signals to other APs over a determined area, WiFi signal can be achieved strongly up to about 100 meters. Smart Meshing, he added, likewise make scalability possible.

"WiFi's low radio frequency, coupled with our strong CPE (customer premise equipment) acting as a receiver, allows signal to penetrate thick walls," Burstein noted, adding that the 802.11n backhaul system allows transmission speeds of up to 600mbps, making wireless broadband possible.