‘CoolBand’ Luke: Shell offers wide-area-network option to operators CSP Daily News March 6, 2006 By Angel Abcede

HOUSTON -- In an effort to offer an alternative to its current satellite network, Shell Oil Products U.S. will provide its roughly 10,000 branded operators a broadband option called “CoolBand,” involving a certified group of wide-area-network (WAN) providers.

The program, which set standards for broadband suppliers and has negotiated special rates for Shell-branded operators, has already has drummed up interest through the certification period that began last summer. The first provider certified, Nashville-based Cybera Inc., has signed up five operators with installations ranging from 25 to 100 stores.

Duffey said Shell Oil Products U.S. leveraged its entire network to negotiate price, thereby making the option more affordable. The Houston-based company also set standards, emphasizing the use of private networks vs. ones that use the public Internet.

“[Shell] is making sure they’re getting a quality, consistent connection out to its distributors and franchisees,” Duffey said, noting how Shell will tout the new program at its brand convention being held this week in Las Vegas. “[Shell] sees it as a competitive advantage, bringing more value to the Shell-branded store than other brands; [company executives] feel the program will help in the retention of jobbers and will be a strategic marketing tool to entice others to switch brands.”

Cybera (and additional network-management firms or broadband services that achieve Shell certification in the future) would support all of the enterprise applications linked to Shell. CoolBand, named after Hugh Cooley, a broadband advocate within Shell, would not only allow operators to hook up their stores with high-speed access, but will allow for additional applications like video surveillance, inventory management and digital communications options like voice-over IP (Internet protocol). The CoolBand network can also include both Shell and non-Shell branded locations.

Part of the certification process that Cybera went through and that future network providers will have to follow is what Shell officials said are “high security and reliability” standards.

“CoolBand is an important technology initiative for Shell,” said Paul Stanifer, Shell’s general manager for operation support, “and for independent operators who want to achieve a competitive advantage by using technology more effectively.”

Bob Pierce, director of information systems, Forward Corp., a Standish, Mich.-based retailer with more then 30 sites, said the program thus far has surpassed his expectations. As one of the first independent operators to implement the CoolBand program, Pierce said, “The Cybera network is one less thing that I have to worry about. They have taken care of everything.”

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