Earlier this week, Google announced that it is partnering with airports and their wireless internet providers in major US markets to offer free Wi-Fi at 47 airports this holiday season.
The news comes as Google’s two major online search competitors, Microsoft’s Bing and Yahoo, also introduced free Wi-Fi promotions at various airports, hotels, and travel destinations across the country. Previously, Google and eBay had revealed plans to offer free Wi-Fi to in-flight passengers on Virgin America and Delta Airlines, respectively.
Google, Microsoft, and Yahoo are trying to capitalize on increasing demand for public Wi-Fi to help promote their search and other online offerings. In doing so, the companies are offering a boost for public wireless providers eager to capture additional market share and expose travelers to the benefits of using their services on-the-go – while having a major sponsor foot the bill.
The number of public Wi-Fi hotspots around the world is on the rise and has grown from 53,746 in 2004 to 258,853 in June 2009, a 400% increase, according to an August report from JiWire, a public Wi-Fi provider which partnered with Microsoft on its new free Wi-Fi program, MarketingCharts reports.
The strongest demand for public Wi-Fi comes from travelers. In North America, more than half of Wi-Fi users access Wi-Fi service from hotel and resort hotspots.
However, while 19% of Wi-Fi hotspots are free, the rest require payment, JiWire found.
Partners in Wi-Fi
To provide the service, Google will work with Boingo Wireless, Advanced Wireless Group, Airport Marketing Income, and others to provide free Wi-Fi through January 15, 2010 at airports in cities that include Las Vegas, San Jose, Boston, Baltimore, Burbank, Seattle, Miami, and St. Louis.
Microsoft and JiWire announced a program earlier this week, originally launched in September, which enables consumers to access free Wi-Fi at thousands of participating airport and hotel hotspots in exchange for one search on the company’s new Bing search engine.
JiWire said that initial results from the Bing campaign showed significantly increased consumer attention with an average engagement rate of nearly 30% across the ad network, and some locations performing as high as 45%. The company also noted that users were returning to Bing to perform multiple searches during the same session.
Also this week, Yahoo announced a partnership with The Times Square Alliance to bring free wireless internet access to New York City's Times Square through next year.
In-Flight Wi-Fi
Last October, Google announced a partnership with Virgin America Airlines to offer free in-flight Wi-Fi to all its passengers during the holidays.
Last week, eBay, Delta Airlines, and wireless partner Gogo said they will offer free Wi-Fi to passengers on nearly 300 airplanes with domestic destinations for seven days, beginning Thanksgiving week (Nov. 24, 2009).
The companies will offer passengers a promotional code which will enable their service and take them directly to the eBay homepage.
