FREE Wi Fi (even on trains)

It won't be long before free Wi Fi is everywhere. But until that happens, you'll still pay for it on a UK train and in most UK airports. Why?

Given that 3G access is at it's worst in these environments, you would have thought that all sorts of brands could be taking this opportunity to add value to the travelling experience up and down the country. While train operators and airports continue to charge upwards of £4 an hour to access their wi fi networks, it seems like an obvious opportunity for brands to step in and help. The rail operator can still make their money by selling the 'package' to a brand, while the brand can then add some genuine value to the consumer, a consumer that has plenty of time on their hands and may be more receptive to accompanying messages as a result.



A rarity: Free wifi in an airport

On the train lines, it could be a High Street bank targeting daytime travellers in a bid to help travelling SMEs and start ups that choose not to travel 1st class. It could be coffee brands in the morning, or entertainment focused brands in the evening helping commuters get more out of their journey.

Or it could be linked more directly to purchase - at airports, proximity retailers could supply the service, enabling them to showcase products, or even drive footfall by distributing the passcode in the store itself. Or maybe global campaigns such as that one by 'the world's local bank' could do more than just plaster the walls with posters and add some tangible value to the international traveller who is less likely to be using 3G abroad. The 'media' is in place, there's a desire from the audience, so why hasn't it happened?