Wifi Revolution

According to The Boston Globe, “customers will be able to access free WiFi (News - Alert) at participating McDonald’s by opening their browsers, connecting to the access point, and accepting the agreement terms.”

 

“McDonald’s WiFi customers also have access to customized content, including free digital versions of USA Today, The New York Times and BusinessWeek,” Bernier wrote at the time, adding that McDonald’s thought delivered content could be “a differentiator” for its on-site Wi-Fi service.

 

 The hamburger giant, heady with its plunge into the 21st century, discussed “exclusive online content” at the 2004 announcement. Greg Waring, director of business development at the time, noted that McDonald’s was conducting its “I’m lovin’ it” campaign with Justin Timberlake, and mused, “if Justin were to launch a new album, wouldn’t it be great if you could get it first through us?”

Many analysts see the move as a shot across the bow of McDonald’s competitors, including Starbucks.

That’s right: As industry observer Katherine Gloverid, “though the companies are rarely willing to acknowledge it, Starbucks and McDonald’s have become fierce competitors since McDonald’s started rolling out its McCafés and offering bargain espresso drinks nationwide.” sa

 

Glover noted, “it was already absurd that Starbucks charged for wireless Internet, given that the vast majority of independent coffee shops and smaller chains offer that service for free.”

 

Increasingly, charging for WiFi is starting appear as chintzy as charging for the use of chairs in cafes and fast food outlets. According to wireless online advertising company JiWire (News - Alert), 35 percent of public hotspots in the United States are free, versus 19.5 percent worldwide.