UK's O2 takes Wi-Fi offload to another level by offering personalized services

Europe's operators are embracing the Wi-Fi offload concept, but UK-based O2 is taking the concept further by looking to add value to the venue where its deployed. The company's business model is based upon offering smartphone users (which can be subscribers to rival networks) a personalized experience when they enter a venue equipped with O2 Wi-Fi. This could include a welcome page where the venue can place relevant and targeted content. Special Report