BSkyB's 'The Cloud' Offers Unlimited Free WiFi in the 'Square Mile' of London
BSkyB's public WiFi provider "The Cloud" now offers unlimited free WiFi in the 'Square Mile' of London - London's financial district, often called "The City". The Cloud signed an extension to its agreement with the City of London Corporation last Monday to maintain a service which, according to the City of London website, covers an area from St Paul’s Cathedral to The Gherkin (both famous London landmarks), and caters to around 400,000 people.
Given that the Square Mile has the densest concentration of smartphones in the entire United Kingdom, viable WiFi is essential to the running of the area. The Cloud's service was initiated during the London 2012 Olympics, but in September of this year the company established a "15 minutes" free WiFi service where, beyond the initial free 15 minutes, users had to pay for services. The company returned to its entirely free model after gaining significantly more users over summer 2012. The free service is funded by advertising and will also provide news from Sky News and Sky Sports News, as well as travel information from UK government organization Transport for London, or TfL.
"The agreement comes after a temporary arrangement with The Cloud to offer free WiFi proved popular during the Olympic and Paralympic Games, with users of the network increasing by almost 100 percent compared to the previous three months," a spokesman of The Cloud explained.
The Cloud's free WiFi service compliments those provided by a number of providers throughout London. These include O2 which provides unlimited free WiFi in the Westminster area and Virgin Media which provides services in many of London's underground train stations.
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