O2 is claiming to be the UK’s fastest-growing Wi-Fi operator after signing up 10 million customers, less than three years since launching its first hotspot.
The Telefonica-owned operator said one new user joined every six seconds in 2013, thanks in part due to a business model that ensures anyone can register to use the service.
It now offers hotspots in 10,000 locations across the UK, including partnerships with retailers such as McDonald’s, Debenhams and Costa Coffee and venues such as The O2 entertainment complex and Bluewater shopping centre.
[Read more: O2 wins Argos Wi-Fi deal in the UK]
Gavin Franks, MD for Commerce at O2 said the news was a “significant landmark milestone”.
Further, O2 said Wi-Fi users are “voracious consumers” of digital services. Measuring those customers with an O2 mobile device, Wi-Fi users are up to 10 times more likely to take digital services and five times more likely to engage with offers and digital loyalty programmes.
Such consumers are “extremely attractive” to venue partners and retailers, according to O2, which said it is hoping to grow the number of businesses it works with.
“We’re on a mission to work closer with venues to help them connect deeper with users,” said Franks.
“We want to help our portfolio of partners bring their brands to life for customers. From promotion with our partner Weve, to compelling retail offers through Priority, mobile payment capabilities such as Charge to Mobile and broader data analytics from Smart Steps, it’s about making customers lives better through our digital services.”
Last month, Telefónica launched a “Universal Wi-Fi” service for the enterprise market that allows access to 1.3 million hotspots around the world.