Fixed Mobile Convergence

JiWire Europe, the specialist WiFi media channel, is working closely with British Telecom (BT (News - Alert)) OpenZone to deliver targeted third-party advertising across nearly 185,000 WiFi hotspots throughout the U.K. that includes cafes, leading hotels, airports, and wireless cities. JiWire Europe is the first overseas operation of JiWire that is based in the U.K. and enjoys exclusive partnerships with AT&T, T-Mobile (News - Alert) and Boingo in the U.S.

Under the partnership, JiWire will offer its innovative ‘Captive Display’ program that provides added visibility when customers connect and 'Ads for Access' program that guarantees deep brand interaction. Advertisers and their agencies can leverage the unique U.K. platform to reach maximum number of ‘On-The-Go’ audience who are aggressively accessing WiFi (News - Alert) Internet via their mobile phones, laptops, iPads and other devices. JiWire has enabled over 100 premium brand advertisers in the U.S. with the likes of Microsoft, Jeep, Virgin America, Hyatt Place, and Buick to reach millions of people on the move.

With over two million public WiFi locations across the U.K. and Ireland, BT OpenZone has deployed an extensive high-speed public wireless network providing WiFi connectivity in a variety of premium venues including Starbucks, Welcome Break, Roadchef Motorway Services, American Airline lounges, Thistle, Ramada Jarvis, Forestdale and Menzies hotels. In a press release, Chris Bruce, CEO of BT Openzone, said, “JiWire (News - Alert) has pioneered the monetisation of the U.S. WiFi marketplace for several years and is a leader in location-based advertising across online and mobile, and thus make an excellent company for us to work with as we look to engage our consumers and add value to our venue partners.”

With the launch of JiWire Europe, JiWire extends its location-based inventory offering to its advertisers that includes automotive and B2B companies, consumer electronics, finance, as well as entertainment and travel brands. Digital industry veterans and investors Mark Hindmarsh and Peter Jones will head JiWire’s U.K. operations. While Hindmarsh has co-founded and managed several innovative startups, the audience targeting tool X+1 was launched by Jones in the U.K. before the launch of SearchRev in Europe.

As per the 2Q 2010 Mobile Audience (News - Alert) Insights Report, 36 percent of the On-The-Go Audience would like to receive location-based advertising about the closest stores while 37 percent of them are taking advantage of their location apps in their local area when travelling.