Using the Olympics to Promote Small Wi-Fi Hotspots

The top of the O2 arena in London. Photograph by Peter Macdiarmid/Getty Images

U.K. operator O2 has launched a new, free-to-use, outdoor Wi-Fi hotspot network in London just in time for the Olympics. The scope of the network isn’t big—only 100 access points, compared with the 1,500 being installed by BT (BT/A:LN) for the Olympics—and it’s centered in London’s high-tourism West End. But there is something special about this tiny Wi-Fi launch.

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