Stories focussing on companies and organizations offering free Wi-Fi are rarely far from the headlines at the moment, highlighting a significant change in the level of service now on offer to existing and potential new customers.

Something as straightforward as allowing members of the public to access the Internet, emails and social media accounts free of charge is clearly becoming a unique selling point (USP) when it comes to attracting new revenue streams and adding ‘value’, that buzzword we hear so often.

Debenhams is the latest high-profile retailer to embrace offering Wi-Fi for nothing in all of its 167 stores, with company director Simon Forster confident the initiative will reap rich rewards.

Forster told retail-week.com: “We’re seeing the shape of shopping in the future emerging right before our eyes.

“With over one million customers already with our app on their phones, free Wi-Fi in stores has the potential to transform how people shop.”

Will it boost sales for Debenhams? Or will people simply head to Debenhams so they can surf the net in general?

Only time will tell, but there’s no doubting that it’s a positive move for consumers, as is the free Wi-Fi scheme being phased into the London Underground network.

Several stations – including Oxford Circus and King’s Cross – have gone live already this month and it’s expected that 80 stations will have Wi-Fi access thanks to Virgin Media by the end of next month in time for the London 2012 Olympics.

Virgin Media CEO Neil Berkett told pcadvisor.co.uk: “This is a truly historic moment as we connect millions of Tube passengers to the wonderful world of the internet for the first time ever.

“Our plans for getting London Underground online were very ambitious from the start and, in less than just three months, we’ve launched a major new service, making London one of the world’s leading connected cities.”

Mayor of London Boris Johnson said: “Millions of passengers will now be able to connect to their work, friends or access the latest news and travel information while on the move.”

Does your company offer free Wi-Fi? Has it been well received by customers? Get in touch!

(Photo courtesy of osde8info on Flickr)