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silicon.com launches 'Fair Wi-fi' campaign
Time for a change...

By Will Sturgeon

Published: Tuesday 30 January 2007

silicon.com is today launching its 'Fair Wi-fi' campaign to highlight the problem of rip-off prices for internet access at hotels and to push for a number of key improvements for business travellers.

The business community is becoming increasingly mobile and the requirement for always-on connectivity has never been greater. Yet hotels seem intent on fleecing guests rather than trying to service this demand in a way that would breed loyalty among important customers.

With its Fair Wi-fi campaign silicon.com is looking to...

♦  Raise awareness of the problem of hotels overcharging

♦  Inform the hotel industry about the strength of public opinion opposed to excessive charging

♦  Encourage hotels to be more open about their charges and better inform consumers

♦  Publicise user demand for wi-fi access

♦  Provide expert opinion and highlight best practice where hotels have shown it is possible to offer reliable and cost-effective wi-fi services

♦  Enable consumers to make more informed decisions about where they stay

Business travellers are being treated as cash cows, and businesses, end users and politicians are backing silicon.com's call for change. Our goals are highlighted in the box (right) where we have outlined what 'Fair Wi-fi' is all about.

Lending his support to the campaign, David Laurie, CEO of internet service provider Madasafish, said: "As the cost of broadband continues to fall, it seems hotels within the UK are determined to maximise profit rather than permit guests to benefit from improvements in cost, accessibility, speed and connectivity."

Andy Pepper, director of business information systems at Tetley Group, told silicon.com hotels should provide wi-fi as a basic utility. "I would like to think wi-fi could be treated the same as hot water and heating," he said.

Nigel Wallbridge, chairman of Nomad Digital, said: "Hotels are missing a trick with their wi-fi offerings. Most still treat wi-fi as an extra revenue service like laundry or an airport shuttle rather than using it as a marketing tool to differentiate themselves from the competition.

Wallbridge said: "Unoccupied rooms cost a lot more than free or discounted wi-fi access, yet very few hotels in Europe, unlike North America, are currently considering this as a way to get more guests through the door.

"It's time the hotel industry changed its attitude to offering internet access."

Bob Vickers, UK General Manager at Aruba, said: "We live in a society where gaining access to information while on the move is key and a sensible tariff structure for wireless access is important - particularly when looking at positioning the UK at the forefront of an ever evolving mobile market."

Grant Shapps, Conservative Party MP, said: "The cost of a high-speed internet connection is one of the factors that helps business people decide where to do business and hotels that still charge big numbers for short periods of time online are damaging their own best interests long-term."

The issue isn't just about pushing for free wi-fi but rather we are also trying to encourage hotels to rethink their pricing policies.

Ben Booth, CTO of market research company Ipsos, said: "Maybe a modest fee is fair but personally I would not pay more than £5 per night."

Yet we know from our own research some hotels are charging as much as a £50 flat-rate, while others charge guests £20 per hour.

We say it is time for a change and we need your support. Please take a minute to sign our petition.