Skype is rolling out free wi-fi to high streets locations and businesses in the UK and Ireland, through a partnership with wireless solutions provider Wicoms.

Using the Skype Wi-fi app, users will be able to access the wi-fi by logging in with their Skype ID. Retailers will then be able to push product and information special offers to customers – Skype is selling the service as a way of discouraging customers showrooming on their mobile in-store from buying items from competitors.

Following a free test period during October, businesses will be able to offer Free Skype WiFi for a one-off router cost, plus a monthly subscription.

“Simplicity is at the heart of everything Skype does. We believe that internet access should be available to everyone in a simple and affordable way,” said Shadi Mahassel, Skype Access program manager. “Our partnership with Wicoms enhances our ability to make Skype universally accessible and expands on our wi-fi strategy, which today provides paid wi-fi access at over one million locations worldwide.”

The industry responds

According to Mark Haviland, MD of Rakuten LinkShare UK, the move is another sign of just how vital mobile has become on the high street.

“The news that Skype is launching free wi-fi is a call-to-action for retailers to realise that online has an integral role to play on the high street – the channels should be working together, not competing against one another for sales,” says Haviland. “For retailers looking to capitalise on this multichannel environment, an affiliate campaign links online with bricks-and-mortar stores easily and innovatively. Working with publishers such as style blogs, voucher sites and augmented reality apps, retailers can use a mobile campaign to direct shoppers to their stores. Going digital is the future of shopping and mobile is the perfect way to merge these marketing channels to drive sales.”