Some New York City retailers are taking free in-store WiFi to the next level, socializing the channels via Gowex's We2 service to allow communications between them and consumers. When consumers access WiFi via the We2 application, they consent for stores to geotarget them with special offers. In exchange, the stores must agree to offer free WiFi to We2 users. "At the end, this is not anymore free WiFi, it's profitable WiFi," says We2 CEO Carlos Gomez Vendrell.
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