Supermarkets are set to benefit when O2 rolls out a free nationwide WiFi network accessible by anyone regardless of whether they are O2 customers.

"Anyone walking into a supermarket will have free access to the WiFi," said Gavin Franks, MD of WiFi at Telefónica O2 UK. "As a customer comes through the door and connects to the network, the supermarket can send a welcome message with the special offers of the day. It will transform the marketplace for user experience."

The hotspots will be managed through partnerships with 15,000 retailers, starting in March.