Microsoft is CabConnect’s launch customer, bringing free Wi-Fi to London taxi passengers via a network of 225 branded cabs. The initiative is part of a wider campaign that aims to showcase the benefits of Microsoft’s business solutions to their key audience of business managers and decision-makers.

In partnership with technology specialists Track4Services, the launch of CabConnect marks Ubiquitous as the first taxi advertising operator to install easily accessible NFC tags into branded cabs alongside a stable wireless internet connection.

This technology combination will enable passengers to access the Microsoft for Business mobile hub via their smartphones or other mobile devices, where they’ll discover how Microsoft products could help improve their businesses performance and productivity. Alternatively, if passengers simply wish to access the internet, the service is provided for free. The campaign has been planned and booked by UM London and Rapport, with creative and mobile content by Wunderman Worldwide.

Since Transport for London approved plans to install free Wi-Fi into Hackney Carriages in December 2012, this is the first time that a taxi advertising campaign has included branded Wi-Fi with an interactive advertiser hub. Ubiquitous’ installation of NFC marketing is also the inaugural trial of the new technology by the Taxis and Private Hire office, the department of TfL that regulates London’s famous taxi service.

Philippa Snare, CMO, Microsoft commented, “London continues to hold an authoritative position on the world business stage, so providing effective business solutions for hardworking professionals has always been a key focus for us. Offering busy people free Wi-Fi during their taxi journey is the perfect way to demonstrate how Microsoft provides beneficial solutions. Additionally, there’s the opportunity for passengers to explore our mobile hub at their own pace, via their smartphone, allowing them to take the lead in the brand engagement experience.”