People in London now have a new way to get information while they are out and about. BT and the City of Westminster, in conjunction with io global technologies, have launched BT MyPlace, a service which provides location targeted, sponsored services and advertising through the BT OpenZone network of wifi hotspots.

BT MyPlace delivers targeted, sponsored services and advertising including restaurant, bars and shopping recommendations, plus audio downloads including books and walking tours. Using io global technologies, BT MyPlace presents people with information based on their preferences and location within central London and the West End.

Billed as a “pocket concierge”, the BT MyPlace portal will contain six key service areas;

• Find my nearest,
• Live & Work,
• Explore,
• Enjoy,
• Entertain and
• Get Around.

A Special Offers service is also available which alerts people to current promotions and offers in and around London. The services are available to people via a combination of advertiser-sponsored content and paid-for downloads.

BT MyPlace is also sponsored by Cisco and Intel. Content partners include Discovery Audio, audible.co.uk, KODAK Gallery, London Pass, LOVEtheatre.com, Time Out and Top Table.

ITN On is also developing content specifically for the service, including Movie Buff, the weekly review for film goers, and London Talking, featuring video conversations with different Londoners about their favorite places.

Westminster City Council’s head of research and development, Tim Stranack, said:” This is an innovative use of the wireless network. It benefits those who live and work in Westminster and is an excellent service for the millions of visitors and tourists who come to the city each year.”

“The increasing number of people who have Wi-Fi-enabled mobile phones, music players and portable games consoles will be able to access this information for free. We are extremely excited to be the first UK council to offer these location-based services.”