INSIDE THE NEW

BOINGO WI-FI

COMING TO

WESTFIELD MONTGOMERY MALL

Another Robert Dyer @ Bethesda Row Exclusive!!!

So, what is this Boingo Wi-Fi that will soon be free to use at Westfield Montgomery Mall?

Here's an exclusive preview of how Boingo works.

First, you download the Boingo App to your laptop, Kindle Fire, Nook, iPhone or Android smartphone. Once you create a username and password, the Boingo App will automatically find the signal inside the mall, and connect your device. The next time you visit Montgomery Mall, the app will automatically log you in again.

In addition to surfing the net, you'll have access to Skype and the ability to send and receive large files, such as video.

The app will also facilitate display advertising, which potentially could allow the service to alert you to sales at nearby stores within the mall, or direct you to events taking place on the premises.

It's not clear whether or not Boingo makes use of cookies or other methods that would allow even more highly-targeted marketing. For example, if the software knew you shop online at Gap or Guess, it could alert you to a new pair of jeans that just arrived in the store at the mall. The marketing possibilities are endless.

Whatever the level of marketing, Boingo assures users that their information will not be shared with anyone.

What do you think? Will you make use of the free Wi-Fi at the mall? What do you think about the possibility of receiving targeted ads from mall retailers while using the service?

Feel free to leave your comments below, and don't forget to follow me on Twitter at @BethesdaRow!