iTune with your Big Mac, sir?

I have already said that mobile Internet is on the way up. With Mobile Search fast behind. However the biggest issue for consumers in the UK at the moment though is price. How much does the Internet cost when you`re out and about?
I know at the moment on my O2 contract I pay roughly 25p per 100KB of data downloaded. But more fool me because many mobile networks have tariffs now that include data browsing for free. I tend not to use my mobile that much for mobile browsing anyhow. Although figures suggest that mobile phone browsing is on the up.

The other side of the coin is WiFi access. With StarBucks firmly leading the way in the UK with their partnership with T-Mobile offering WiFi hotspots in over 400 of their UK outlets. It is now quite feasible for me to get up from my desk, take my laptop with me across town to my local StarBucks, get logged on and go. Except that with the hotspots being T-Mobile the service is quite expensive. At £5 per hour or £40 for 30 days I think I`ll stay in the office for now.
For the time being anyway because it seems that another premium American food outlet is following in StarBucks footsteps, McDonalds. McDonalds is planning on rolling out a WiFi Internet service to all of its UK outlets. All 1,200 of them and the service is supposedly going to be free! A big incentive to pull mobile users away from Starbucks and into their restaurants.
Speaking recently Steve Easterbrook, McDonalds UK Chief Executive wants to encourage new users into McDonalds around the country.

“I think everyone now has WiFi enabled equipment so I think this will appeal to our existing customers and I think it may well attract some new customers.”

If McDonalds offer a service that doesn`t require a web browser based log-on then technically not only could I walk into McDonalds to do my work, I could also connect my new iPod Touch and start downloading music direct from iTunes whilst I wait in line for my Extra Value Meal.
You`ll be able to check your email, browse your FaceBook account and even search for the nearest other McDonalds in the area, all whilst sitting and eating your supersized meal or not as the case may be. Easterbrook also said that the service will be an incentive to purchase but it is not necessary.

“Well people might be using the facility and I`ll tell you what, we`ll encourage that so if they want to come in and buy a latte and enjoy the free access we haven`t got a problem with that whatsoever.”

They don`t do things by half`s do they those crazy people under the golden arches.
So what does it mean for mobile search in the UK? With more facilities and options to gain access to mobile Internet more people are going to do so by any means. More people connected by mobile devices is surely going to mean more people are going to mobile search. I know that no matter how I connect at some point in my session I am going to hit Google and look for something.

Martin