"The GSMA and the Wireless Broadband Alliance (WBA) have announced they are working together on a solution that will allow smartphones and tablets to seamlessly roam between Wi-Fi hot spots and mobile networks.
The two industry bodies intend to use SIM card authentication to log devices onto Wi-Fi hotspots, avoiding the need for “device configuration, the use of access keys and the various mechanisms for acquiring and paying for connectivity,” and allowing operators to identify users whether they are on a mobile or Wi-Fi network."- from here.
It is a new way to go for SpotEx. Wi-Fi hot spots will identify mobile users - it is from GSMA and present context-aware data for them - it is from SpotEx.