Virgin Media is aiming to rent out its London Underground wireless broadband network after the Olympic Games.
The broadband provider is offering free Wi-Fi at more than 80 Tube stations during the Games, in a bid to help keep passengers up to date with travel information and the latest sports news.
But after the Olympics are over, and the free provision agreement expires, Virgin Media is aiming to profit from its Wi-Fi network - which will be extended to 120 stations by the end of the year.
According to reports, the firm has sent out proposals to rivals - including Vodafone, O2, BT and TalkTalk - and is welcoming bids for network access.
Virgin Media Business' Managing Director Mark Heraghty said the firm is speaking to a range of potential wholesale partners.
These include mobile operators, broadband providers and other service providers, about its new Wi-Fi service on London Underground, he noted.
"Our next-generation Wi-Fi is connecting the millions of Tube journeys made each day and we want to make Wi-Fi on London Underground widely available with a wholesale model combining the best consumer experience with real choice," Mr Heraghty stated.
Commenting on Virgin Media's plans, Gartner Research Director Jessica Ekholm said the firm should be able to open up revenue opportunities by allowing wholesale access to its Tube network.
"Virgin Media will be able to offer a service that Londoners and tourists alike have been asking about for many years - access to web and emails in the Underground," she noted.
"By wholesaling Wi-Fi they will open up the possibility for other providers to get a competitive edge and to take advantage of future network developments."