I think that if they took a small step to educate consumers about the benefits of wifi, more people would use it.
Frankly, the average consumer doesn't want to deal with it. They want something simple.
1) At the point of sale, it should be explained in person or over the phone the benefits of wifi.
2) With every phone there should be a seperate printed sheet of paper that explains the benefits of setting up wifi on your phone.
3) Send text reminders to customers who do not setup their home wifi.
4) Other incentives should also be provided (monitary, prizes, discounts, blah blah blah)