PreacherTom writes "Microsoft is moving to be the latest player to bring its formidable weight to bear in the growing Wi-Fi market. The software giant's recent deal to provide content and services through partnership with municipal Wi-Fi operator MetroFi in Portland, Ore., will intensify the battle between Google, Yahoo!, and MSN for online traffic. Why the focus? Content providers who capture the growing municipal Wi-Fi market will be in a better position to enjoy higher traffic to their sites and greater customer loyalty — and, as a result, grab a greater share of the $16 billion of expected online advertising dollars this year, according to consultancy eMarketer. 'It's a battle for eyeballs,' says Matt Rosoff, an analyst with the consultancy firm 'Directions on Microsoft'."