Why are B2C companies offering WeatherPlanner to its users/members?

We are all consuming content now in a totally different way with mobile. Long, online sessions have been replaced by hundreds of fragmented interactions and we are turning to mobile devices for bits of information whenever we can grab them. It is in these moments when decisions are made, preferences are shaped and calendar entries are made. Checking weather is such a vital component to so many of these decisions that it is one of the top activities adults are doing online/in apps. B2C companies recognizes this and want to make available the WeatherPlanner outlook on their apps, tools and websites to help their users to plan the events, trips, activities and special moments in their lives.