With the prevalence of 3G networks and free Wi-Fi hot spots as far as the eye can see (AT&T boasts more than 20,000 nationally), it's difficult to get customers to pony up for an hour of Wi-Fi. The trick for Starbucks will be to separate the spenders from the non-spending surfers.Ĥ. It keeps butts in the seats and the coffee flowing. The longer you stay, the more you may buy. Most coffee shops want you to get in and get out.
And guess what? Users must log in with a unique identifier so Starbucks will know who you are, where you are and probably get a read on your Web habits, meaning it can later target and tailor content and adds directly to users. And Starbucks said that content won't be available anywhere else. Through a partnership with Yahoo and others, the service will funnel targeted local content to free Wi-Fi users. Along with offering free access, Starbucks is launching a proprietary content network dubbed Starbucks Digital Network. Starbucks has a great deal to gain with its free Wi-Fi play.
Don't think that Starbucks is just throwing around free Wi-Fi willy-nilly and expecting nothing back in return. And with McDonald's offering new, cheaper drink choices to rival Starbucks' costly coffee creations, it was only a matter of time until Starbucks made a play to bring back its caffeinated masses.Ģ. Other food and coffee chains, including McDonald's, have already offered free Wi-Fi to paying customers. Starbucks was a laggard when it came to free Wi-Fi. Here are five reasons the Seattle-based coffee super-chain took the plunge.ġ. The move by Starbucks to offer free Wi-Fi was a long time coming. Wi-Fi has become ubiquitous and consumers crave connectivity almost as much as they jones for that quick caffeine jolt from that first morning cup of Joe. locations starting July 1, CEO Howard Schultz said. Now Starbucks will offer free wireless Internet at 6,7000 of its U.S. The national coffee chain previously had made Wi-Fi available to most customers for a fee and to some valued or repeat customers with a rewards card for free.
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