Starbucks (NASDAQ: SBUX), following in the footsteps of McDonald’s (NYSE: MCD) and most small municipal libraries, will begin to offer free WiFi beginning July 1. No reason for the delay was given.
At WIRED’s Business Conference Disruptive by Design the coffee company’s CEO Howard Schultz said “Starbucks will turn on one-click, free Wi-Fi through AT&T in all U.S. company operated stores.”
Building on the Wi-Fi update, Schultz also revealed plans for a new online customer experience called the Starbucks Digital Network, in partnership with Yahoo!, which will debut later this fall. This online experience – available only in U.S. company operated Starbucks stores – will be unique in its content offerings, allowing customers free unrestricted access to various paid sites and services such as wsj.com, exclusive content and previews, free downloads, local community news and activities, on their laptops, tablets or smart phones.
The notion that Starbucks will allow customers access to expensive websites like the online version of The Wall Street Journal actually has a significant value to consumers and should bring Starbucks new traffic.
The only immediate problem that the new plan may cause is that the revival of Starbucks and “end” to the recession has increased the number of people who go to the coffee retail outlets considerably. The makes the availability of seating limited and may frustrate customers.
Douglas A. McIntyre
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