How Starbucks Plans to Capitalize on Free Wi-Fi

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Visit your nearby U.S. Starbucks stores and hop on the Wi-Fi – experience the Starbucks Digital Network in partnership with Yahoo!

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Starbucks is the largest coffeehouse company in the world, with over 17,800 stores in 49 countries, including over 11,000 in the United States, almost 800 in the UK, and nearly 1000 in Canada. Since 1971, Starbucks has been committed to ethically sourcing and roasting the highest quality Arabica coffee in the world. http://www.examiner.com/images/blog/replicate/EXID46606/images/starbucks_free_wifi(2).jpg

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Starbucks is now offering free, one-click, unlimited Wi-Fi to all of its company-owned stores in the United States. That means Wi-Fi at Starbucks is now: Free – no Starbucks Card required One-Click – no username or password needed Unlimited – no 2-hour restriction

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The Starbucks Digital Network (SDN) is available to customers at company-operated stores. With SDN, Starbucks hopes to engineer an in-store, third-place experience like no other by offering exclusive and premium content from hand-picked content providers, including Apple, The New York Times and leading health publisher Rodale. http://johnnemec.com/wp-content/uploads/2009/09/starbucks_wi-fi440.jpg

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Starbucks’s Vice President of Digital Ventures Adam Brotman says the latest and greatest on the Web is available to you exclusively in U.S. Starbucks stores, through our free Wi-Fi. It’s informative, inspiring and local. And best of all – it’s free. http://starbucksmelody.com/wordpress/wp-content/uploads/2010/10/AdamBrotman-27October2010.jpg

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The company already knows that computer users spend about one hour per visit on Wi-Fi while mobile users stick around for 15 minutes per web session. Plus, Starbucks has a history of crating music and pop culture content with in-store selections. “We know that people would pay us for this opportunity. But instead of asking them to pay us, we thought, ‘Let’s aggregate and compile the best content that [Starbucks customers] can’t get any where else,’” Brotman says. http://www.slipperybrick.com/wp-content/uploads/2010/06/starbucks-wifi.jpg SDN is the realization that nationwide free Wi-Fi offers Starbucks more access to its customers.

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In fact, when it comes to SDN, there’s no money changing hands between Starbucks and the content providers. Content providers are giving away restricted access in the hopes of attracting new business, and Starbucks wins by having something completely unique and customers benefit from by getting something of value at no cost. http://extras.mnginteractive.com/live/media/site200/2010/1020/20101020_021224_Starbucks%20Digital%20Net_Rose_400.jpg

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The Network Starbucks is serving up fresh items from some of the best sources in the following categories: News, Entertainment, Wellness, Business & Careers and My Neighborhood , along with plenty of Starbucks surprises. http://cdn.wn.com/pd/8a/86/dbc8561a3351425b40546d63fd03_grande.jpg

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They have filtered everything to bring you a rich blend of premium content packed full of great things to read, watch and listen to – making your coffeehouse experience even more enjoyable.

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In the News channel , customers will have free access to subscription editions of the Wall Street Journal, USA Today and The New York Times. Brotman explained that access to the latter of the two will be the paid versions not available for free to readers anywhere else. http://dvice.com/assets_c/2010/06/Starbucks-free-wifi-in-July-thumb-550xauto-40987.jpg

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When it comes to entertainment , Listen to great music from Apple and Starbucks Entertainment. Starbucks will offer free Apple iTunes downloads. Brotman promises even “more exciting Apple stuff” in the future. Nickelodeon is offering free access to Nick Jr. Boost via SDN. The offering should appeal to parents trying to entertain their kids by giving unrestricted access to educational games that aren’t usually free.

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The Business & Career channel will feature content from Yahoo, a network-wide partner, as well other to-be-announced partners. http://wiki.nopna.org/images/c/c4/Starbucks.jpg

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Starbucks has selected Rodale — publisher of health and wellness magazines such as Runner’s World and Women’s Health — for its Wellness channel . The premium content offered will be tailored to Starbucks customers and will include recipes, videos and articles, all of which will be updated regularly. Rodale will also let users create their own maps, running routes and biking routes with Starbucks stores identified as pit stops.

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My Neighborhood will be populated with local information and will even include access to compete Zagat ratings for local eateries. This section will allow users to locate and learn more about the nearest schools using DonorsChoose.org for classroom funding. Eat local and eat well with unlimited access to Zagat reviews and ratings for free. http://coffeebuzzblog.files.wordpress.com/2010/09/starbucks_laptop_photos.jpg

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“This is just the beginning of how we plan to leverage this channel,” says Brotman . He imagines a future filled with more Apple goodies, exclusive e-book downloads and eventually the opportunity to digitally connect patrons to other patrons through games or other social activities. http://cfs13.tistory.com/image/3/tistory/2008/12/31/00/02/495a3817093dc

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So drop by your local store and hop on the Wi-Fi – experience the Starbucks Digital Network in partnership with Yahoo! http://hothardware.com/newsimages/Item13625/starbucks-wifi.jpg

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In a Starbucks and looking to log on to the SDN? Simply connect to Wi-Fi using your laptop or wireless device or enter the address starbucks.yahoo.com in your browser. On an iPhone or 3G iPad ? Download the myStarbucks app and open it up when you’re in a store. You’ll see the Starbucks Digital Network icon appear which will take you right to the SDN.

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References – http://www.starbucks.com/ http://mashable.com/2010/08/12/starbucks-digital-network/ http://pforti.posterous.com/how-starbucks-plans-to-capitalize-on-its-free http://cdn.wn.com/pd/8a/86/dbc8561a3351425b40546d63fd03_grande.jpg

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