Over the next 18 months, Starbucks will be upgrading its free WiFi service at 7,000 of its company-owned cafés. It will be dumping its relationship with AT&T and cozying up to Google that is said to be able to offer 10X faster access to the Internet.
Starbucks and Google are also working together to upgrade the Starbucks Digital Network—the website homepage users are directed to when accessing WiFi at the Starbucks cafés.
Starbucks also recently added Duracell Powermats in a number of locations, which provide wireless charging stations for mobile devices.
Rather than fight the consumer demand to use its café’s as destination for doing work, checking email, and devouring entertainment, Starbucks is embracing the digital revolution and helping consumers use the cafés for what they want.
“We know that our customers use our cafés in a number of ways beyond buying coffee. For some, it’s their home office, for others it’s their place to get away and have some time to themselves,” said said Adam Brotman, chief digital officer, Starbucks Coffee Company. “More and more customers are using Starbucks as their home base and they are looking to recharge in a number of ways.”Image courtesy of 1000 Words / Shutterstock.com