Today Starbucks launched free wireless at its coffeehouses. Like most things that are free, there’s a catch. Actually, there are several catches. First, you need to buy a Starbucks card with at least $5 on it and then register the card at this AT&T site. You need to use the card to buy something at least once a month. And your free wireless is capped at two consecutive hours per day. Get the full FAQ here.
This is a major change from the exceedingly annoying service operated by T-Mobile, which required $9.99 day passes, monthly plans or pre-paid cards (which never seemed to be available).
Surprisingly there hasn’t been any noticeable marketing behind this gesture of goodwill. Certainly, technical rollouts are prone to glitches. Perhaps SBUX is running the system in a nationwide beta before it goes public, not wanting to risk any ill will if there are any IT issues. But the coffee roaster did make a big deal back in March about its new Web site slash suggestion box: My Starbucks Idea. And free wireless had to be the most frequently suggested idea.
So why now? USA Today explains: “[T]he move is an attempt to entice its shrinking customer base — cutting back on pricey treats during the economic downturn — to return. Traffic and sales have been shrinking for months as founder Howard Schultz searches for a way to revive the brand.” Sure, the hoops (buying a pre-loaded card, registering online, using once a month) are a bit of a hassle, but the new wireless set-up is an improvement. Hopefully, in the near future Schultz & Co. can figure out how to make free, unlimited wireless pay for itself.
1 comment:
Have you heard of the T-shirt that detects wifi access? Just heard of it last night -- would be perfect for starbucks runs, no?
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