Starbucks Introduces Wi-Fi

In: Business and Management

Submitted By blaine
Words 988
Pages 4
In 2001, Starbucks introduced wireless Internet service after forming an alliance with Microsoft and MobileStar, which is a wireless broadband Internet service provider, to enable Starbucks’ customers the ability to drink their coffee and eat their food while using their laptops, PDAs and other devices to access the Internet (Henderson, 2001, pg. 66). This Wi-Fi capability also enabled Starbucks’ managers and employees the ability to run the business and their specific locations more efficiently and effectively. As of 2003, Starbucks reported that they already offered wireless Internet service in most of their stores within the United States and plan to offer Wi-Fi in 2,700 locations by the end of 2003 (Hartnett, 2003, pg. 62).
Wi-Fi’s Value-Added Benefits
Starbucks is seeking the opportunity to, “keep butts in seats for the opportunity to serve up a second cup of Joe.” (Powell, 2003, para. 3.) Attracting customers is one of the primary concerns for any business. Offering wireless Internet connections within their locations enables Starbucks to attract customers in another manner, rather than the direct coffee and snack avenue, while simultaneously keeping their customers in the locations longer than normal.
Starbucks not only views the Wi-Fi introduction into their locations as a way to keep their customers coming in, but also as a way to operate their business more efficiently. Starbucks is utilizing the Wi-Fi capabilities to allow their employees, especially store managers, to access applications and databases to streamline hiring, sales, inventory handling and various other tasks to enable managers to work more efficiently from locations (Greene, 2003, paras. 2 & 6). Starbucks stores can run video streams for training and voice over IP to reduce phone costs between locations and headquarters (Greene, 2003, para. 3). Wi-Fi has made hiring practices…...

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