1. The Brewing of Public Wi-Fi
CASESTUDY: Starbucks and Others: The Future of Public Wi-Fi
Presented by Cyber Innovators :Kristopher Hefner, Lalisha Hurt, & Leon Jude

2. Agenda
3. Company Background
STARBUCKS CURRENT INFORMATION
4. Starbucks Today
Millions of Customers & 137,000 Employees
Over 30 Blends of Coffee Products
$10,707.4Min Sales
17,009 Stores in over 50 Countries
Corporate Strategy
Offer high-quality products and provide a relaxing, attractive social atmosphere while achieving profitability
5. Problem Statement
6. Case Study - Starbucks and Others: The Future of Public Wi-Fi
Customers want to connect their laptops to the internet
Starbucks offers 2-hours free Wi-Fi to its customers while other indie coffee houses offer unlimited, free Wi-Fi
Meanwhile, others predict broadband as future IT trend
(OBrien & Marakas, 2009)
7. Problem Resolution
8. Starbucks Responds to Customer Demands
July 2010 Starbucks offers free, unlimitedWi-Fi to all its customers at all U.S. Locations
Adam Brotman is named VP and leads Starbucks Digital Network (SDN) mobile revolution in hopes to draw customers
(Elgan, 2010)
9. Mobile Revolution
"Our customers are the inspiration for the Starbucks Digital Network. Theyve told us they want to be the first to know whats happening in their neighborhoods and around the globe, to have an easy way to discover new music, great books and important films and find ways to be more involved in their communities. And theyre connecting with the brand digitally in numerous ways, said Stephen Gillett, Starbucks executive vice president, chief information officer and Digital Ventures general manager. These points combined with our passion for creating a unique customer experience, our heritage of recommending culturally-relevant works and focus on giving back to the community, led us to create this new, one-of-a-kind, localized content experience with Yahoo!.
(Starbucks, n.d.)
Click SDN to watch video
10. Mobile Revolution
Oct. 2010 - Starbucks recognizes that people hangout in coffee shops to socialize and read. (Elgan, 2010)
11. IT Trends
Popularity of Smart Phones and iPad have led to expansion of the SDN
12. Recent Additions to SDN
13. Mobile Applications
myStarbucksiPhone App
Starbucks Card Mobile App for Blackberry
Starbucks Card Mobile App for iPhone
14. Suggestions
Starbucks Android App
Starbucks support of US Troops
15. Imagine Starbucks in 2020
CEO Interview
16. References
Elgan, M. (August 2010). Elgan: Why Starbucks will win the Wi-Fi wars. Computerworld. Retrieved from
http://www.computerworld.com/s/article/9180700/Elgan_Why_Starbucks_will_win_the_Wi_Fi_wars
Hamblen, M. (February 2008). Update: Starbucks moves to AT&T hot spots and away from T-mobile. Computerworld.
Retrieved from
http://www.computerworld.com/s/article/9062059/Update_Starbucks_moves_to_AT_T_hot_spots_and_away_from_T_mobile
Lai, E. (February 2008). Indie coffeehouses tell Starbucks: Bring on your free Wi-Fi. Computerworld. Retrieved from
http://www.computerworld.com/s/article/9062638/Indie_coffeehouses_tell_Starbucks_Bring_on_your_free_Wi_Fi
OBrien, J. A. & Marakas, G. M. (2009). Chapter 6: Telecommunications and networks. In Management Information Systems, pp 211-212.
New York, NY: McGraw-Hill/Irwin.
Starbucks. (n.d.). Designed to Connect, Inform and Entertain, the Starbucks Digital Network, in partnership with Yahoo!,Debuts at Starbucks.
Retrieved from http://news.starbucks.com/article_display.cfm?article_id=450
Starbucks. (n.d.). Starbucks company profile. Retrieved from http://assets.starbucks.com/assets/aboutuscompanyprofileq12011final13111.pdf