Starbucks has long positioned itself as the place between home and work where customers can buy themselves a coffee and hang out for an extended period of time. Now, those customers and others will have another reason to hang at Starbucks. The chain announced it is rolling out wireless phone chargers in its cafes across the U.S.
"From WiFi and the in-store Starbucks Digital Network to mobile payment and digital music downloads, we have always tried to anticipate our customers' needs early in the adoption curve and provide a world-class solution. We are thrilled to offer our customers that next level of convenience with Powermat wireless charging. Rather than hunting around for an available power outlet, they can seamlessly charge their device while enjoying their favorite food or beverage offering right in our stores," said Adam Brotman, chief digital officer at Starbucks, in a statement.
Starbucks and Teavana stores in the Boston and San Jose markets already have the technology from Duracell Powermat. The equipment, according to Starbucks, complies with open standards supported by AT&T, Blackberry, HTC, Huawei, LG, Microsoft, Qualcomm, Samsung, TI and ZTE. Customers charge wirelessly by placing their mobile devices on tables and counters in designated areas of the store.
"Starbucks is a highly regarded global brand and its decision to roll out a Powermat network is both empowering and transformative for consumers and the mobile industry as a whole," said Jeff Howard, vice president, Mobile Devices and Accessories, AT&T Mobility, in a statement. "Many of our newer devices have compatible technology either embedded or available as an added feature to give consumers the freedom to charge wirelessly. Today's announcement marks an important time for our customers — they will have the freedom to stay charged effortlessly in Starbucks stores nationwide over time."
What grade would you give Starbucks for using technology to improve the customer's experience of the brand?