Digital Network at Starbucks? As Long As The Latte Tastes Good

The Starbucks Digital Network launched in nearly 6,800 U.S. company-operated Starbucks this week, promising to deliver community via WiFi.Will the network drive me to visit the café more often, or buy more coffee during my stay? Well, I’ve already been accused of running on too much caffeine. The real question is: will the network keep me loyal to Starbucks? Or will I take my latte business elsewhere? In my view content is not a big part of this equation. It’s a “nice-to-have” but not a replacement for a preferred coffee blend that is as personal as a mobile device. To me, it’s not what’s available via Wi-Fi but what is poured into the cup. More here in my weekly MSearchGroove column http://www.msearchgroove.com/impact-apples-gamble-starbucks-wifi-mobile-giving-trend/