Starbucks Joins Forces with Yahoo

By: Courtney Carey

On Wednesday October 20, Starbucks new digital network went live in almost 6,800 stores. The company partnered with Yahoo Inc. to deliver a free digital network exclusively to all of their U.S. based stores. This network will not only include free Wi-Fi, but also free access to subscription editions of the Wall Street Journal, USA Today, and The New York Times. Also available for free are exclusive downloads on iTunes, as well as access to Zagat reviews and ratings, which are free for all customers to enjoy.

With a goal of attracting a larger customer base in their US stores, this partnership is not only beneficial to Starbucks, but also to Yahoo since they will be receiving a large amount of positive media exposure.

An article from the Sacramento Business Journal states –

“Yahoo’s vision is to be the center of people's online lives by delivering personally relevant, meaningful Internet experiences, wherever they may be,” said Elisa Steele, EVP and CMO at Sunnyvale-based Yahoo (Nasdaq: YHOO). “We’re excited to team up with Starbucks to create a dynamic online destination where their customers will find unique online content to keep them informed and entertained.”

In a blog from The Economist, the perks of Starbucks digital network are discussed in detail –

“While in the café, using the free in-store Wi-Fi, customers now gain digital access to content they'd otherwise have to pay for. The Wall Street Journal opens up full access to its $103-per-year Web site, and the New York Times provides its $240-per-year Web app reader for free. Kids' entertainment giant Nickelodeon lets the rugrats in to the paid Nick Jr Boost, a subscription that costs about $100 per year. Apple will give away free music and videos. (And Starbucks is using iPhone- and iPad-friendly video and browsing standards.) Several American publishers will provides access to excerpts and the full text of books as part of the Bookish Reading Club. Starbucks gets a piece of subscription signups and sales.”

Will Starbucks be the first to kick off an in-store digital network trend? If so, will this eliminate the need for small or start-up businesses to have their own office space? Only time will tell, but as for now I am looking forward to enjoying the new services that Starbucks has to offer.

Courtney Carey is a Projects Manager. She can be reached at coutney@maroonpr.com