Starbucks is a prime example of a company which proclaims the importance of mobile as part of their business, and then nullifies that driving principle by missing critical steps in the execution of its mobile programs. Their “Starbucks Digital Network” presents the opportunity to deliver a great service, and then dismisses a significant chunk of the very audience they targeted.
To its credit, Starbucks hooked itself into the iPhone-evolution of mobile early, ranging from direct Apple partnerships to debuting apps which enable consumers to pay at point-of-sale with their mobile phones (against prepaid accounts). The next step was to use mobile devices to keep customers at their locations longer, and The Starbucks Digital Network was born. It provides customers at its stores with free access to premium content through a slick-looking interface. So while drinking a venti latte, the customer can connect to the Wi-Fi network and peruse the Wall Street Journal, New York Times or localized news around that Starbucks. The Wi-Fi connectivity provides the location, so users can also view the weather forecast, check-in via foursquare, and see the title of the song currently playing around them. In theory, this sounds like a great, convenient service to get customers to... Read more
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Why Starbucks Sort of Understands Mobile
Text HAITI to 90999: Behind the Scenes
U.S. consumers should be commended for their exceptional response to the Red Cross' text message donation campaign to help the people of Haiti. The execution of the campaign itself should further illuminate—or remind marketers—of the power of the most basic mobile communication: the text message. No app, no download, just mobile marketing in its purest form.
With 2.1 million mobile engagements (as of this morning) at $10 a piece, an impressive amount of money has been raised so far from the access-point in virtually every American's pocket. The immense amount of media and promotion for the campaign has made it part of everyday conversation and a simple, concise way for consumers to donate. It is hard to imagine any other type of mobile campaign being promoted by the White House, NFL commentators and Anderson Cooper, simultaneously.How It WorksFor the Red Cross' program, a consumer sends a text message of, "HAITI" to 90999. After a back-and-forth opt-in process with mGive, the service administrator, the user donates precisely $10. This specific dollar amount is due to a previously approved tariff level from the wireless carriers. Further, each person—or more accurately, each mobile phone—can donate up to three times.
While "premium text messages" have long been used for services ranging from ringtone sales... Read more
