From Mashables: “Mobile payments is just one element of a much larger social and digital media strategy that Schultz refers to as a “blueprint for growth.” This involves the brand crossing over into the consumer packaged goods (CPG) category by leveraging its digital and social properties. Schultz was eager to inform shareholders that the Starbucks brand is number one on Facebook with 29 million fans, and is also a top brand on Twitter and Foursquare.”
The app is trending well in the iTunes store with a few complaints about glitches but an overall 5 star rating of 4,674 vs 1 star ratings of 2,430.
From a MSNBC Redtapoe article written at the time of the app release, Gartner analyst Avivah Litan commented, “”This is a very viable form of payment. This could get people used to a new way of paying for things.”
And that’s the trick, getting people use to a different way of paying for things. The Starbucks solution is not dependent on NFC to make the transaction, which is something that Starbucks was in a unique position to make happen sense they already have a strong loyalty card program. Other companies do not have that advantage and are going to have to wait for a larger aggregation of payment tools to realize the same benefits Starbucks has been able to create on its own.