Earlier this month, Website Magazine reported on new data from eMarketer asserting that consumers have yet to latch on to mobile commerce. Starbucks hopes to change that with the introduction of two iPhone and iPod touch apps.
This week, the company announced two apps for its customers. The myStarbucks app allows users to browse stores and menus, create drinks and forward to friends. But it's the other app, Starbucks Card Mobile, that looks to influence mobile commerce.
The Starbucks Card Mobile allows customers to the load a balance of $25 or more onto their mobile card and check the balance. And in select cities - Seattle, Cupertino, Calif., and Mountain View, Calif. - customers can purchase Starbucks' products in-store with their iPhone or iPod. The app provides a 2D barcode allowing Starbucks employees to scan and deduct payment through a customer's mobile phone.
Though consumers are generally apprehensive when it comes to entering and transferring credit card information over a mobile device, they can manage this information through Starbucks' website. While it's basically the same operation, Web users typically feel more comfortable using their PC or Mac to manage sensitive information. But the option is there to manage it through the mobile device.
The three cities are a way for Starbucks to test the success of this type of commerce and convenience. So what say you? Would you use this app if it was available in your city?
