The Setup
For a few years now, Starbucks [SBUX] has been offering free Wi-Fi access to two groups of people: qualified AT&T wireless customers, and Starbucks Card holders. While it has worked well for the “in” people, it has been a point of mild consternation for those who have not been inclined to get a Starbucks Card or become an AT&T customer. Over the course of the years since the free Wi-Fi service was unveiled (and the switch from T-Mobile [DT] to AT&T as the wireless provider), I’ve noticed people approaching the Starbucks staff asking how they can get access to the Wi-Fi router, to be told that they need to sign up for the Starbucks Card and register online to get it. Of course, for many of these otherwise-Starbucks customers, signing up for the Starbucks Card has– for a variety of unspecified options– just not been an option, and so they’ve left the premises after making their latte purchases.
The Premise
But as more retail chains offer free Wi-Fi, like Panera [PNRA] and McDonald’s [MCD] and Borders [BGP], and even AT&T stalwarts like Barnes & Noble [BN], it has become increasingly obvious that keeping a cohort of customers happy and connected on-premises translates to a variety of upsells and continued purchases, depending on the locale and customer demographics. And perhaps even more important, retaining the casual customers and converting them to regulars in the ever-tightening coffee wars is crucial to Starbucks’ continued success, so finally broadening their free Wi-Fi access to all customers is a necessity.
And it appears that Starbucks will execute on this requirement shortly. 
The Action
So, when does the new Wi-Fi policy at Starbucks start?
July 1, 2010.
So, folks, get your Wi-Fi antennae revved up on your MacBooks, MBPs, netbooks, iPod touches, and iPads!
N.B.
Here are other Javamancy related posts, in reverse chronological order:
