
Giving Away Free Wi Fi Access: It Makes Sense
by
Allen Weiner
on Mon 04 Apr 2005 08:16 AM PDT
Mike and I have been saying for nearly a year that companies like Starbucks, need to give away Wi Fi access and focus on the content opportunity (beyond selling CDs) and other vertical aspects of their businesses. By offering free access, it’s a no-brainer that folks will stay longer at the coffee shop and buy more coffee, more food etc… That alone will pay for the cost of access.
In the future, however, these Wi Fi centers will be important hubs for content foraging. Details of that scenario are in Mike and my proprietary research.
This story is in the Minneapolis-St. Paul Business Journal:
Dunn touts free Wi-Fi as edge against coffee chains
Nicole Garrison-Sprenger
Staff Reporter
Dunn Bros. Coffee, Minneapolis, is taking on its larger coffee-chain competitors by promoting one of its perks -- free wireless Internet, or Wi-Fi.
While a number of independent coffee shops offer free wireless Internet connections, including Cupcake and Marysburg Books Coffee Emporium in Minneapolis, Starbucks patrons need to pay for an account with T-Mobile HotSpot. Most Caribou Coffee stores offer a similar fee-based service through SBC Communications Inc.'s FreedomLink Wi-Fi network.
Beginning April 1, Dunn Bros. will launch an advertising campaign in the Twin Cities created by Minneapolis-based Dalton Advertising touting its free, permanent wireless Internet. The campaign will include ads in magazines and on bus sides coupled with in-store posters. One tag line reads, "Other coffee shops give you a free stir stick." The ads will run through the end of the month and are part of a larger campaign highlighting the unique "local flavor" of Dunn Bros