Seattle-based coffee chain, Starbucks, will offer unlimited free Wi-Fi access in its U.S. and Canadian outlets beginning tomorrow (July 1).
Customers could previously receive only two hours of free Wi-Fi, and only after entering a valid Starbucks card number and selecting a password, a process considered confusing and arduous by many users.
“The new, unlimited Wi-Fi offering features a one-click entry point, so a username or password will not be required,” Starbucks said in a statement.
Analysts believe that this could make Starbucks’ brand more competitive against lower-cost options such as Tim Hortons.
“Starbucks had been hurting so I think they need it,” said Kenneth Hardy, processor emeritus of marketing with the Richard Ivey School of Business. “It takes the edge off being a four-buck cup of coffee. At least you get your Wi-Fi.”
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