Starbucks rolls out free Wi-Fi, peddles its rewards cards

June 3, 2008 | MG Siegler | Comments | |

Beginning today, Starbucks across the country will offer free Wi-Fi Internet to paying customers. This is great news. Unfortunately there is some fine print behind this “free.”

First of all customers will have to buy a Starbucks Card, which requires that you put a minimum of $5 on it to purchase, according to USA Today. Second, you’ll have to register online for the Starbucks Rewards Card program. Third, this card will need to be used at least once a month. And four, your two free hours a day that a purchase buys you, must be used all in one sitting.

It’s free just as long as you don’t consider the costs of all of this hassle.

Still, this new Wi-Fi service being provided by AT&T is going to be immeasurably better than the previous T-Mobile Hotspot paid Internet that all Starbucks stores had.

Starbucks is hoping that free Wi-Fi will entice more visitors to enter its ubiquitous stores across the country. For some people, simply making better coffee would do the trick.

[photo: flickr/slushpup]

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About the Author, MG Siegler

MG Siegler writes about technology trends and new media for VentureBeat, with a focus on mobile topics, social elements and key news stories. Before that, MG wrote about technology on his blog, ParisLemon. Originally from Ohio, MG attended the University of Michigan where he studied film. He's previously lived in Los Angeles where he worked in Hollywood and in San Diego where he did web development. He now lives in San Francisco.

  • Liz
    Most folks at our local Starbucks already use cards so it is a matter of registering which you have to do any way if you want to recharge them (add money). Not any extra work and now you get two hours of wi-fi!
  • free wifi in starbucks has always been available and without limits in santiago, chile. we just got our first starbucks here in argentina may 30th and it's been too packed with lines all the way to the street for me to even want to try going in, but i would figure it's the same there. it makes starbucks more appealing for foreigners who know a consistent place to go for wifi, which then leads to them buying super expensive drinks for here (or anywhere).
  • It doesn't sound immeasurably better to me. I use(d) the T-Mobile service infrequently, but at least it was simple to set up an account once and log on whenever I needed it. I almost always bought a cup of coffee when I did.

    Now I need to buy a Starbucks card and keep cash on it- or add cash to it- first? I suppose it's only a little bit more complex, but the extra step makes me less likely to use it.

    And for a spot-on, funny description of why Starbucks' coffee sells so well, check out Malcolm Gladwell's TED talk (on spaghetti sauce and coffee). http://www.ted.com/index.php/talks/view/id/20
  • Not better for those of us who already pay T-Mobile. This is infinitely more difficult and doesn't make me want to buy more coffee. Independent coffee shops (and pubs, and other businesses) will continue to provide truly free internet. This is simply Starbucks trying to make lemons into cabernet savignon.
  • The 2 hours in 1 sitting is the problem for me. I'll continue to go across the street or even an extra block or so to Panera Bread.