Mobile

Starbucks rolls out wireless charging stations in Silicon Valley

starbucks-duracell-wireless-charging
Image Credit: Duracell via Boston Globe
If you’re not reaching, engaging, and monetizing customers on mobile, you’re likely losing them to someone else. Register now for the 8th annual MobileBeat, July 13-14, where the best and brightest will be exploring the latest strategies and tactics in the mobile space.

Starbucks is introducing wireless charging tables in its Silicon Valley locations. Mobile devices will get a quick boost while you’re sipping your coffee.

According to a news release, the coffee giant is outfitting 10 of its Silicon Valley stores with hi-tech Duracell Powermat-equipped tables.

In theory, consumers with a wireless charging smartphone or tablet can simply put their device down on a table to top up its battery. However, there are at least three different competing standards for wireless charging. Devices that comply with one of these standards won’t work with others. More on wireless charging here.

“More and more customers are using Starbucks as their home base, and they are looking to recharge in a number of ways,” said Adam Brotman, chief digital officer, Starbucks Coffee Company, in a statement to the press. “We have seen positive customer response to wireless charging through our tests in Boston and are pleased to now extend this experience for our customers in the Silicon Valley area.

For both the Boston and San Jose tests, Starbucks is using technology compatible with the Power Matters Alliance (PMA). Google, Blackberry, HTC, LG, Samsung, ZTE, and other smartphone makers have signed on to the PMA. It was created in 2012 and is the fastest growing wireless technology standard in North America.

PMA’s leading rival in Europe and Asia is the wireless standard backed by the Wireless Power Consortium, which is used on the Nexus 7 and current Samsung and Nokia phones.

Starbucks isn’t the only brand to experiment with wireless charging technology. McDonalds is currently experimenting in select stores in Europe.