The Excitement!
Starbucks just released two iPhone Apps called Mobile Card and myStarbucks. Mobile Card allows you to pay for Starbucks from your cell phone. (We will be back to the myStarbucks App in a second.) Wow that sounds amazing, well at least at first glance it does. When I first heard this I was pretty excited at the prospect of being able to order my drink right from my iPhone. After the release of the Chipotle App I was waiting for just such an App for coffee.
The Reality
But as it turns out that is not what the application actually does. What it actually does is turn your phone into a Starbucks gift card. Meaning that you still go to the store, order your drink and then instead of whipping out your card, you take out your phone.
One question at this point, how does this make it any easier whatsoever to order and pay for your drink? The only benefit I can see is that you don’t have to worry about loosing your gift card because you can store them all on your iPhone. Another downer to the App is that it is only being released in two places Seattle (of course) and Silicon Valley. Not that I mind all that much considering I don’t even own a Starbucks Card.
The Final Word (Assessment)
Mobile Card, despite all it’s hype, in my opinion is basically worthless. The only Starbucks App I want to see is an Application that can do it all. An App that lets you choose your drink, modify your drink, choose a food item (if you so choose), see calorie content of order, pick a store, set up pick up time and then finally pay. Which brings us to the other iPhone App, myStarbucks.
myStarbucks is an application that basically let’s you do everything I just said except pay for a drink prior to your visit and set up a pick up time. I am for sure that this is their long term plan with this Application, but with companies like splick-it already offering technology that allows you to order coffee from your phone, it seems like Starbucks has some ground to make up. I just think it is a waste of time to even get the Application until they reach the point of full functionality. At this point I don’t see a huge difference between writing my drink down on a napkin and taking a Starbucks Card with me versus these two iPhone Applications.
If you see more value in these Apps then I do please share your thoughts, I would love to hear you point of view. If you agree that’s cool to. Either way I look forward to reading your comments.
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{ 10 comments… read them below or add one }
Starbucks seems to be one of those media darling companies that get not only press, but good press, regardless of what they do. I am with you, I do not really see any great advantage to either of these apps. I do also agree that if the app would allow you to order and pay in advance so you do not have to stand in line to get your drink that it may be worth considering. That being said, I don’t anticipate going to a Starbucks any time soon.
I think they are just trying to get on the iPhone bandwagon and that these are just a waste of time.. They need to catch up with technology – and why did they leave out blackberries #coffeetweet
Hey Jason!
I’m waiting for them to be able to beam a coffee to me wherever I may be, THEN I will get the app. Oh, and an iPhone, too! =) Seriously, great review.
Anne
I have never understood Starbucks’ obsession with the gift card. You can’t even get wireless without one, which is ridiculous. And because they’re so adamant about you having a gift card, I’ve boycotted having one. Also the reason I didn’t get the app–it’s just adding a middle man.
Great review, but not all sides are looked at.
I, too fell in love with the Chipotle app, and wondered about a Starbucks (or any coffee) app coming. Well, it didn’t take long.
The biggest problem with using the app is not the app, or the stores, but the registers. The point-of-sale used is not able to do that kind of functionality. There are 16 test stores in a couple cities (according to the app), just looking at current app functionality. With 16,000+ locations, and 2-4 p.o.s. at each store, that will be quite an undertaking to make that happen any time soon, especially in today’s economy.
But, where will you be when ordering your drink, so you don’t have to wait in line? Home? Inside Starbucks? Or will you be placing your order using the app on your iphone while driving 45 mph down the road? Oops, hit a car, or worse, a bump, and placed your order for the store 30 minutes away, not the one you are pulling into right now.
Setting a pick-up time? Well, Starbucks lives in a 3-5 min world (hopefully). And, at Chipotle, once made, your food is wrapped, and placed under lamps/oven until pick up. So, if you hit a couple lights, and now your drink has cooled, ice has melted, or frappuccino separated, is that what you really wanted your drink to be like?
Don’t get me wrong. I would love to walk into my local Starbucks, sit down, pull out my iPhone, and place my order, all from the comfy chair. I hate waiting, but I know I have to. But if I can do it from a comfy chair while reading my favorite blog (coffeecupnews), then my day just got a little brighter, a tough thing to do in Phoenix (lots of sun).
I don’t think it was a waste of time to put out the apps now. Why wait until the apps were “perfect”, because they will never be perfect. Released, now they can see how customers will be using them. You want them to have full functionality at release? I’m sorry, do you have an iPhone. You just got MMS last week, something my Motorola V600 did 8 years ago. Cut & Paste just came out a few months ago. No wait, most “smartphones” have been able to do that for years as well. Apps on the iPhone? Well, the iPhone didn’t even have apps for the first year it was out. Don’t get me wrong, I love my iPhone, and I try not to settle for less when I can get more/better. However, sometimes it is just a matter of time.
1)I think the store locator is awesome, especially when traveling, and it is current, unlike the other apps that have been done for the app store.
2)The ability to “explore” various drink options is nice. Sometimes I am just in the mood for something different, but not sure what.
3)The coffee section is a good start, but I would love to see more in-depth information, or maybe a possible app for me to develop.
4)I do love the food section, that lists nutritional info, as well as, coffees that the flavor profile pairs best with. Very Nice.
The nice part is, there is plenty of possibilities for these apps, but I must agree, I am a big fan of the idea “One App to Rule Them All”.
…just my 2 beans
WO
twitter.com/WOnet
Yes, the two new Starbucks app may not be what they eventually could and would be, but they are providing some non-coffee-related “benefits” now. Well, at least myStarbucks is. myStarbucks allows you to locate a Starbucks in your neighborhood or, more importantly, NOT in your neighborhood. Subsequently, it also allows you to find an AT&T WiFi hotspot, as well as a possible place to plug-in and recharge your laptop, iPhone, Blackberry, etc. And since most Starbucks have a publicly accessible restroom…
As for the Mobile Card app, from what I’ve read and seen, it’s still in the roll-out and testing stage -which is why it’s only being used and tested in two markets right now. Give them time.
Finally, remember that both apps are free. The only thing you’re losing – not “loosing” – is the few seconds it took to download the apps.
@WOnet – First let me say, Thank You! I loved hearing your thoughts and I lol when you said, “I’m sorry, do you have an iPhone?” I totally hear you on the iPhone Apps and how they release little bits that make it better here and there. Though from my perspective you can already do some of the functions without the App. Like looking for a store, I can just type Starbucks in the GPS and boom I got my list. That being said I can understand how some people, especially Starbucks Fans, would get more value from the current Application. (Well, minus the Mobile Card App which I think is totally pointless….) I did my review more based on what is being offered according to the current “market standard” that has been set by other companies in and out of the field.
Again, I value your thoughts more than you know and love/enjoyed the lengthy comment. Thanks!
@Jose – I totally hear you on the applications being free. I definitely am glad that they are free apps. I don’t know why anyone would buy them in the first place. It would seems weird to charge for the service of pumping the company and showing you where stores were located in order to get you in the store to spend money. That being said, I do anticipate the apps getting better, like you said. I just think with the industry having this technology already available that Starbucks is a little behind the curve on this.
Thank you so much for your comments, look forward to talking with you more in the future. – Jason
Good grief what a load of whining. The mobile card app is in test phase in a couple of cities. I have used it, and it is quicker than paying with cash, credit card, or the magnetic stripe starbucks cards. It is also nice to get an instant balance update and a history of transactions, as well as to be able to reload the card from my phone whenever I want. Plus, this is a revolutionary application in the US. Nobody else is putting a payment option on a phone like this, and it is the future.
Grow up and embrace our future, Jason.
First of all your comment made me smile! I love the last line! Nobody that I know LOVES technology and where it is headed more than me. So this was a little comedic for me to read. Second, this App is NOT the future it’s sort of the past. Check out this App from Chipotle ( http://www.chipotle.com/#/flash/order_iPhone-app ) you can order directly from your iPhone and pay while sitting on the couch at home. This is light years ahead of paying at the store and it’s ready when you get there. (skip the line…)
Thanks again for your comment!