Indie coffeehouses tell Starbucks: Bring on your free Wi-Fi
Smaller chains and solo shops brew wireless access their own way
Computerworld - Like many indie cafes, Seattle's Bauhaus Books and Coffee has long relied on free Wi-Fi to help bring in customers.
"In the evenings, the whole bar along the window will be lined with people using their computers," said Grace Heinze, a 13-year manager at Bauhaus, located between downtown Seattle and the trendy neighborhood of Capitol Hill.
Bauhaus has thrived despite all of the Starbucks shops that have popped up around it: 15 within half a mile, and 38 within one mile.
So is Heinze worried that the fiercely artsy cafe, named for the 1920's German art movement and replete with memorabilia, might lose customers to Starbucks now that it is dumping its high Wi-Fi rate — $6 an hour, or $10 a day — in favor of two free hours of Wi-Fi a day to any customer?
Not really.
"People come here because they like our atmosphere and because they like our coffee," Heinze said. "We're not feeling very uptight about this."
On Monday, Starbucks announced that it will replace longtime Wi-Fi partner T-Mobile with AT&T at its 7,000-plus coffee shops.
Anyone holding a Starbucks Card — whatever the value remaining on it — is eligible for the two free hours of Wi-Fi. Cards can be bought online for as little as $15.
"This is great news for consumers," said David Blumenfeld, senior vice president at Wi-Fi directory provider JiWire Inc. "Wi-Fi at Starbucks just became a lot less expensive, and I expect many more people to take advantage of it."
An additional two hours of Wi-Fi costs $3.99, while a monthly membership that gives access to any of AT&T's 70,000 hot spots worldwide costs $19.99 per month.
Meanwhile, the 12 million AT&T customers subscribing to a DSL package faster than 1.5Mbit/sec. will get unlimited access for free at Starbucks, in addition to the free access they already get at many McDonald's and Barnes & Noble stores.
AT&T is the largest Internet service provider in the U.S.
"I think it's safe to assume that given Starbucks' ubiquitous presence, offering free Wi-Fi could be a significant acquisition channel for AT&T with this deal," Blumenfeld said.
Small chains and indies
Wi-Fi hot spots began emerging around the beginning of the millennium. Propelled by the fast-growing popularity of laptops, Wi-Fi-enabled coffee shops quickly supplanted the older-style cybercafes, which relied on the expensive purchase and upkeep of PCs.Still, until several years ago, many cafes were granting access to their Wi-Fi hot spots through codes given only to paying customers, according to Jack Kelley, president of Seattle regional chain Caffe Ladro.
There was the fear "that if public Wi-Fi was free, you'd fill your place up with 'campers,' " Kelley said, referring to patrons who linger all day without buying anything.



- Excel 2010 Cheat Sheet
- Register for this Computerworld Insider Cheat Sheet and gain access to hundreds of premium content articles, guides, product reviews and more.
- Digital Transformation: Creating New Business Models Where Digital Meets Physical
- Individuals and businesses alike are embracing the digital revolution. Social networks and digital devices are being used to engage government, businesses and civil...
- Empowering Your Mobile Worker
- Today's most productive employees are mobile, and your company's IT strategy must be ready to support them with 24/7 access to the business...
- An Interactive Guide: Bring Your Own Device
- BYOD presents significant security and management challenges to IT departments who want to take advantage of the trend, but still protect corporate assets....
- Calculating ROI for Mobile Client Acceleration
- As mobile devices continue to expand in business use, ensuring these devices have optimal performance is becoming an IT imperative. This EMA paper...
- Tablet Computing Without Compromise
- This paper provides an overview of how and why that migration-from any old tablet to Windows tablets-came to be. All Mobile and Wireless White Papers
- Live Webcast
North Pole to South Seas: Overcoming the Pitfalls of remote Performance - In today's always-on world, connectivity is a business requirement. You need the tools that allow you to operate as if you were on...
- Supporting Mobile Productivity With A Limited IT Budget
- Join us and hear from Kaseya mobile IT management experts as we discuss core strategies for supporting the mobile revolution on a shoestring...
- North Pole to South Seas: Overcoming the Pitfalls of remote Performance
- In today's always-on world, connectivity is a business requirement. You need the tools that allow you to operate as if you were on...
- Unified Communications 101
- What's the best way to implement a unified communications solution for your organization?
- QNX® and BlackBerry® PlayBook™ Tablet.
- RIM's multi-processor, multi-tasking BlackBerry PlayBook runs a new Tablet OS powered by QNX, a bullet-proof microkernel operating system. This track will take a...
- A Close Look at Tablets
- Learn More All Mobile and Wireless Webcasts