Starbucks brews up in-store digital media network

Coffeehouse colossus Starbucks introduced the Starbucks Digital Network, an in-store multimedia platform slated to go live across nearly 6,800 U.S. company-operated locations on Oct. 20. Optimized for all WiFi-enabled smartphones, tablets and laptop devices including Apple's (NASDAQ:AAPL) iPhone and iPad, the Starbucks Digital Network will offer free, handpicked content available exclusively within the confines of Starbucks stores, promising snackable entertainment and news experiences tailored for consumer visits spanning anywhere from a few minutes to an hour. Powered by Starbucks WiFi infrastructure, Starbucks Digital Network is managed and hosted by Yahoo--the HTML5-based platform promises touch- and swipe-friendly visual design elements as well as adjustable navigation tools that span across multiple mobile operating systems and device form factors--in addition, iPhones with the myStarbucks App will recognize customers upon their entrance into the store and offer an automatic connection to the network.

At launch, Starbucks Digital Network will offer six channels: News, Entertainment, Wellness, Business & Careers, My Neighborhood and Starbucks. The News channel includes free access to New York Times Reader 2.0, WSJ.com and USA Today eEdition, while Entertainment boasts Apple iTunes music and videos along with a digital version of the Starbucks/iTunes Pick of the Week download card program, which promotes up-and-coming recording artists. The Entertainment channel also features Bookish Reading Club, touting access to titles from Hachette Book Group, HarperCollins, Penguin Group and Simon & Schuster, complete with a new HTML5 reader powered by LibreDigital's SkyShelf solution.

Health and fitness publisher Rodale will serve as the primary content contributor to the Wellness channel, supplying articles, recipes and videos from publications including Men's Health, Women's Health, Runner's World, Bicycling, Prevention, Organic Gardening and Eat This, Not That! Professional social network LinkedIn heads up the Business & Careers channel, which features a career-focused blog, job seeking tips, a career coach and LinkedIn ambassador and personalized job suggestions--My Neighborhood touts relevant, localized content delivered in conjunction with partners including foursquare, DonorsChoose.org, Patch and Zagat, and the Starbucks channel connects customers with Twitter and Facebook as well as branded offerings like MyStarbucksIdea, Starbucks Coffee Blog, Starbucks Nutrition, Starbucks Shared Planet, Starbucks Card and My Starbucks Rewards.

Starbucks said it will introduce more localized content and community-oriented features as Starbucks Digital Network evolves. Also on tap: Expanded personalization tools, rewards programs and premium content options.

For more on Starbucks Digital Network:
- read this release

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