Following a successful roll-out across Boston, Duracell announced today that it will be fitting the Duracell Powermat in a number of Starbucks stores across the Silicon Valley area. These wireless charging spots are fitted directly to the tables, giving consumers the ability to recharge their various electronic devices while sipping a cup of hot joe.
The caveat, it would seem, is that these charging spots require the user to own a Powers Matters Alliance (PMA) certified device or smartphone case. Duracell sells these independently for the iPhone 4, 4S, 5 and Samsung Galaxy S III, but that seems like an awfully restrictive range of devices – we’ve reached out to the company to see if it’ll support more handsets in the future.
For reference, AT&T announced in April this year that it would be integrating wireless charging within a select number of smartphones by 2014. Blackberry, HTC, LG and Samsung, among others, are also signed up with the PMA.
The selective roll-out in Silicon Valley, combined with the need for a specialist device or case, restricts the scope of the program and how useful it will be to the majority of global Starbucks coffee lovers.
What it does show, however, is a glimpse at how the company wants to expand the in-store Starbucks experience and make it increasingly tempting for people to come in on a regular basis. A fast, stable Wi-Fi connection is now a given for almost any Starbucks store – it’s easy to see how wireless charging could quickly become just as prevalent.
“We know that our customers use our cafés in a number of ways beyond buying coffee. For some, it’s their home office, for others it’s their place to get away and have some time to themselves. 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.
A similar effect has been achieved inadvertantly in Apple stores – consumers walk in all the time to charge their iPhone or iPad – so Starbucks would be wise to expand the number of stores offering Duracell Powermats as quickly as possible. People increasingly need to charge their smartphones in the middle of the day – we use them more and more with power-hungry apps – so more places to charge will never be unwelcome.
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