Starbucks has found a significant degree of success in its mobile commerce initiatives, but the company is not yet satisfied and intends to establish a larger presence in the mobile field. Convenience
is the key to mobile success, and Starbucks has plans to introduce a new service that will have convenience as its most attractive feature. Starbucks will soon introduce a new feature to its popular
mobile application that will allow customers to order products directly from their mobile device. They can use this same device to pay for these products. According to Starbucks, 14% of its in-store
purchases throughout the U.S. are made through its mobile application.
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