Shultz hopes to make money from these initiatives indirectly, Eliot Van Buskirk reports, by "enhanc[ing] the experience" and making
the content "so compelling that it drives incremental traffic." He says that the free Wi-Fi is "just the price of admission" and that the company wants to create new sources of content that can be
viewed only at Starbucks.
Customers will log into the network with a unique identifier, potentially allowing for targeted messaging. Focus groups have been receptive to the tradeoff, according to Shultz. Starbucks is talking to AOL's Patch.com about having it create local content for the network, and free online access to the Wall Street Journal will also be available.