Adam Brotman, vice president, digital ventures, for Starbucks told the OMMA Mobile audience that mobile is a growing part of the coffee chain's planning around advertising and promotions. Going
forward, he said almost all campaigns will have a mobile component. He add that Starbucks, which has long positioned itself as the the "third place" to go (besides work and home) is now starting to
think of a "fourth place" which is digital realm both inside and outside its stores. After rolling out mobile payments in January via its Starbucks Card app, Brotman said the company's been pleased
with uptake and the user experience but will continue to keep an eye on developments in the space such as growing activity by Google and other companies around NFC-based payment technology. In March,
the company announced the Starbucks Card app had already drawn 3 million customers in the U.S.
