Starbucks is a prime example of a company which has used Wi-Fi to create another stream of revenue, a marketing expert has claimed.
The coffee giant is one of the biggest providers of Wi-Fi in the US, with over 11,000 active connections. Now, in order to log onto a free connection, users must bypass an embedded video advert.
Forbes.com contributor Roger Dooley has noticed that after watching the media, the device owner is asked to ‘WiFi Connect & Learn More’ about what it is offering. He says the brightly coloured 3D button and choice of language entices the user more than a message simply reading ‘Visit our Sponsor’s Website’.
There is an option that reads, “No thanks, just take me online”, but this is much smaller than the sponsored button and is in basic blue text.
According to Mr Dooley, there is nothing at all wrong with using these cunning tactics to earn more money from advertising. “Some may find this manipulation of user choice problematic, but I have no issue with it,” he wrote, cited by silobreaker.com.
“I am a consumer of their free Wi-Fi and I understand that maintaining this service is a considerable expense.. At least Starbucks gives you the choice of bypassing the ads, even if they don’t do so with a big orange button.”
