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Here’s Why Starbucks Partnered With Duracell Powermat

June 19, 2014 | About:
Quantum Research

Quantum Research

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The caffeine king Starbucks (SBUX) has signed a deal and entered into an agreement with Duracell Powermat to bring wireless chargers to all its stores across the globe. This move was initiated to better serve the customers by giving them ability to charge their devices while they are spending time in the coffee shop.

Joining Forces to Serve Better

Starbucks has always been on top of technological innovations and has been the trendsetter for others. They were the first to introduce free WiFi in their shops and also the first to develop an order and payment app. They started the free WiFi offers back in 2001 when most of the devices that time didn’t even have such connectivity options available. This time they did a small scale trial and after it was proved successful they signed up the deal with Duracell.

Adam Brotman, the chief digital officer of Starbuck gladly announced about the Powermat wireless charging and said they had developed this for the convenience of their customers so that they can easily charge their devices while enjoying their food or beverage. This is a good marketing strategy well thought out by Starbucks so that they can fight the rising competition from brands like Nespresso and Keurig.

High Hopes

Powermats are flat devices which allow the users to place their mobile devices on top of them for wireless charging. Starbucks stores in Boston and San Jose have already started offering Powermat charging services to the early users. “Powermat Spot” is a result of almost a decade of scientific research. Starbucks and Duracell are trying to popularize Powermat as it is less known than Qi which is famous in most of the smartphones.

Qi is the main rival of Powermat. Starbucks should facilitate with adapters to charge via Powermat for customers having Qi in their devices.

Duracell Powermat is the joint venture between Procter and Gamble’s (PG) Duracell brand and Powermat Technologies. The two companies have been powering people across the globe for past 40 years. Powermat Technologies is a leader in supplying wireless power and its technologies work on the standard set by the Power Matters Alliance. Duracell Powermat provides power solutions for consumers at home as well as select retail outlets.

The Power Matters Alliance is the group which is working to develop wireless device charging standards worldwide. Some of vendors that support the Powermat standards are Blackberry, Samsung, LG and Microsoft. So, the devices made by these companies will be able to access the free charging facilities at the Starbucks stores.

The partnership between Duracell Powermat and Starbucks has high expectation from its customers just like it had when Starbucks had signed the agreement with Square Wallet for mobile payment. Even though the venture between Starbucks and Square wallet was a failure, but it seems that this venture won’t be like the previous one.

Concluding Word

Starbucks is one of the oldest coffee company started in 1971 and is famous for its high quality Arabica coffee. The new partnership with Duracell should be a success for the company as in today’s era such facilities attract increased footfall and bring more customers, especially the young and teenage group who can’t do without their smartphones, tablets and other similar gadgets. The move spells well for the coffee maker.


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