Since the launch of mobile payment in January, there have been 26 million mobile transactions to date. In the first nine weeks of the programme, there were three million transactions and in comparison for the nine week period starting in October, there were six million transactions.
During 2011, Starbucks expanded its mobile payment programme to give customers access to the fastest way to pay at more than 9,000 US locations, introduced the Starbucks for Android app, rolled out the Starbucks Card eGift feature, started international expansion and developed the Starbucks Cup Magic app.
Adam Brotman, general manager, Starbucks Digital Ventures, said: “2011 was a year of great mobile exploration and expansion for Starbucks and an opportunity to give our customers a new way to connect with Starbucks through a variety of mobile experiences.
"The customer response to our mobile apps has been phenomenal. Not only are they using their phone as a wallet, but as a connection point to Starbucks as they manage their Starbucks Card accounts, send eGifts and get into the holiday spirit with the Starbucks Cup Magic app.”
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