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Making sense of the Global Market, Euromonitor International Ltd.

Yu Mitsuhashi

Making sense of the Global Market

Euromonitor International Ltd.

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Equity Bottom-Up

<p>Even before the smartphone was widely available, Starbucks Corp experimented with what mobile-order ahead could mean for its future operations. At the dawn of the new millennium, Starbucks introduced an order-ahead pilot wherein a consumer would dial a 1-800 number and select one of five pre-selected favorite drinks from the phone’s keypad. The system would recognize the consumer’s caller ID and then charge the pre-loaded credit card.</p>

Even before the smartphone was widely available, Starbucks Corp experimented with what mobile-order ahead could mean for its future operations. At the dawn of the new millennium, Starbucks introduced an order-ahead pilot wherein a consumer would dial a 1-800 number and select one of five pre-selected favorite drinks from the phone’s keypad. The system would recognize the consumer’s caller ID and then charge the pre-loaded credit card.

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