Wi-Fi & Starbucks: Is it the Right Fit?

Wi-Fi & Starbucks
The Right Fit?
(A Case Study)
Presentation by
The ‘A’ Team
Ed Bell, Raphael Hammond, and Christopher Cobb

Wi-Fi
What is Wi-Fi?
Where do I get one?
What should I be concerned with?
Are there other options?
Recommendations

What is Wi-Fi?
IEEE 802.11b Direct Sequence
Trademark of the Wi-Fi Alliance
Wi-Fi enabled devices
Connect to the Internet without wires
Coverage

Who or What is Starbucks?
Global leader of specialty coffees
Offers free wireless internet service
16,850 coffee shops in over 40 countries
Fortune 500 company Ranked #241
Case study from text is not relevant

Benefits of Wi-Fi
Customer Benefits
Convenient Internet Access
Enhance Information Exchange
Starbucks Benefits
Enhance Product & Service
Enhance Customer Experience
Add Value to Society

Two Basic Structures
Infrastructure Mode
One or more access points
Ad Hoc Mode
Peer-to-peer wireless connection
Fig. 1 Sources: GAO Reports
Fig. 2 Sources: GAO Reports

Wireless Access Provider Responsibility
Operational Benefits
Economic Costs
Shared Usage Limits
Security Risks

Network Security Threats
Dual-Connect Attack Scenario
Wireless Man-in-the-Middle Attack Scenario
Denial-of-service
Eavesdropping
Message Modification
Message Relay
Misappropriation
Traffic Analysis
Fig. 4 Sources: GAO Report
Fig. 3 Sources: GAO Report

Recommendations
Security is Paramount
WEP, WPA, WPA2, EAP
Security Configuration Requirements
Encryption, authentication, VPN, and firewalls
Physical protection

Rate of data transfer.
Increase demand in data speed.
Wireless network implemented as;
Point-to-point
Point-to-multiple points
What is Throughput?

Frequency band
Frequency band referred to as bandwidth.
Change in speed (data rates) referred to as data bandwidth.
Factors: frequency bandwidth, data encoding, modulation & encryption
Carrier Sense Multiple Access with Collision Avoidance (CSMA/CA) .
Throughput v. Bandwidth

Wireless networks and wired-based speeds
Leading factors are frequency ranges, signal strengths and natural interferences.
Other factors; security, encryption and fragmentation
Individual’s consumption requirements in regards to wireless network speed.
Other Throughput Factors

High Speed Data Access (HSDA)
When most think of HSDA, there are several technologies that come to mind. We will discuss the two most prominent modes of access available today and the most likely predecessor.
Wireless Router
High Speed Cell Phone
Air Cards

Customer Access Preference:Wi-Fi Solution
Wi-Fi Solutions – connects users to an ISP Ethernet connection at 11 to 54 megabits per second. Wi-Fi covers only a few hundred feet from the access point.
Starbucks Wi-Fi provides:
Free Service
Limited Web Access
Limited to the store location
No longer an allure to customers

Customer Access Preference:Cellular Solution
Cellular Solution – has basically two means of access:
1) Cell Data Card and 2) High –Speed Cell Phone
Provided with cell-phone plan
No limits on access
Not locked to a geographical area
Makes customers independent for Internet access

Technology on the Horizon
WiMax– accesses the Internet at speeds of 75 megabits per second (Mbps). Users at a distance as far away as 30 miles would have access at slightly slower speeds. Just a couple of WiMax antennas per city could eliminate the need for Wi-Fi, DSL, T-1 circuits, and almost all forms of Internet access.

Conclusion
Wi-Fi is no longer a relevant business opportunity for Starbucks and others. Most competitors offer access free of charge. Many users are much more comfortable accessing the Internet via their personal cellular solution.

Recommended Solution
Because Wi-Fi is becoming less of a business factor for Starbucks and Others, we recommend they get in front of the WiMax technology and become the poster child for WiMax. This would allow Starbucks and Others to take advantage of advertising dollars, being on the splash page of WiMax when accessing the Internet via this new technology.

References
Coleman, D., Westcott, D. (2009). Certified Wireless Administrator Official Study Guide. Sybex. Retrieved from <http://proquestcombo.safaribooksonline.com.ezproxy.umuc.edu/book/ certification/cwna/9780470438909>
Gallo, M., Hancock, M. (2009). Network Explained. Digital Press. Retrieved from <http:// proquestcombo.safaribooksonline.com.ezproxy.umuc.edu/book/networking/>
Gohring, N. (2004). More room to roam: New technology provides far-reaching wireless connections. The Seattle Times. Retrieved from <http://community.seattletimes.nwsource.com/archive/ ?date=20040301&slug=wimax01>
Sipior, J. C., & Ward, B. T. (2007). Unintended invitation: Organizational Wi-Fi use by external roaming users. Communications of the ACM, 50(8), 72-77. Retrieved from <http://cacm.acm.org/

Starbucks Corporation. (2011). Overview. Retrieved on March 22, 2011 from <http://www.hoovers. com.ezproxy.umuc.edu/company/Starbucks_Corporation/rhkchi-1-1njea5.html>

The Cyber Truck Stop. (n.d.) Wi-Fi alternatives: Satellites & cellular service. Retrieved on March 27, 2011 from <http://www.thecybertruckstop.com/MC/wifi-alternatives.html>
References

Toh, C. (2001). Ad Hoc Mobile Wireless Networks: Protocols and Systems. Prentice Hall. Retrieved from <http://proquestcombo.safaribooksonline.com.ezproxy.umuc.edu/book/electrical-engineer>
Wilshusen, G. C., & Barkakati, N. (2010). Federal agencies have taken steps to secure wireless networks, but further actions can mitigate risk. GAO Reports, 1-45. Retrieved from <http://gao. gov/products/GAO-11-43#recommendations>

Wikimedia Foundation, Inc. (2011). Wi-Fi. Wikipedia, the free encyclopedia. Retrieved from <http://en. wikipedia.org/wiki/Wi-Fi>
WiMax.com Broadband Solutions, Inc.. (n.d.). What is WiMAX?. Retrieved March 27, 2011 from <http://www.wimax.com/general/what-is-wimax>
References (cont.)

Images
Apple. (2011). Time Capsule. Apple.com. Retrieved from <http://images.apple.com/au/timecapsule/ images/wireless_multiple20090303.jpg>
Bayfield Bunch. (2008, November 29). Travel with the Bayfield bunch. Retrieved from <http://thebayfie-ldbunch.com/2008_11_02_archive.html>
Blog Carnival: WiMax. (2009, July 4). Netizen. Retrieved from <http://technbiz.blogspot.com/2009/ 07/blog-carnival-wimax.html>
ClickTheCity.Com. (n.d.). Food and dining: Starbucks. Retrieved on March 25, 2011 from <http://food.-clickthecity.com/b/RV3b46>
Guenther, K. (2009). Starbucks: The gentle giant, swapping greed for good. The Garfield Messenger. Retrieved from <http://www.garfieldmessenger.com/news/2009/01/16/starbucks-the-gentle-giant/>
Holland, R. (2011). Linger at Starbucks with its new digital network. SMSEO technology, social media, & more. Retrieved from <http://socialmediaseo.net/tag/starbucks/>
Johnson, J. (2009, May 14). Clearwire & Cisco team up for WiMAX. Hot Hardware. Retrieved from <http://hothardware.com/News/Clearwire--Cisco-Team-Up-for-WiMAX/>
References (cont.)

Microsoft Office PowerPoint. (2007). Clip art. Retrieved March 25, 2011, from Microsoft Office 2007 PowerPoint software.
Phillips, J. (2010). Starbucks to raise prices of certain beverages: Price of green coffee beans rising. The Epoch Times. Retrieved from <http://www.theepochtimes.com/n2/ content/view/43121/>
W. L. Gore & Associates. (2011). Retrieved from <http://www.gore.com/MungoBlobs/586/1021/2-6-infiniband-sdr-ddr_lg.jpg>
Wee, W. (2010). Starbucks’ free Wi-Fi strategy revealed. Penn Olson. Retrieved from <http://www.pe-nn-olson.com/2010/08/12/starbucks-digital-network/>
Wireless @ICTP. (2011). Retrieved from <http://wireless.ictp.it/school_2006/lectures/Rob/802.11_c-hannels/pix/80211b.png
Yuga. (2010, March 8). Why is 4G/WiMax in the Philippines slow?. Retrieved from <http://www.yugat-ech.com/blog/telecoms/why-is-4gwimax-in-the-philippines-slow/>
References (cont.)

Wi-Fi & Starbucks: Is it the Right Fit?

by gbell16

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