BizSugar.com › Marketing › Starbucks' Lame Launch of Largest Mobile Payment System in US

The news of the day is Starbucks’ launch of nationwide mobile payment system.

Brady Brewer, vice president Starbucks Card and Brand Loyalty, said: "With mobile payment, the Starbucks Card platform further elevates the customer experience by delivering convenience, rewarding loyalty and continuing to build an emotional connection with our customers."

No doubt about it. However, the first question that came to my mind was: what does end user get in exchange for this loyalty apart from the mobile app and "an emotional connection"?