Bleeding After Week Period End

Starbucks, barista of hyperlocal interactive marketing?

Feet on the ground and above storefront
Decidedly, Starbucks will leverage new digital technologies for marketing and business value for its places of vente.Je you spoke in a recent post , exploitation of Foursquare for loyalty by providing their fans a badge of office "King Coffee" by the game check'in LBS in bars, opening entitled to certain benefits and couponing.




A smart card mixed cloud in the smartphone consumer
And now Starbucks operates the means of payment such as mobile channel mixing loyalty card loyalty and payment card, all integrated into a mobile application to download on your Smartphone (iPhone and iPodTouch). In short, manage its loyalty card remotely, everywhere, and in situ once there instead of consumption. After a successful test period in a limited geographical area, the company deploys the mobile application, the Starbucks Card Mobile App in more than 1000 stores across the Atlantic.




Prepaid Card connected: my smartphone to choose my coffee, pay for my purchase and manage my coupons to purchase
The application allows Starbucks customers to place orders, check their balance, to recharge the card and view transactions (customer history) and pay from their smartphone.

Trademark: my smartphone to reward myself
A brand loyalty by the mode of payment dematerializing the loyalty card in the smartphone device, allows the shot to expand, increase capabilities of the loyalty card and thus strengthen the commitment at the sign and place:
integrate-couponing
immediate and personalized location-based, push-

more services, for example offer free WiFi for 2 hours straight.

- geolocation situate the starbucks closest

Starbucks, what next? Towards Ubimedia business by enhancing the local ecosystem personalized
For now, the innovation of the Starbucks sticks. But I'm willing to bet that this is only the beginning of a comprehensive program to leverage the capabilities of Digital pushed to the point of sale at the time of the new Internet (social, mobile, multi-devices, hyper-real-time, short Ubimedia). Also, should consider a bar as a Starbucks hyperlieu that interfaces to other locations within the geographical area, forming ecosystem run by comings and goings of Challand connected to their staff and lifestreaming service offers local ambient. From there, the range of possibilities is open in terms of uses and services but also to enhancement of customer knowledge and identity management Digital (...)

can imagine cross-service synergies (with Foursquare correctly) and partenariast premises. A track for a sign as Starbucks is to monetize and promote each of its bars as a crossroads of the district court for the benefit of the local ecosystem. For example couponning combined with other signs nearby, a bit like MacDonald and movie cinemas. There is this idea fundamental signs for the networks to syndicate places because they encapsulate the value (content, services, audience qualified micro-communities). Wifi help, we can easily imagine the push teaches a mini-cloud servicial custom on the sign, the mobile application as the sensor ( but one can imagine other devices with tactile stickers flashcode or objects communicating with rfid for 're offline interactive widgets such as diesel initiative with facebook ) to access services and content + co -branded, contextualized around the bar and on the local ecosystem. This is "a little more" than just monetization Panel Signage (these screens TV spots aired in a loop), it is to monetize a physical space become interactive and affinity: a hyperlieu enriched by the presence of a niche community of regulars and visitors to the site interacting with digital services in situ. A sort of Internet cafe wireless interconnected to the geographical area in are:)




Who says hyperlieu, said local online reputation
From the moment the recovery of a place through its visitors and their interactions, it must integrate the dimension of e-reputation throughout the area and so the sign that inhabits and animates . This means that the leadership role of the tenant or person in charge of point of sale should acquire skills in community management and upgrade "geekery". For proof, this testimony on the misuse that has been made Foursquare about a Parisian Starbucks, a form of hacking at the French. At this point one might wonder whether it would be appropriate to publish a badge "Raleur the corner" (it is well known, we like to moan rather than plebiscite in France, right? ;-) ...




Bonus: the video of the launch of the Starbucks Card Mobile App:

Idea syndicate places because they encapsulate the value (content of hearing, niches).

Stay tuned.

Science Project Called Dancing Raisins

The song rebel Joseph O'Connor

"In any nation built on a civil war, the monster becomes possible. Just look at Ireland to find out. Kill your brother and few deaths are unthinkable. "If

Joseph O'Connor puts these words into the mouth of Daniel J. Mc Lelland, one of narrator of his novel Redemption Falls , he could pronounce them. For this Irish novelist born in the conflict had to learn to look at the world through the prism of hatred and fratricidal transmitted. We guess it was built by querying the catechism: the other side of me, the enemy who could be my friend, my lover, why not in another context, that he should hate him, the killing perhaps, if I have the strength. At the heart of the work of this talented writer much, there is first antagonism. This is the first level of confrontation between people. What to do with this hostility, turning what is it possible? These questions run through as a wave of exciting and captivating novels that project us in a disturbing human odyssey. In " hills alert " superb new collection of good Christians, a young veteran of the IRA layer unknowingly with a British soldier. This discovery will expose them both to a deadly dilemma. Are they the pawns of a tragedy played in advance? There are contexts or love, friendship or simple humanity require a real political courage and may lead you to the firing squad or lynching. This moment of truth in the life of someone he weighs up his mixed feelings - love and hate unexpected learned - his cowardice, loyalty, fear and courage, Joseph O'Connor fascinates and haunts each of his stories. Which were born in the Irish peat, between famine and rebellion, to achieve universal and come talk to us.

"Let every man be the sum of his choices is only the truth. Each can also be something more. "
That" something "irrational in the grain oiled machine, is what allows us to go beyond the role we have been assigned once and for all militant IRA owner full of arrogance, assassin, countess frivolous, Confederate soldier or veteran of the Union. What makes us human, exactly. In his novels, Joseph O'Connor from frozen situations, archetypal: in the Etoile des Mers , named the boat carries four hundred die-the-Irish hunger and fifteen privileged to New York and hope a better destiny. On board, an assassin in tatters, Pius Mulvey, who came to kill Lord David Merredith Kingscourt, ruined owner who hopes to rebuild America. It is November 1847, at the heart of the great famine decimated Ireland and drove millions of Irish to emigrate to the risk of their lives. L'Etoile des Mers is in these "coffin ships" last chance. Everything seems to separate the damned of the decks - dying one after the other - the wealthy first class, indifferent and narcissistic. But things are not what they seem, and over a passage full of suspense, the masks fall and the characters become more complex while the reader goes from revelation to revelation. Joseph O'Connor's books are journeys that take us as we are, steeped in certainties and prejudices, for us driving, breaks in turnarounds, struck and delighted, spanning the entire range of human emotions, about this elsewhere that we reach at the same time as the characters in this upheaval which laughter mingles with tears.

One might expect that the Irish novelist is interested in the Civil War, the fratricidal war of choice, which is part of Irish history since tens of Millers Irish emigrant there were enrolled mainly in the ranks of the Union. This is done with his latest novel, Redemption Falls , which begins in January 1865, several months before the surrender General Lee, chief of the Confederate Army, sealing the end of a butcher of the worst that America has ever known. A young girl wanders the southern states in search of his little brother who fled Jeddo. Her name is Eliza Duane Mooney. She is afraid but she advances in these devastated regions battered by cruel and bloodthirsty bandits, where one crosses like ghosts ragged and starving remnants of the moth-eaten Confederation:

"Back away from view a hut. The gravel road in the thick horn. Splinters of stone in the lacerated feet. Splinters of pain, cramping in the hamstring, vain prayers for shoes.
It took almost a month to cross the Louisiana. About twenty miles a day. Twenty-six miles. A soldier kicked and fed, may have defected to face such a trial. Eliza Duane Mooney not. "
Meanwhile, in Redemption Falls, a new governor is responsible for keeping order on behalf of the Union. General O'Keefe is a drive, Irish rebel who survived imprisonment and a shipwreck before joining the Northern Army. But it has much to do to prevail in the Territories of the mountains, rough and brutal land where it stands out as an enemy. He received a wild mute, one of those kids spit out by the war and was attached to it. And then there is his wife, Lucia, passionate and full, whose character is as impossible to bend than his. All these characters, Eliza, the lost child, the General and his wife, struggling to save a few precious crumbs of their previous lives in a world in distress. But the spiral of violence and misery that surrounds them could take them in turn. If Redemption Falls as Etoile des Mers , is both historical novel and breathless thriller, it contains the themes dear to the author:

"It was the day the new arrivals were Appomattox. The war was over, Lee had surrendered. In his surrender there was distrust, or what Southerners call the nobility. Its nice uniform pressed as to the ball, his gloriously caparisoned stallion. Conquering armies had looked down to them. Its buttons were so duffle they sparkled in the sun. Grant, the victor, was wearing a uniform of a private. It was the loser who seemed to be the champion.
The armistice signed - It was not very long - the rebels had laid down their arms in piles on the road, they crossed to get to where stood their conquerors. The northerners had their hand out and offered food packages, bandages. The rebels then were returned to their families. Those who had a horse had been allowed to keep, so they can again work the land. Six hundred thousand dead. The South to ashes. All it took to stop the killing, was crossing a road. "

Cross the road, this thing is so simple and so difficult is willing to see the world from the other side. On the other side. Leave his perspective forever, and agree to be changed. To get there, sometimes you go through the most naked violence. And that's what will happen to Bill Sweeney, the hero of the magnificent Irish In . Small satellite dishes representative living in Galway, Ireland, he wrote letters to his daughter Maeve. The girl is in a coma since a band of thugs brutally attacked one evening in the gas station where she worked. Billie Sweeney since become a man obsessed, consumed by hate and grief. He attends trial of his assailants, when one of them, their alleged leader, escaped. Therefore, it has only one obsession: to find him, track him down, make him suffer, kill it. I do not reveal the twists of this novel is one of the most beautiful I have ever read, but all I have developed above it is expressed to perfection the strength of the conflict , injuries it inflicts collateral, hatred that results. But also something that makes us something else than the sum of our choices, and reminds us of our humanity.

If I barely touched by the richness of the work of Joseph O'Connor its evocative power of his talent and romantic, I hope in any case have given you want to throw you promptly on his novels.

Here the nice review of Thomas Sinaeve on The Irish .

soon.

Gaëlle Nohant