Taco Bell’s Mobile In-Store Program Good, But It Could Be Far Better
July 7th, 2011But the chain's mobile move is missing most of the value of mobile, and this is especially disappointing given that the free Wi-Fi is part of a major in-store television rollout. The chain's 5,600 locations will have video throughout the store that will "feature engaging content such as music, lifestyle, entertainment and sports, and also free Wi-Fi to keep our consumers connected with their friends." That sounds fine, although it's supremely vague, even for a news release. ("Hmmmm. What type of engaging content will you offer?" "Entertainment." "You sold me.") But here's where it starts to get sad. Is that informational—as in "alert me if severe weather is suddenly predicted for the area I am in" or "message me if there's news on any of the following keywords"—or is it merely ads?Read more...