How Starbucks brews its mobile strategy

By Stephanie Overby , CIO |  Mobile & Wireless, mobile payments

But the biggest challenge "is just being realistic about what we can actually accomplish at one time," says Brotman, who oversees the digital strategy for 18,000 retail locations in 60 countries.

"Customers have embraced what we've done so far, and we have a robust road map of what we want to do next." The trick to keeping up the pace is that there is none, he says. "It's just a lot of hard work--sitting down cross-functionally, getting aligned [with] our priorities and the resources available, and working our way through it."

It's critical to resist the urge to put technology first in the quickly evolving mobile arena, ABrotman says. "You have to start with the customer and what you're really trying to do from a customer-Arelationship perspective. Then you can work backward to what the user experience will be, and then work backward from that to develop a technical solution."

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Originally published on CIO |  Click here to read the original story.
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