Last week’s iPod refresh and controversial iPhone price reduction obscured one of Apple’s more interesting announcements: Starbucks Music. You walk into a Starbucks, hear a song you like, pull out your iPod touch to visit the iTunes Wi-Fi Music Store (iTWFS), and there on the bottom-left of the screen, you see a Starbucks icon, ready to tell you about the song you’re hearing right now.
Locale-based services like this benefit users and businesses alike. In this case, you get to learn more about and possibly buy songs you like, and Starbucks gets to sell them to you, via iTunes. And because you don’t see the Starbucks icon until you actually visit the iTWFS, the resulting experience is restricted to the marketplace—you don’t see the icon when you’re listening to your own music, for instance.
Technically speaking, locale-based services require careful coordination between the various players. Regarding the iTunes-Starbucks service, a server within participating Starbucks probably broadcasts its service via Apple’s Bonjour, which the iPod looks for once you enter the iTWFS. The software support for the Starbucks presence within the iTWFS probably ships on the iPod.
But imagine this approach extended to other locale-based services. You’re in the airport and wondering which carousel your luggage is headed for, so you pull out your iPod, touch Airport, and ah, Carousel 3. Or special dishes in a restaurant. Or sales in a store. Some of these can be done as a Web page as well, but the experience of seeing the service is far more compelling and useful.
The Starbucks experience is probably built right into the iPod, but there’s no reason other locale-based experiences couldn’t be downloaded on-demand. They could be coordinated within a section devoted to them, perhaps accessed via a Services icon.
And GPS in later models will only make these services more useful. You’re in a museum and standing in front of a painting, wondering about the artist.
Locale-based services like these are now a reality. Expect Apple to announce more of them.