Comment Re:Starbucks tried this more or less. (Score 1) 68
Starbucks more or less wanted to be an online order fulfillment hub. People order online, pick up, leave immediately. Ultimately, they realized this was a mistake and rolled the changes back.
Well, the thing is that having a frictionless ordering process that allows more sales-per-hour is good if the goal is to sell coffee, but the point of a Starbucks, originally, was to be a 'third place' that wasn't the home or the office, so paying $4 for a cup of coffee or $8 for a thousand-calorie caffeinated milkshake was entirely justifiable when the value proposition was "paying for a place to sit down with a cup of coffee for an hour". Shifting to a coffee pickup location means that the value proposition shifts, and paying half as much for a cup of coffee twice the size at 7-Eleven while I'm getting gas tends to win out on both cost and convenience - dissuading customers from sitting down and hanging out gives fewer reasons for people to *go to Starbucks*.
I have a feeling T-Mobile may end up doing the same.
Likely, but for different reasons. I left T-Mobile about two years ago, after being a customer for over 20 years. They weren't less expensive than Verizon or AT&T anymore, and they pissed me off for other reasons...but having a retail channel means being able to make a few dollars off accessories with new phone sales, it means having a first-point-of-contact with a rep who, at least *used to* help address customer issues from tech support to billing discrepancies, and so forth. I could understand perhaps reducing the number of stores, but if they're going to give the same service level as an MVNO (buy a phone on Amazon, everything is an online transaction), they're going to have to compete on price way better than they currently are.
It's possible that T-Mobile is looking to be a more muted player in the field and quietly make more money by just being the network of the MVNO's, but I don't think they'll be able to compete with Verizon and their retail presence without having a retail presence, any more than they'll be able to compete with the MVNO's on price.