According to its website, starting July 1, Starbucks will be providing free, unlimited, one-click Wi-Fi for all its in-store customers in the United States. Previously, the Internet was only available for free for two hours, and only if the customer was a registered user with a loyalty card. The Huffington Post reports that this move comes as Starbucks attempts to compete with smaller independent cafés, as well as McDonald's highly successful McCafé. Pointedly, McDonald's Corp, one of Starbucks' main competitors, began offering free Wi-Fi at 11,500 U.S. locations six months ago.

Starbucks recorded its first quarterly increase in customers in 13 quarters earlier this year.

IT Business notes that CIO Stephen Gillet is spearheading Starbucks' new Wi-Fi strategy. Gillet is also the general manager of Digital Ventures, a new business unit within Starbucks that is driving its latest technological offerings.

At the World Business Conference on June 14th, Starbucks CEO Howard Schultz also announced the upcoming launch of the Starbucks Digital Network. In partnership with Yahoo, the Wall Street Journal, Apple, Zagat and other premium content providers, Starbucks will offer exclusive content, community news, and local volunteer opportunities to its café patrons.