business news in context, analysis with attitude

GeekWire has a story about how Starbucks has worked with Microsoft to design a new feature for its Outlook email client that "will let Outlook users quickly schedule meetings at nearby Starbucks locations, and purchase and send Starbucks gift cards without leaving the email program. It will be accessible from the ribbon in Outlook to people who install the Starbucks add-in, once it’s available."

The feature was demonstrated at a recent Microsoft Build developer conference, and is described by GeekWire as "part of Microsoft’s effort to further position its Office software as a platform for other companies and developers. Microsoft has been expanding the reach of Office through the Office 365 subscription service —which counted more than 20.6 million consumer subscribers as of the end of 2015 — and by making the Office apps available for free on Android and iOS."
KC's View:
This strikes me as a natural complement to Starbucks' successful mobile program that allows customers to order and pay for products before getting to the store, not to mention compile points that can be used for free drinks. Again, this is all about keeping people inside the bubble, and not letting them outside.