What’s the shortest distance between two points — the iphone. This week Apple applied for a patent that would let iPhone owners bypass long lines by placing orders at coffee shops and other retail outlets right from their phone. They would then be alerted via their mobile device when their order is ready.
Apple is putting into practice the idea of branded utility where companies use technology to find ways to add meaningful value to consumers lives. Starbuck’s gave us a place to get online and hear new music and Yahoo answers our questions — hopefully Apple will allow us to cut long lines.
But even more importantly as a brand, Apple is pushing the boundaries of use for mobile e-commerce. If Apple wins the write to patent a wireless system by integrating with a store’s order processing system they will give us (the consumer) the convenience of online shopping in a physical space.
This would redefine the shopping experience for consumers, while increasing the brand value of companies that employ the technology like Starbucks or say McDonald’s.
Let’s hope for all our sakes this technology becomes a reality.
