Borders Book Store

Paper Summary:

This paper discusses the future prospects of Borders Book Store. It particularly discusses the need increase its use of technology, as Borders is, by definition, as company that sells low-tech products - books. The paper analyzes a proposal for including WiFi technology in Borders cafes and discusses the pros and cons of this addition. It concludes that test-marketing may be necessary to test the viability of using WiFi technology.

Table of Contents:
Borders Book Store
What is WiFi? Why WiFi? --Pros
WiFi--Cons
Test-marketing

From the Paper:

"The downside to including a WiFi network within Borders cafes is that customers may be more apt to do work or talk to their virtual friends on the Internet, than peruse Borders afterwards and buy books and magazines. The time spent on the Internet is time that will NOT be spent looking at Borders items for sale. Although the cafe is an important part of Borders business, if customers are coming just to access the WiFi network, Borders cafes will not necessarily have an additional attraction, as opposed to a local Starbucks or restaurant that also offers WiFi and perhaps a larger selection of food and beverage items. Also, customers who wish to do work or socialize upon their laptops usually come in alone, rather than in more lucrative couples from the cafe's point of view. When using the Internet, these solitary patrons stay longer, perhaps, then if they were just looking at magazine within the store, also minimizing the amount of places for customers to sit down and eat, and reducing the total amount of patrons able to eat at the cafe."

Sample of Sources Used:

• Brain, Marshall. (2006) "How WiFi Works." Howstuffworks.com. Retrieved 5 May 2006 at http://computer.howstuffworks.com/wireless-network.htm/printable
• Piven, Joshua. (Jan 2002) "Say bye-bye to WiFi?" Computer Technology Review. Retrieved 5 May 2006 at http://b.casalemedia.com/V2/41979/61538/index.html?www.findarticles.com/p/articles/mi_m0BRZ/is_1_22/ai_110227148

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