Third place, third screen, third world

Known as the third place (away from home and work), Starbucks did not stop after opening up in Forbidden City, China.

It has just opened for business in Vietnam (where the I-phone, our third screen – after TV and desktop – recently made a stirring appearance).

Vietnam young consumer segment and older generations with French-cafe habit are low-hanging fruit.

It will have to acquire prime real estate and make an inroad into tourist centers, or M&A with existing Viet-Thai International who operates Highland coffee chain.

Either way, the WiFi Third Place is here in once Third World., Cheryl Crow‘ s pipe-in music (if it makes you happy, and why the hell are you so sad).  After all, Hard Rock cafe has beaten Starbucks to the punch.  Now the hard part is how to translate those “tall ice latte” into Vietnamese.

Those slim bodies are ready to put on some weight.  Soon, location-based promotion will pop up on those I-phones, showing tourists where to get a foamy caffeine fix. It’s no longer Third World but where ever there is a Third Place with Third Screen, that’s home.

No need for coded song (White Christmas) to launch an evacuation. Just stay put for the next Cheryl Crow’s spin on an old Carpenter’s song “While life goes on around him everywhere he’s playing solitaire”. Third Place, third screen, anywhere.


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