In January 2011, Starbucks began accepting mobile payments via the Starbucks Card Mobile iPhone and BlackBerry applications at 6,800 company-operated stores.

When Starbucks launched their system was met with a security flaw, a flaw that hasn’t slowed down the success of the company’s ipHone and BlackBerry apps.

According to the company, more than 3 million people have used the payment app since it launched.

Starbucks Vice President Brady Brewer told USA Today: “Starbucks now offers the nation’s largest mobile payment network.”

The Starbucks mobile payments offering is a “touch to pay” system. It allows the customer to hold up the app’s barcode to the in-store scanner at the register to pay using the electronic tender. The program was piloted at select stores in September 2009. After extensive testing, it was found to be the fastest way for customers to pay.

Mobile payments is just one element of a much larger social and digital media strategy that Schultz refers to as a “blueprint for growth.” This involves the brand crossing over into the consumer packaged goods (CPG) category by leveraging its digital and social properties. Schultz was eager to inform shareholders that the Starbucks brand is number one on Facebook with 29 million fans, and is also a top brand on Twitter and Foursquare.