This is not a new concept, free Wi-Fi is something people now expect from a café and most public places. The crumpled communal newspapers are being replaced by laptops and Apple gadgets. However, it is the upcoming launch of the Starbucks Digital Network (SDN) that is changing the dynamic of the café. Partnerships with iTunes, The New York Times, Patch, USA TODAY, The Wall Street Journal, Yahoo! and others are enabling Starbucks to offer otherwise exclusive content free to their in-store customers. Paywalls on news sites such as The Wall Street Journal can be sidestepped upon purchase of a beverage and free downloadable music will be available through their deals with iTunes. So their stores become downloading hubs. Not being able to find a place within the specialty coffee market has forced the company to give stuff away for free in order to get back on top. As they filter information in their cafés to caffeinated consumers, they will no doubt reinvigorate their brand.