Despite Starbucks announcing the launch of free, unrestricted Wi-Fi access for customers at their US coffee shops from June 1, Starbucks outlets in Phuket are still charging customers for using their Wi-Fi connections.

The Starbucks outlets at Central Festival Phuket and on Patong beach road charge customers 150 baht per hour to use their wireless connections.

Customers buy a card with scratch-off strips revealing a temporary username and password for Wi-Fi access.

After logging on with the username and password on the card, a second page appears, requiring the customer to fill in more personal details before being allowed to continue.

KCS is the actual Phuket Starbucks hot spot service provider. Registration on this second page requires entering a full name, a passport or ID number and an email address.

This registration requirement (as stated on the login page) is to be “in compliance with the principle of the Computer Related Crime Act B.E. 2250″, which went in to effect in Thailand on June 10th, 2007.

The act outlines punishments for cyber crimes, such as the distribution of offensive materials and damage to people or property.

However, according to observers, Starbucks’ June 1st announcement is a significant strategic move in the coffee shop ‘Wi-Fi War’, which could mean much greater profits than from simply charging individual customers to access the internet.

According to PCWorld columnist Mike Elgan, Starbucks will ‘win the Wi-Fi War ‘, by giving free wireless internet access to customers.

However, Starbucks will control the branded content see by customers when they log on.

Customers logging on to the “Starbucks Digital Network” will have free access to publications such as The Wall Street Journal, The New York Times and USA Today. Apple iTune downloads, restaurant reviews and a ‘Wellness Channel’ are also part of the package, says Mike Elgan.

Starbucks will profit from luring customers with free content, upselling through their own advertising channel, and take a share of customers’ subscriptions to the content providers; a move which is expected to virtually wipe out the smaller coffee shops competing in the Wi-Fi War.