Charlie Rose Talks to Starbucks CEO Howard Schultz

Since you came back to the company in 2008, how important have mobile payments become?
Everyone in the world is chasing mobile payment. The question is, who’s going to become the Visa of digital payment? There’s no doubt the phone is going to be your digital wallet. This draws everybody. It’s Google. It’s Apple. It’s PayPal. But Starbucks has a unique position in that we’re already processing over 5 million mobile transactions a week—and it’s integrated into our loyalty program and gift card program.

You’re aiming for a market capitalization of $100 billion [up from the current $56 billion]. How will you achieve that?
What we’ve built is not steeped in Americana any more. In fact, it’s as relevant in Hangzhou as it is in Madrid. The relevancy is the sense of community, bringing people together in a place where they feel comfortable celebrating coffee and conversation. It all starts with the culture and values of the company. We did $15 billion in revenue this year at $5 an average sale. The equity of the brand is how people act and the experience they create.