debunking apple passbook
TRANSCRIPT
OBJECTIVES
INCREASE YOUR KNOWLEDGE 2
‣ Speak confidently about the “electronic wallet” and the capabilities of Apple Passbook
‣ Identify and remove the barriers to entry for any business wanting to implement mobile passes
‣ Understand & articulate the massive opportunities for marketers and mobile developers to take on Passbook technology
Text
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WHAT IS PASSBOOK
RATE YOUR CURRENT UNDERSTANDING
‣ How bad are you hurting to know more?
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source: ahutton.com
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WHAT IS PASSBOOK
LEATHER WALLET
‣ Invented in late 1600’s after paper currency was introduced‣ Content: Currency, credit card, identification cards, store valued cards,
membership cards, business cards, notes, receipts
‣Shift already moving to electronic
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WHAT IS PASSBOOK
DEFINITION OF THE ELECTRONIC WALLET6
Digital/Electronic WalletElectronic device that allows individuals to make electronic transactions (not always currency, i.e. coupons, tickets, reward points
Online/Virtual Wallet
Program or web service that allows users to store and control online shopping information details in one place (login info, password, address, credit card) - i.e. Google Wallet, PayPayl
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PROCESS MAPPING
REPLACING THE CURRENT WALLET ECOSYSTEM7
‣ wallet content producer
‣ merchant
‣ the wallet
‣ wallet content
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WHAT IS PASSBOOK
WORLD OF ELECTRONIC WALLET8
OPEN CLOSED
InstallStartupsTrust
No installInherentTrustCloud
SIM basedClient sideauthenticate
Specific to channeli.e. GoogleWallet
Native
3rd Party
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KEY OBJECTIVE(S) AGENDA
RESOURCESDELIVERABLE
EXERCISE
Define commonly accepted use of the traditional leather wallet
Time 1. Group identification of what is placed into their wallet
2. Collectively discuss content pieces that are already, or soon to be migrated to the mobile phone
Distill what content is replaced by electronic wallet
Post it notesFlip chart
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KEEPING IN PROCESS
AIRLINE BOOKING EXPERIENCE
‣ From booking to boarding
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Future1990s
TODAY
1950’s
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KEEPING IN PROCESS
PROCESS DOES NOT CHANGE
‣ Post or pickup (paper)‣ Email, to print out (paper/digital)‣ Document on mobile (digital)‣ Travel Pass via Passbook (digital)
‣Process essentially same for over 100+ years, the way tickets are created, distributed, managed has changed
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KEEPING IN PROCESS
CURRENT METHOD - MEMBERSHIP CARD14
CREATE‣ Design and
production house (electronic strip, chip, name,
DISTRIBUTE‣ Cards
delivered via Postal Service
MANAGE‣ User receives card and decides when to put in wallet
‣ Merchant distributes related content via (email, website, etc.)
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KEEPING IN PROCESS
OTHER PASSBOOK PASSES15
CREATE‣ Developer or
via Application (i.e. PassKit)
DISTRIBUTE‣ Cards are
delivered to Smartphone
MANAGE‣ User receives and decides when to ADD/DELETE in wallet
‣ Merchant distributes related content via Pass + email, website, etc.
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KEY OBJECTIVE(S) AGENDA
RESOURCESDELIVERABLE
EXERCISE
To demonstrate how passes are created, distributed and manages via PassKit
Time 1. Show and tell demonstration2. Create via Pass Designer (front and back design)3. Email, QR Code, SMS. Deliver to attendee’s
phones4. Management scan, send an update, statistics
Attendees receive a pass on phone for next session.
Internet access and laptop
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WHY NOW?
USER DEMAND AND ADOPTION‣ Native App on all IOS 6 - Full support, cannot delete‣ Passes accessible on Android, Windows, Blackberry‣ Acceptable for items with low security risk‣ Concerns of merchants accessing data from phone‣ Opt-In, user controls via pass acceptance
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Cash to Credit Card
PaperEmailText
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WHY NOW?
MARKET OPPORTUNITY
‣ Is there a demand?
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App Store Madness‣ Demand for
better, quality apps
‣ Best social & messenger features
WeChat Dominance
Launch Jan 2011
300 Million Users, Mar 2013
July 2008App Store Introduced
CUSTOMER MORES‣ More Quality‣ More Value‣ More Convenience‣ More Relevance‣ More Security‣ More ME!
= Better Life!20
WHY NOW? 21
Apple SVP of Marketing Phill Schiller announces 300M devices now on iOS6+
Jan, 2013
source: insidemobileapps.com
Samsung Native Wallet expected to launch on phones May 2013.
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WHY NOW?
TANGIBLE BENEFITS
‣ (Example: Facebook Connect Infographic)
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Reduce Operational, Marketing
Costs
Concept to Cash - Speed
to MarketIncrease Online
to Offline
Integrated, creative
marketing
Better Connect & Understand
Customer
Brand Elevation - Leading Edge
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WHY NOW?
RESPECT THE OPPORTUNITY
‣ Create Relevant Messaging‣ Not mass market strategy, one-to-one relationships‣ Avoid getting tuned out‣ Allow users a choice/control
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OBJECTIVES
INCREASE YOUR KNOWLEDGE 27
‣ Speak confidently about the “electronic wallet” and the capabilities of Apple Passbook
‣ Identify and remove the barriers to entry for any business wanting to implement mobile passes
‣ Understand & articulate the massive opportunities for marketers and mobile developers to take on Passbook technology
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