mobile wallets redefined and the impact of apple’s passbook
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Mobile Marketing Association
JACK PHILBIN
Co-founder & CEO, Vibes
Chairman NA, MMA
Mobile Wallets RedefinedThe Impact of Apple’s Passbook
JACK PHILBINCo-Founder & CEO, VibesChairman NA, [email protected] @jackphilbin
#Passbookresults
3 ©2013 Vibes. All Rights Reserved. Confidential
Mobile Wallets Redefined
Today’s Speakers
#Passbookresults
Jack PhilbinCo-Founder & CEO VibesChairman NA, MMA
Steve IbachVice President, Digital PartnershipsInmar
Catherine TaborChief Executive OfficerSparkfly
Anne ZybowskiVice President, Retail InsightsKantar Retail
4 ©2013 Vibes. All Rights Reserved. Confidential
Mobile wallet ecosystem: Passbook in context
m-Commerce
5 ©2013 Vibes. All Rights Reserved. Confidential
The Passbook opportunity
• Apple launched Passbook in September with the iOS 6 update
• Apple as a trusted service provider
• Save for later feature = extreme convenience
• Time, location and interactive features make Passbook different
• A week after Passbook launch, Vibes started its Beta program – 10 Passbook programs
Boarding Pass
Event Ticket
Loyalty Card
Coupon or Offer
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Time, location and interaction are key for engagement
Sears location
User enters within a 100-meter radius of a location and receives a notification to their phone
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Vibes clients leveraging Passbook – 10+ Programs
87% - 96%
Of users had non-iOS6 device
Of users who installed a Pass, retained it after the offer expired
60% -70%
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Passbook drives significant engagement and foot traffic
7-13% redeemed
pass in-store
3-18% clicked through
to offer
30-60% users with Passbook
35-60% added the
Pass
87-96% retained the
Pass after offer expired
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Passbook drives significant engagement and foot traffic
Build-A-BearUniversity of
MichiganSearsTexas
Roadhouse
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Passbook success factors
Passes should be distributed through multiple channels
1. Distribution
Mobile wallet programs should support all smartphones
2. Reach
Pass management and measurement is essential
3. Management
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1. Distribution: use multiple channels to distribute Passes
PassbookPass
Text
Mobile Ads
Apps Email
Web
Direct mail
Social
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2. Reach: offer a solution for all smartphone users
Passbook Pass Mobile Web
Text BEER to 84237
iOS 6?
YES NO
iPhone
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3: Management: manage Passes throughout the lifecycle
Create
Distribute
ManageMeasure
Optimize
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What’s next with mobile wallets?
Non-PaymentValue Proposition
Apple Passbook
• Consumer Focused• Used by Marketing• Mobile Marketing
PaymentValue Proposition
Google Wallet
• Transaction Focused• Used by Finance / IT• Mobile Payments
“Next Level”Mobile Wallet
15 ©2013 Vibes. All Rights Reserved. Confidential
Mobile Wallets Redefined
Today’s Speakers
#Passbookresults
Jack PhilbinCo-Founder & CEO VibesChairman NA, MMA
Steve IbachVice President, Digital PartnershipsInmar
Catherine TaborChief Executive OfficerSparkfly
Anne ZybowskiVice President, Retail InsightsKantar Retail
16 ©2013 Vibes. All Rights Reserved. Confidential
Stop by Vibes’ booth (#14) to
pick up an advance copy
of the Passbook report
Mobile Wallets RedefinedThe Impact of Apple’s Passbook
JACK PHILBINCo-Founder & CEO, VibesChairman NA, [email protected] @jackphilbin
#Passbookresults