More Related Content Similar to Apple's Passbook and Google Wallet: 5 key differences you need to know (20) More from Vibes_Thought_Leadership (7) Apple's Passbook and Google Wallet: 5 key differences you need to know1. Apple's Passbook and Google Wallet:
5 key differences you need to know
NOVEMBER 26, 2013!
Julie Novack, SVP, Mobile Solutions, Vibes
John Haro, Chief Technology Officer, Vibes
#MobileWallet!
@JulieRothNovack!
@JohnHaro!
2. 2
Discussion topics
1. Mobile Wallet 101
2. Key Differences:
Google Wallet &
Apple Passbook
3. Mobile Wallet
Marketing Best
Practices
#MobileWallet!
©2013 Vibes All rights reserved. Confidential
3. 3
Discussion topics
1. Mobile Wallet 101
2. Key Differences:
Google Wallet &
Apple Passbook
3. Mobile Wallet
Marketing Best
Practices
#MobileWallet!
©2013 Vibes All rights reserved. Confidential
4. Mobile wallet marketing: a new frontier!
4
Mobile
marketing !
mobile
database
Mobile
service!
mobile
payments
service
alerts
targeting &
segmentation
loyalty
program
activation
SMS
QR
codes
sponsoredtext
mobile
web experiences
m-commerce
apps
Mobile !
experiences!
©2013 Vibes All rights reserved. Confidential
MMS
push
notification
mobile wallet!
marketing!
service
apps
mobile
alerts
rich
media
ads
mobile
display
ads
Mobile
advertising!
Mobile
media
buys
5. Passbook launched mobile wallet marketing movement!
§
Apple started the non-payment
movement in Sept 2012 with
Passbook, allowing users to
save and organize:
-
-
Loyalty cards
-
Tickets
-
§
Offers and coupons
Boarding passes
Google Wallet launched their
non-payment solution a year
later in Sept 2013.
©2013 Vibes All rights reserved. Confidential
5
6. No words needed to explain the value to the consumer!!
©2013 Vibes All rights reserved. Confidential
6
7. Seeing is believing…try it out!!
7
Text STYLE to 84237!
Google Wallet
©2013 Vibes All rights reserved. Confidential
Apple Passbook
Other
8. Benefits of mobile wallet !
For the Consumer!
8
For the Marketer!
§
Convenience
§
Higher conversion
§
Timely reminders (expiring points)
§
Ability to update content and offers
§
Location triggers
§
Low cost location-based marketing
Build-A-Bear
Store
©2013 Vibes All rights reserved. Confidential
9. Vibes’ Consumer Study: 85% see the benefits of mobile wallet!
9
Mobile wallet benefits
Digitizing
paper items
Organizing
on your
smartphone
Managing
point
balances
13%
22%
Time
sensitive
offers
Automatically
updated items
13%
19%
85% perceived benefit!
Base: Total n=1,000
Source: Vibes 2013 mobile consumer survey – July 2013
©2013 Vibes All rights reserved. Confidential
10%
Location
aware alerts
No
Benefit
7%
15%
10. Mobile wallet has proven to be effective for marketers!
Sample metrics from mobile
wallet programs:!
§
64% increase in conversions from
Passbook over mobile web coupon
§
24% increase in average order
value with Passbook over mobile
web coupon
§
7% lift in email conversion using
mobile wallet
©2013 Vibes All rights reserved. Confidential
Source: Vibes Passbook Program client metrics
10
11. The mobile wallet disconnect…!
11
Consumers want it...!
Only!
85%
19%
of smartphone
users see the nonpayment benefits
of the mobile wallet
Source: Vibes 2013 mobile consumer survey – July 2013
©2013 Vibes All rights reserved. Confidential
of smartphone users
have noticed any
retailer offering mobile
wallet specific content
12. This disconnect is about to change!
§
Most companies are jumping in head first
§
The companies that are aren’t have their reasons:
-
Can’t scan at register (we have work arounds – don’t let this stop you)
-
App team is “working on it” (CRM team needs to own this – it is a
communication channel that should be coordinated with Text and Push)
-
Unaware of benefits or adoption (download our consumer study)
©2013 Vibes All rights reserved. Confidential
12
13. 13
Discussion topics
1. Mobile Wallet 101
2. Key Differences:
Google Wallet &
Apple Passbook
3. Mobile Wallet
Marketing Best
Practices
#MobileWallet!
©2013 Vibes All rights reserved. Confidential
14. Google Wallet & Apple Passbook: 5 key differences!
1!
How do you get it?
2!
What does it look like?
3!
Where do offers and
loyalty cards live?
4!
What does it do once
I have it?
5!
How does it use
my location?
Can I pay for things?
©2013 Vibes All rights reserved. Confidential
14
15. 1. How do you get it?!
Apple Passbook
©2013 Vibes All rights reserved. Confidential
15
Google Wallet
16. 2. What does it look like?!
16
Anatomy of a Google Wallet offer
Valid dates,
Provider
Merchant, Offer,
and Image
Details, Terms
Label, Barcode,
Alternate Text
Links
©2013 Vibes All rights reserved. Confidential
17. 2. What does it look like?!
17
Anatomy of a Google Wallet loyalty
Image,
Merchant, Points
and tier fields
Label, Barcode,
Alternate Text
Member
Name, ID
Messages
Links
©2013 Vibes All rights reserved. Confidential
18. 2. What does it look like?!
18
Anatomy of a Passbook offer
Image, Header,
Label - Value
Buttons,
switches
Image and
feature fields
Multiple labels
and fields
Barcode and
label
©2013 Vibes All rights reserved. Confidential
Content by
Labels
and fields
19. 2. What does it look like?!
19
Anatomy of a Passbook loyalty card
Image, Header,
Label - Value
Image and
feature fields
Multiple labels
and fields
Barcode and
label
©2013 Vibes All rights reserved. Confidential
Buttons,
switches
Content by
Labels
and fields
20. 3. Where do offers and loyalty cards live?!
Apple Passbook
©2013 Vibes All rights reserved. Confidential
20
Google Wallet
21. 4. What does it do once I have it?!
Passbook
§
Any content can be changed
with little restriction
§
Notifications are triggered by
changes… or not
§
The message is controlled by
the pass creator
©2013 Vibes All rights reserved. Confidential
21
22. 4. What does it do once I have it?!
Google Wallet
§
Any content can be changed
with some restriction
§
Notifications are not sent for
changes
§
Loyalty objects have
“Messages” available while in
Wallet
©2013 Vibes All rights reserved. Confidential
22
23. 5. How does it use it my location?!
23
Google Wallet
Location-based notifications
©2013 Vibes All rights reserved. Confidential
Google Now
24. 5. How does it use it my location?!
Passbook
24
User enters within a 100-meter radius of a location !
and receives a notification to their phone
Build-AVibes
Bear
Workshop
©2013 Vibes All rights reserved. Confidential
25. 5. How does it use it my location?!
iBeacon
©2013 Vibes All rights reserved. Confidential
25
26. Google Wallet & Apple Passbook: 5 key differences!
1!
How do you get it?
2!
What does it look like?
3!
Where do offers and
loyalty cards live?
4!
What does it do once
I have it?
5!
How does it use
my location?
Can I pay for things?
©2013 Vibes All rights reserved. Confidential
26
27. Can I pay for things?!
©2013 Vibes All rights reserved. Confidential
27
28. Cheat Sheet: Google Wallet & Apple Passbook!
Google Wallet
28
Apple Passbook
§
Installation: Not native to Android operating
system, but available on iOS as well. Must
download from Play Store or iTunes
§
Installation: Natively installed on iPhone as
part of iOS 6/7 operating system update.
Includes nearly all iPhones
§
Layout: Somewhat restrictive for consistency,
most content updatable
§
Layout: Some restriction on placement, but
all content and fields changeable
§
Storage: Objects are stored in the cloud,
accessible across man devices
§
Storage: Passes are signed compressed
files, stored on the phone
§
Delivering notifications: Notifications only
based on location
§
Delivering notifications: Notifications sent
directly to lock screen
§
Location: Save unlimited locations to a Wallet
Object
§
Location: Save up to 10 locations to a Pass,
but includes iBeacon support on top
§
Accessing Wallet Objects: Cloud-based
system allows you to access Google Wallet
across any platform or device-type
§
Accessing Passes: You can only access
Passbook offers through your iPhone’s
Passbook app
§
Accessing loyalty cards: Loyalty cards can
be distributed through email, apps, SMS or
the Google Wallet app
§
Accessing loyalty cards: Loyalty cards can
be distributed through email, apps or SMS
©2013 Vibes All rights reserved. Confidential
29. 29
Discussion topics
1. Mobile Wallet 101
2. Key Differences:
Google Wallet &
Apple Passbook
3. Mobile Wallet
Marketing Best
Practices
#MobileWallet!
©2013 Vibes All rights reserved. Confidential
30. Mobile wallet marketing best practices!
30
1. Create!
5. Optimize!
4. Measure!
©2013 Vibes All rights reserved. Confidential
2. Distribute!
3. Manage!
31. 1. Create: Determine the best use case(s) for your business!
Offers & Incentives
The Loyalty Card
Event/VIP Passes
The Account Card
CarrierOne
©2013 Vibes All rights reserved. Confidential
31
Account Number
12345678910
32. 1. Create: Offer a solution for all smartphone users!
32
Integrated mobile wallet solution!
Google Wallet
©2013 Vibes All rights reserved. Confidential
Apple Passbook
Mobile web “fall back”
33. 1. Create: Build mobile wallet content in minutes!
Google Wallet
©2013 Vibes All rights reserved. Confidential
Apple Passbook
33
34. 2. Distribute: Use all channels for maximum reach!
Apps /!
Push!
Email!
Web!
Direct!
mail!
Mobile!
Ads!
Text!
©2013 Vibes All rights reserved. Confidential
34
Use multiple
channels to
distribute
content!
Social!
35. 2. Distribute: Email and text are preferred methods !
35
Preferred method for receiving mobile wallet content
11%
20%
Text message
from the retailer
46%
Email
Base: Total n=1,000
Source: Vibes 2013 mobile consumer survey – July 2013
©2013 Vibes All rights reserved. Confidential
19%
App from
the retailer
Direct mail
4%
Mobile banner
advertisement
36. 3. Manage: Actively manage your mobile wallet program!
§
Leverage a platform that
makes it easy to:
-
-
Update content on a
regular basis
-
Test new creative to see
impact on redemption
-
§
Send timely notifications
and reminders
Manage and update
locations
Leverage Smartlink to
detect devices
©2013 Vibes All rights reserved. Confidential
36
37. 4. Measure: Identify KPIs and actively monitor campaigns !
©2013 Vibes All rights reserved. Confidential
37
38. 5. Optimize: Personalize offers and A/B test to improve results!
John
Haro
©2013 Vibes All rights reserved. Confidential
Mark
Tack
Julie
Novack
38
39. Extra credit: 3 quick mobile wallet ideas for the holidays!
Email Activation:
Activate an email with “save to
your phone” functionality
©2013 Vibes All rights reserved. Confidential
VIP Pass:
Skip the line
39
Gamified Experience:
With mobile wallet offer
40. Recap: Take a holistic view of mobile wallet marketing !
1. Create!
5. Optimize!
4. Measure!
©2013 Vibes All rights reserved. Confidential
2. Distribute!
3. Manage!
40
41. The first Mobile Wallet Consumer Report!
vibes.com/mobilewallet
©2013 Vibes All rights reserved. Confidential
41
42. Apple's Passbook and Google Wallet:
5 key differences you need to know
NOVEMBER 26, 2013!
Julie Novack, SVP, Mobile Solutions, Vibes
John Haro, Chief Technology Officer, Vibes
#MobileWallet!
@JulieRothNovack!
@JohnHaro!