Passbook. It tracks. It organizes. It reminds. It has everyone from marketers to retailers and event organizers really excited. This webinar discusses exactly how Apple's iOS Passbook factors in to an effective cross-channel mobile marketing strategy. It covers case studies, best practices and actionable next steps to help your business reach the next level. From Waterfall's Getting It Right In Mobile webinar series.

1. Getting It Right* In Mobile
* Mobile Marketing With iOS Passbook
Kane Russell, VP of Marketing
Waterfall Mobile
Thursday, March 7, 2013 1

2. Waterfall Mobile
Corporate Platform
๏ Founded August 2005 ๏ Access @ waterfallmobile.com
๏ Offices in SFO (HQ), Austin & NYC ๏ Personalized engagement for mobile
๏ Backed by Vista Equity Partners ๏ Intuitive user interface
๏ Cross-channel mobile & social CRM via SMS, ๏ Full-service compliance support, including
IVR, Passbook, QR Codes, Coupons & Social provisioning, certification & audit management
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3. Agenda For Today’s Webinar
1. What is Passbook
2. Passbook’s fit within mobile marketing
3. The future of Passbook
4. How companies use Passbook today
5. Passbook @ Waterfall Mobile
6. Key takeaways
Thursday, March 7, 2013 3

4. Passbook
Apple’s Mobile Wallet
Features:
Time-enabled; location-enabled
Assets:
Boarding passes, movie tickets,
retail coupons, loyalty cards
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5. Elements
Passbook Home
Easy-to-use sorting
Cross-brand storage
Customizable branding
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6. Elements
The Pass
Consumer incentives
Customizable branding
Front/Back
Barcode
QR PDF417 Aztec
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7. Elements
iOS Lock Screen
Location-triggered push notifications
Customizable branding
Direct-to pass open
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8. Elements
Cross-channel integration
Direct-download via mobile web
Direct download via mobile
messaging
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9. Agenda For Today’s Webinar
1. What is Passbook
2. Passbook’s fit within mobile marketing
3. The future of Passbook
4. How companies use Passbook today
5. Passbook @ Waterfall Mobile
6. Key takeaways
Thursday, March 7, 2013 9

10. Penetration By Mobile Phone Type
53% 65%
U.S. wireless subscribers: ~322 million
61%
36%
38% 31%
SMARTPHONE
30% 44%
19% 66%
FEATURE
10% 61% 25%
67%
37% 23%
62%
27% 80%
9% 4% 51%
9% 21%
AUSTRALIA
MULTIMEDIA
BRAZIL
CHINA
INDIA 20% 9%
ITALY
RUSSIA
SOUTH KOREA 10% 9%
TURKEY
UNITED KINGDOM 11% 11%
UNITED STATES
Source: Nielsen, 2013
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11. Top Smartphone Platforms
2.9% 0.6%
6.4%
36.3% 53.4%
U.S. smartphone subscribers: ~126 million
iPhone subscribers: ~46 million
Source: Comscore, 2013
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12. iOS 6 Launch
~28 million
PASSBOOK-COMPATIBLE
Source: Gigaom, 2012
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13. Digital Channel Stats
SMS Emails FB News Feed Tweets
Viewed Viewed Stories Viewed Viewed
98% 12% 16% 29%
Viewed within Viewed within Logged in more
3 minutes 6 hours than 1/day
98% 50% 58%
Avg times phone Checked > than
checked/day 4 times/day
150 43%
Source: Mashable, Mass Mailer, 2012
Thursday, March 7, 2013 13

14. Multichannel vs. Cross-Channel
Channels Multichannel marketing CRM is the
use of different and disparate
CONSUMER
} Brand channels to simultaneously push the
same message to the consumer.
}
Channel Channel
Cross-channel marketing CRM places
CONSUMER consumers at the center of the
conversation, targeting messaging based
Channel
Brand on channel preference and permission.
Thursday, March 7, 2013 14

15. Agenda For Today’s Webinar
1. What is Passbook
2. Passbook’s fit within mobile marketing
3. The future of Passbook
4. How companies use Passbook today
5. Passbook @ Waterfall Mobile
6. Key takeaways
Thursday, March 7, 2013 15

16. Early Bumps
1. Not a finished product: Released for developers. As a result, not a ton of apps, users or understanding in
the marketplace. Also plenty of chances for errors, as product doesn’t appear fully-baked.
2. Multiple stakeholders: Effective passbook usage requires training of retail associates. This takes time
and resources.
3. Technology adoption curve: As of now, 68% of U.S. shoppers prefer credit and debit cards to digital
wallets. Probably due to discomfort with new user experience. Similar to Newsstand, downloading a pass
can require opening an app, opening a web page, opening the app store.
4. Apple’s product rep: Is Passbook the next Ping? Or the next iTunes?
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17. The Future
1. A True Mobile Wallet: Passbook replaces the George Costanza wallet, eventually providing a payments
feature. Features already exist, e.g. screen brightness automatically changes and the screen timeout no
longer works, to enhance the user experience.
2. Location-services a reality: Already optimized for marketers’ geo-fencing dream.
3. Easy plug-ins: Beyond QR codes, Aztec, and PDF417, look for Apple to integrate next generation features
like NFC.
4. App Store Model: Roadmap for developer-centric product exists.
Thursday, March 7, 2013 17

18. Agenda For Today’s Webinar
1. What is Passbook
2. Passbook’s fit within mobile marketing
3. The future of Passbook
4. How companies use Passbook today
5. Passbook @ Waterfall Mobile
6. Key takeaways
Thursday, March 7, 2013 18

19. Target
Thumbs Up
Coupons: Target Passbook app contains
consumer offers, e.g. $3 off L'Oreal skin care
POS: Customers redeem offers at checkout using
a scannable bar code
CLV: Option to subscribe to new offers as they
become available
LBS: Can receive reminders about offers when
near or entering Target
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20. Target
To Improve
App-centric: over-relying on apps reduces the
addressable audience size
CRM: Deliver offers of interest, rather than just all
offers in general
Entry Barriers: Password creation requires email,
web and SMS - think about progressive profiling
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21. Gap
Thumbs Up
Incentives: Customers at specific locations
redeem items such as coffee mugs and
totes by displaying Passes in-store
Social: Advertised via Twitter, Mixi and
Tumblr
Acquisition: “These were not the people
usually walking in to a Gap store.” - Rachel
Tipograph, Global Head of Digital Media
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22. Gap
To Improve
Retention: No clear strategy for ensuring
new customers return for repeat visits
Social Enough? Over-reliance on social for
mobile offers not always the best strategy
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23. American Express
Thumbs Up
Real-time info: Transaction notifications,
account balance and customer service
information
Thursday, March 7, 2013 23

24. American Express
To Improve
Integration: Impossible to pay with an AMEX
through Passbook
LBS: See nearby merchant offers according
to location
Security: Fraud protection
Thursday, March 7, 2013 24

25. Others
Sephora: ~17,000 Sephora "Beauty Insider"
loyalty card holders added Passbook within 24
hours of iOS 6 release
Fandango: Mobile purchases now equal > 30%
of overall movie ticket sales
MLB: 10 stadiums will provide paperless
ticketing via Passbook this year: Twins/Orioles/
Brewers/A’s/Pirates/Tigers/Cubs/Mets/Giants/
Royals
American Airlines: Within 10 days of debut,
American Airlines app audience grew 25% to a
new total of 5M
Thursday, March 7, 2013 25

26. Agenda For Today’s Webinar
1. What is Passbook
2. Passbook’s fit within mobile marketing
3. The future of Passbook
4. How companies use Passbook today
5. Passbook @ Waterfall Mobile
6. Key takeaways
Thursday, March 7, 2013 26

27. Passbook best practice:
Customize branding
Thursday, March 7, 2013 27

28. Passbook best practice:
Expand reach
Thursday, March 7, 2013 28

29. 12,536 1,986 6,787
1,001 40 600
94,632 2,963 32,698
18,256 1,876 9,811
18,941 236 4,934
12,536 1,986 6,787
12,536 1,986 6,787
12,536 1,986 6,787
Passbook best practice:
12,536 1,986 6,787
Analyze & Iterate 12,536
12,536
1,986
1,986
6,787
6,787
12,536 1,986 6,787
12,536 1,986 6,787
17,665 1,963 9,431
16,645 2,483 3,888
Thursday, March 7, 2013 29

30. Agenda For Today’s Webinar
1. What is Passbook
2. Passbook’s fit within mobile marketing
3. The future of Passbook
4. How companies use Passbook today
5. Passbook @ Waterfall Mobile
6. Key takeaways
Thursday, March 7, 2013 30

31. 4 Steps To Effective Passbook Marketing
1. Create The Perfect End User Experience
2. Capture subscribers from any mobile platform
3. Measure and track success in real-time
4. Lock Passbook into a cross-channel marketing strategy
Thursday, March 7, 2013 31

32. Art Of The Call To Action
Comprehensive gallery of mobile calls to
action with commentary in order to
understand best practices and ROI.
http://artofthecta.com/
Thursday, March 7, 2013 32

33. Don’t just message. Have a conversation.
For more information visit www.waterfallmobile.com
or
contact us directly at marketing@waterfallmobile.com
© 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
Thursday, March 7, 2013 33