Getting It Right* In Mobile                * Mobile Marketing With iOS Passbook                Kane Russell, VP of Marketi...
Waterfall Mobile              Corporate                                          Platform                ๏   Founded Augus...
Agenda For Today’s Webinar          1. What is Passbook          2. Passbook’s fit within mobile marketing          3. The...
Passbook                          Apple’s Mobile Wallet                          Features:                          Time-e...
Elements                          Passbook Home                          Easy-to-use sorting                          Cros...
Elements                          The Pass                          Consumer incentives                          Customiza...
Elements                          iOS Lock Screen                          Location-triggered push notifications          ...
Elements                          Cross-channel integration                          Direct-download via mobile web       ...
Agenda For Today’s Webinar          1. What is Passbook          2. Passbook’s fit within mobile marketing          3. The...
Penetration By Mobile Phone Type                                  53%       65%                                           ...
Top Smartphone Platforms                                               2.9% 0.6%                                        6....
iOS 6 Launch                           ~28 million                            PASSBOOK-COMPATIBLE                         ...
Digital Channel Stats                    SMS         Emails        FB News Feed                  Tweets                   ...
Multichannel vs. Cross-Channel                                         Channels                Multichannel marketing CRM ...
Agenda For Today’s Webinar          1. What is Passbook          2. Passbook’s fit within mobile marketing          3. The...
Early Bumps          1.      Not a finished product: Released for developers. As a result, not a ton of apps, users or und...
The Future          1.      A True Mobile Wallet: Passbook replaces the George Costanza wallet, eventually providing a pay...
Agenda For Today’s Webinar          1. What is Passbook          2. Passbook’s fit within mobile marketing          3. The...
Target                          Thumbs Up                          Coupons: Target Passbook app contains                  ...
Target                          To Improve                          App-centric: over-relying on apps reduces the         ...
Gap                          Thumbs Up                          Incentives: Customers at specific locations               ...
Gap                          To Improve                          Retention: No clear strategy for ensuring                ...
American Express                           Thumbs Up                           Real-time info: Transaction notifications, ...
American Express                           To Improve                           Integration: Impossible to pay with an AME...
Others                          Sephora: ~17,000 Sephora "Beauty Insider"                          loyalty card holders ad...
Agenda For Today’s Webinar          1. What is Passbook          2. Passbook’s fit within mobile marketing          3. The...
Passbook best practice:                          Customize brandingThursday, March 7, 2013                             27
Passbook best practice:                          Expand reachThursday, March 7, 2013                             28
12,536   1,986   6,787                                     1,001    40      600                                     94,632...
Agenda For Today’s Webinar          1. What is Passbook          2. Passbook’s fit within mobile marketing          3. The...
4 Steps To Effective Passbook Marketing          1. Create The Perfect End User Experience          2. Capture subscribers...
Art Of The Call To Action                          Comprehensive gallery of mobile calls to                            act...
Don’t just message. Have a conversation.                                 For more information visit www.waterfallmobile.co...
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Passbook Webinar

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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.

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Passbook Webinar

  1. 1. Getting It Right* In Mobile * Mobile Marketing With iOS Passbook Kane Russell, VP of Marketing Waterfall MobileThursday, March 7, 2013 1
  2. 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 managementThursday, March 7, 2013 2
  3. 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 takeawaysThursday, March 7, 2013 3
  4. 4. Passbook Apple’s Mobile Wallet Features: Time-enabled; location-enabled Assets: Boarding passes, movie tickets, retail coupons, loyalty cardsThursday, March 7, 2013 4
  5. 5. Elements Passbook Home Easy-to-use sorting Cross-brand storage Customizable brandingThursday, March 7, 2013 5
  6. 6. Elements The Pass Consumer incentives Customizable branding Front/Back Barcode QR PDF417 AztecThursday, March 7, 2013 6
  7. 7. Elements iOS Lock Screen Location-triggered push notifications Customizable branding Direct-to pass openThursday, March 7, 2013 7
  8. 8. Elements Cross-channel integration Direct-download via mobile web Direct download via mobile messagingThursday, March 7, 2013 8
  9. 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 takeawaysThursday, March 7, 2013 9
  10. 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, 2013Thursday, March 7, 2013 10
  11. 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, 2013Thursday, March 7, 2013 11
  12. 12. iOS 6 Launch ~28 million PASSBOOK-COMPATIBLE Source: Gigaom, 2012Thursday, March 7, 2013 12
  13. 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, 2012Thursday, March 7, 2013 13
  14. 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. 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 takeawaysThursday, March 7, 2013 15
  16. 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?Thursday, March 7, 2013 16
  17. 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. 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 takeawaysThursday, March 7, 2013 18
  19. 19. Target Thumbs Up Coupons: Target Passbook app contains consumer offers, e.g. $3 off LOreal 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 TargetThursday, March 7, 2013 19
  20. 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 profilingThursday, March 7, 2013 20
  21. 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 MediaThursday, March 7, 2013 21
  22. 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 strategyThursday, March 7, 2013 22
  23. 23. American Express Thumbs Up Real-time info: Transaction notifications, account balance and customer service informationThursday, March 7, 2013 23
  24. 24. American Express To Improve Integration: Impossible to pay with an AMEX through Passbook LBS: See nearby merchant offers according to location Security: Fraud protectionThursday, March 7, 2013 24
  25. 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 5MThursday, March 7, 2013 25
  26. 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 takeawaysThursday, March 7, 2013 26
  27. 27. Passbook best practice: Customize brandingThursday, March 7, 2013 27
  28. 28. Passbook best practice: Expand reachThursday, March 7, 2013 28
  29. 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 3,888Thursday, March 7, 2013 29
  30. 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 takeawaysThursday, March 7, 2013 30
  31. 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 strategyThursday, March 7, 2013 31
  32. 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. 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
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