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Since the launch of Passbook onto Apple IOS 6.0 mid 2012, there has been a lot of confusion of what it is and what it does? At first glance, most people think that it’s just another Apple App that …

Since the launch of Passbook onto Apple IOS 6.0 mid 2012, there has been a lot of confusion of what it is and what it does? At first glance, most people think that it’s just another Apple App that functions as a mobile promotional channel. The actual initiative of Passbook is to serve the ever-increasing demand and acceptance of the “electronic wallet”. Still confused? In this Info session, we will demystify Apple’s Passbook, the demand for the electronic wallet and how businesses, marketers and mobile developers can un-tap this new technology.

Takeaways

1) Tearing down the myths and wrong perceptions around the “electronic wallet”, specifically Apple Passbook
2) Understand the barriers to entry for any business wanting to implement mobile passes
3) Understand the massive opportunities for marketers and mobile developers to take on Passbook technology as a value added service to their clients

For more information on creating your own mobile marketing campaign with Passbook, visit www.PassKit.com.

More in: Technology , Business
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  • 1. Paul Tomes - Founder, CEO PassKit Art Lee - CEO Internet Marketing Coach DEBUNKING APPLE PASSBOOK 1
  • 2. 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 2
  • 3. DEBUNKING APPLE PASSBOOK WHAT IS PASSBOOK 3 3
  • 4. WHAT IS PASSBOOK RATE YOUR CURRENT UNDERSTANDING ‣ How bad are you hurting to know more? 4 source: ahutton.com 4
  • 5. 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 5 5
  • 6. WHAT IS PASSBOOK DEFINITION OF THE ELECTRONIC WALLET 6 Digital/Electronic Wallet Electronic 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 6
  • 7. PROCESS MAPPING REPLACING THE CURRENT WALLET ECOSYSTEM 7 ‣ wallet content producer ‣ merchant ‣ the wallet ‣ wallet content 7
  • 8. WHAT IS PASSBOOK WORLD OF ELECTRONIC WALLET 8 OPEN CLOSED Install Startups Trust No install Inherent Trust Cloud SIM based Client side authenticate Specific to channel i.e. Google Wallet Native 3rd Party 8
  • 9. WHAT IS PASSBOOK WHERE DOES PASSBOOK LIVE? 9 9
  • 10. 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 notes Flip chart 10 10
  • 11. DEBUNKING APPLE PASSBOOK KEEPING IN PROCESS 11 11
  • 12. KEEPING IN PROCESS AIRLINE BOOKING EXPERIENCE ‣ From booking to boarding 12 Future 1990s TODAY 1950’s 12
  • 13. 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 13 13
  • 14. KEEPING IN PROCESS CURRENT METHOD - MEMBERSHIP CARD 14 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.) 14
  • 15. KEEPING IN PROCESS OTHER PASSBOOK PASSES 15 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. 15
  • 16. KEY OBJECTIVE(S) AGENDA RESOURCESDELIVERABLE EXERCISE To demonstrate how passes are created, distributed and manages via PassKit Time 1. Show and tell demonstration 2. Create via Pass Designer (front and back design) 3. Email, QR Code, SMS. Deliver to attendee’s phones 4. Management scan, send an update, statistics Attendees receive a pass on phone for next session. Internet access and laptop 16 16
  • 17. KEEPING IN PROCESS EXAMPLE PASSES 17 17
  • 18. EXPLOITING PASSBOOK WHY NOW? 18 18
  • 19. 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 19 Cash to Credit Card Paper Email Text 19
  • 20. WHY NOW? MARKET OPPORTUNITY ‣ Is there a demand? 20 App Store Madness ‣ Demand for better, quality apps ‣ Best social & messenger features WeChat Dominance Launch Jan 2011 300 Million Users, Mar 2013 July 2008 App Store Introduced CUSTOMER MORES ‣ More Quality ‣ More Value ‣ More Convenience ‣ More Relevance ‣ More Security ‣ More ME! = Better Life! 20
  • 21. 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. 21
  • 22. WHY NOW? TANGIBLE BENEFITS ‣ (Example: Facebook Connect Infographic) 22 Reduce Operational, Marketing Costs Concept to Cash - Speed to Market Increase Online to Offline Integrated, creative marketing Better Connect & Understand Customer Brand Elevation - Leading Edge 22
  • 23. 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 23 23
  • 24. WHAT IS PASSBOOK 24 source: speechbuddy.com HISTORY IS WRITTEN BY THE VICTORS -WINSTON CHURCHILL 24
  • 25. Q&A DEBUNKING APPLE PASSBOOK 25 25
  • 26. Q&A RE-EVALUATE YOUR UNDERSTANDING ‣ How is your pain now? 26 source: ahutton.com 26
  • 27. 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 27
  • 28. Q&A LEARN MORE 28 28