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Mobile Wallets Redefined and the Impact of Apple’s Passbook
Mobile Wallets Redefined and the Impact of Apple’s Passbook
Mobile Wallets Redefined and the Impact of Apple’s Passbook
Mobile Wallets Redefined and the Impact of Apple’s Passbook
Mobile Wallets Redefined and the Impact of Apple’s Passbook
Mobile Wallets Redefined and the Impact of Apple’s Passbook
Mobile Wallets Redefined and the Impact of Apple’s Passbook
Mobile Wallets Redefined and the Impact of Apple’s Passbook
Mobile Wallets Redefined and the Impact of Apple’s Passbook
Mobile Wallets Redefined and the Impact of Apple’s Passbook
Mobile Wallets Redefined and the Impact of Apple’s Passbook
Mobile Wallets Redefined and the Impact of Apple’s Passbook
Mobile Wallets Redefined and the Impact of Apple’s Passbook
Mobile Wallets Redefined and the Impact of Apple’s Passbook
Mobile Wallets Redefined and the Impact of Apple’s Passbook
Mobile Wallets Redefined and the Impact of Apple’s Passbook
Mobile Wallets Redefined and the Impact of Apple’s Passbook
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Mobile Wallets Redefined and the Impact of Apple’s Passbook

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  • 1. Mobile Marketing AssociationJACK PHILBINCo-founder & CEO, VibesChairman NA, MMA
  • 2. Mobile Wallets RedefinedThe Impact of Apple’s PassbookJACK PHILBINCo-Founder & CEO, VibesChairman NA, MMAJack@vibes.com@jackphilbin#Passbookresults
  • 3. 2 ©2013 Vibes. All Rights Reserved. ConfidentialMobile Wallets RedefinedToday’s Speakers#PassbookresultsJack PhilbinCo-Founder &CEO VibesChairman NA, MMASteve IbachVice President,Digital PartnershipsInmarCatherine TaborChief ExecutiveOfficerSparkflyAnne ZybowskiVice President,Retail InsightsKantar Retail
  • 4. 3 ©2013 Vibes. All Rights Reserved. ConfidentialMobile wallet ecosystem: Passbook in contextm-Commerce
  • 5. 4 ©2013 Vibes. All Rights Reserved. ConfidentialThe Passbook opportunity• Apple launched Passbook inSeptember with the iOS 6 update• Apple as a trusted service provider• Save for later feature = extremeconvenience• Time, location and interactivefeatures make Passbook different• A week after Passbook launch,Vibes started its Beta program –10 Passbook programsBoardingPassEventTicketLoyaltyCardCouponor Offer
  • 6. 5 ©2013 Vibes. All Rights Reserved. ConfidentialTime, location and interaction are key for engagementUser enters within a 100-meter radius of a locationand receives a notification to their phone
  • 7. 6 ©2013 Vibes. All Rights Reserved. ConfidentialVibes clients leveraging Passbook – 10+ Programs87% - 96%Of users had non-iOS6 deviceOf users who installed a Pass,retained it after the offer expired60% -70%
  • 8. 7 ©2013 Vibes. All Rights Reserved. ConfidentialPassbook drives significant engagement and foot traffic7-13%redeemedpass in-store3-18%clicked throughto offer30-60%users withPassbook35-60%added thePass87-96%retained thePass after offerexpired
  • 9. 8 ©2013 Vibes. All Rights Reserved. ConfidentialPassbook drives significant engagement and foot trafficBuild-A-BearUniversity ofMichiganSearsTexasRoadhouse
  • 10. 9 ©2013 Vibes. All Rights Reserved. ConfidentialPassbook success factorsPasses should be distributedthrough multiple channels1. DistributionMobile wallet programs shouldsupport all smartphones2. ReachPass management andmeasurement is essential3. Management
  • 11. 10 ©2013 Vibes. All Rights Reserved. Confidential1. Distribution: use multiple channels to distribute PassesPassbookPassTextMobileAdsApps EmailWebDirectmailSocial
  • 12. 11 ©2013 Vibes. All Rights Reserved. Confidential2. Reach: offer a solution for all smartphone usersPassbook Pass Mobile WebText BEER to 84237iOS 6?YES NOiPhone
  • 13. 12 ©2013 Vibes. All Rights Reserved. Confidential3: Management: manage Passes throughout the lifecycleCreateDistributeManageMeasureOptimize
  • 14. 13 ©2013 Vibes. All Rights Reserved. ConfidentialWhat’s next with mobile wallets?Non-PaymentValue PropositionApple Passbook• Consumer Focused• Used by Marketing• Mobile MarketingPaymentValue PropositionGoogle Wallet• Transaction Focused• Used by Finance / IT• Mobile Payments“Next Level”Mobile Wallet
  • 15. 14 ©2013 Vibes. All Rights Reserved. ConfidentialMobile Wallets RedefinedToday’s Speakers#PassbookresultsJack PhilbinCo-Founder &CEO VibesChairman NA, MMASteve IbachVice President,Digital PartnershipsInmarCatherine TaborChief ExecutiveOfficerSparkflyAnne ZybowskiVice President,Retail InsightsKantar Retail
  • 16. 15 ©2013 Vibes. All Rights Reserved. ConfidentialStop by Vibes’booth (#14) topick up anadvance copyof the Passbookreport
  • 17. Mobile Wallets RedefinedThe Impact of Apple’s PassbookJACK PHILBINCo-Founder & CEO, VibesChairman NA, MMAJack@vibes.com@jackphilbin#Passbookresults

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