Passbook Webinar: Mobile Marketing with iOS Passbook
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  • 1. Getting It Right* In Mobile Kane Russell, VP of Marketing Waterfall * Mobile Marketing With iOS Passbook
  • 2. Waterfall Mobile Corporate ๏ Founded August 2005 ๏ Offices in SFO (HQ), Austin & NYC ๏ Backed by Vista Equity Partners ๏ Cross-channel mobile & social CRM via SMS, IVR, Passbook, QR Codes, Coupons & Social ๏ Access @ www.waterfall.com ๏ Personalized engagement for mobile ๏ Intuitive user interface ๏ Full-service compliance support, including provisioning, certification & audit management Platform
  • 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
  • 4. Passbook Apple’s Mobile Wallet Features: Time-enabled; location-enabled Assets: Boarding passes, movie tickets, retail coupons, loyalty cards
  • 5. Elements Passbook Home Easy-to-use sorting Cross-brand storage Customizable branding
  • 6. Elements The Pass Consumer incentives Customizable branding Front/Back Barcode PDF417QR Aztec
  • 7. Elements iOS Lock Screen Location-triggered push notifications Customizable branding Direct-to pass open
  • 8. Elements Cross-channel integration Direct-download via mobile web Direct download via mobile messaging
  • 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
  • 10. Penetration By Mobile Phone Type Source: Nielsen, 2013 AUSTRALIA BRAZIL CHINA INDIA ITALY RUSSIA SOUTH KOREA TURKEY UNITED KINGDOM UNITED STATES SMARTPHONE 65% 36% 66% 10% 62% 37% 67% 19% 61% 53% FEATURE 31% 44% 25% 80%27% 51% 23% 61% 30% 38% MULTIMEDIA 4% 21% 9% 9% 11%11% 10% 20% 9% 9% U.S. wireless subscribers: ~322 million
  • 11. Top Smartphone Platforms Source: Comscore, 2013 2.9% 53.4% 0.6% 36.3% 6.4% U.S. smartphone subscribers: ~126 million iPhone subscribers: ~46 million
  • 12. iOS 6 Launch Source: Gigaom, 2012 PASSBOOK-COMPATIBLE ~28 million
  • 13. Digital Channel Stats Source: Mashable, Mass Mailer, 2012 Tweets Viewed 29% FB News Feed Stories Viewed 16% Logged in more than 1/day 58% 12% Emails Viewed 50% Viewed within 6 hours 43% Checked > than 4 times/day 98% SMS Viewed 98% Viewed within 3 minutes Avg times phone checked/day 150
  • 14. Multichannel vs. Cross-Channel Cross-channel marketing CRM places consumers at the center of the conversation, targeting messaging based on channel preference and permission. Multichannel marketing CRM is the use of different and disparate channels to simultaneously push the same message to the consumer. Channels Brand}CONSUMER Channel Channel Channel Brand}CONSUMER
  • 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
  • 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?
  • 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.
  • 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
  • 19. Target 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 Thumbs Up
  • 20. Target 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 To Improve
  • 21. Gap 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 Thumbs Up
  • 22. Gap 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 To Improve
  • 23. American Express Real-time info: Transaction notifications, account balance and customer service information Thumbs Up
  • 24. American Express Integration: Impossible to pay with an AMEX through Passbook LBS: See nearby merchant offers according to location Security: Fraud protection To Improve
  • 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
  • 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
  • 27. Passbook best practice: Customize branding
  • 28. Passbook best practice: Expand reach
  • 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 12,536 1,986 6,787 12,536 1,986 6,787 12,536 1,986 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 Passbook best practice: Analyze & Iterate
  • 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
  • 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
  • 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/
  • 33. © 2013 Waterfall, Inc. Don’t just message. Have a conversation. For more information visit www.waterfall.com contact us directly at marketing@waterfall.com or