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Passbook + Apple Pay: 5 things you need to know about Apple’s new mobile wallet

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Apple’s announcement on September 9 posed interesting questions for marketers everywhere: What does this convergence of payment and nonpayment features mean for my brand? What is the marketing opportunity with Passbook? How quickly can I get started? Who can help?

Vibes was first to offer tools to help retailers and brands create, manage and distribute content in Apple’s Passbook and Google Wallet. The results? A 1,400 percent increase in Passbook Pass installs in the past year — and 70 percent of consumers will save a Passbook offer to their phone when presented with a pass. Passbook has a 64 percent higher conversion rate over static mobile web coupons.

What to expect:

Apple’s new mobile wallet – Viewers will gain five key takeaways from what Apple has announced (iPhone 6, NFC, iOS 8, Passbook, etc.).
Passbook success stories – We discuss five top Passbook campaigns our clients have run in the past 12 months (what works and lessons learned).
Audience Q&A – All marketers will be invited to participate in this interactive dialogue.
Featured speakers:

John Haro, CTO, Vibes
Julie Novack, SVP, Mobile Solutions, Vibes

Published in: Marketing
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Passbook + Apple Pay: 5 things you need to know about Apple’s new mobile wallet

  1. 1. Passbook + Apple Pay! 5 THINGS YOU NEED TO KNOW ABOUT APPLE’S NEW MOBILE WALLET! John Haro, Chief Technology Officer !@johnharo! Julie Novack, EVP, Mobile Solutions !@JulieRothNovack! #PassbookWebinar!
  2. 2. ! 2! Today’s speakers! #PassbookWebinar! ©2014 Vibes All rights reserved. Confidential #PassbookWebinar! Julie Novack! EVP, Mobile ! Solutions! @JulieRothNovack! John Haro! Chief Technology Officer! @johnharo!
  3. 3. Passbook + Apple Pay: 5 things you need to know! ! 3! What is ! Apple Pay?! Passbook’s role! ©2014 Vibes All rights reserved. Confidential #PassbookWebinar! The user experience! The value proposition ! Best-in-class mobile wallet programs!
  4. 4. § Apple Pay is Apple's new mobile payments system. ! § Announced on 9/9/14, it allows iPhone users to pay with "one-touch checkout" at retail locations. ! ! 4! 1. What is Apple Pay?! ©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
  5. 5. ! 5! How is it different? ! Streamlined enrollment! Consumer-first approach! ©2014 Vibes All rights reserved. Confidential #PassbookWebinar! Privacy! Security!
  6. 6. Passbook + Apple Pay: 5 things you need to know! ! 6! What is ! Apple Pay?! Passbook’s role! ©2014 Vibes All rights reserved. Confidential #PassbookWebinar! The user experience! The value proposition ! Best-in-class mobile wallet programs!
  7. 7. ! 7! ©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
  8. 8. ! 8! 2. Passbook’s role! ©2014 Vibes All rights reserved. Confidential #PassbookWebinar! Passbook! Apple has placed Passbook at the center of its Apple Pay mobile payment system!
  9. 9. Passbook + Apple Pay: 5 things you need to know! ! 9! What is ! Apple Pay?! Passbook’s role! ©2014 Vibes All rights reserved. Confidential #PassbookWebinar! The user experience! The value proposition ! Best-in-class mobile wallet programs!
  10. 10. OUTSIDE THE STORE! IN THE CHECK OUT LINE ! PAYING AT THE REGISTER ! ! 10! 3. The user experience! ©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
  11. 11. Passbook + Apple Pay: 5 things you need to know! ! 11! What is ! Apple Pay?! Passbook’s role! ©2014 Vibes All rights reserved. Confidential #PassbookWebinar! The user experience! The value proposition ! Best-in-class mobile wallet programs!
  12. 12. For the Consumer! For the Retailer! ! 12! 4. The value proposition ! § Convenience ! § Timely reminders (expiring offers)! § Location triggers! § Secure and frictionless payments! ! ! ©2014 Vibes All rights reserved. Confidential #PassbookWebinar! § Higher conversion vs mobile web coupon ! § Ability to update content and offers! § Less fraud! § Your brand next to consumers’ credit cards! ! ! !
  13. 13. Passbook + Apple Pay: 5 things you need to know! ! 13! What is ! Apple Pay?! Passbook’s role! ©2014 Vibes All rights reserved. Confidential #PassbookWebinar! The user experience! The value proposition ! Best-in-class mobile wallet programs!
  14. 14. Passbook launched over 2 years ago…! ! 14! ©2014 Vibes All rights reserved. Confidential #PassbookWebinar! Passbook!
  15. 15. No words needed to explain the value to the consumer!! ! 15! ©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
  16. 16. Mobile wallet content can be distributed across many channels! Use multiple channels to distribute wallet content! ! 16! Text! Mobile! Ads! Apps /! Push! ©2014 Vibes All rights reserved. Confidential #PassbookWebinar! Email! Web! Direct! mail! Social!
  17. 17. Mobile wallet best-in-class examples! Coupons! Loyalty! ! 17! ©2014 Vibes All rights reserved. Confidential #PassbookWebinar! 1 7 ! ! Email ! Optimization! For Mobile! ! ! ! ! ! Activating ! Email with ! Mobile Wallet! !
  18. 18. ! Activating an existing advertising campaign with mobile wallet !
  19. 19. Gap Love Notes campaign last holiday season! ! 19! ©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
  20. 20. After texting “Love” … a very special plaid shirt responds ! ! 20! ©2014 Vibes All rights reserved. Confidential #PassbookWebinar! ! Passbook!
  21. 21. For Android users: Google Wallet experience! ! 21! Google Wallet! ©2014 Vibes All rights reserved. Confidential #PassbookWebinar! !
  22. 22. Device detection drives experience! Google Wallet! Passbook! Other! ! 22! ©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
  23. 23. It is easy to create multiple wallet types in our Catapult platform ! Google Wallet! Apple Passbook! ! 23! ©2014 Vibes All rights reserved. Confidential #PassbookWebinar! 23
  24. 24. Activating email with Passbook!
  25. 25. Mobile wallet programming overview! ! 25! ©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
  26. 26. Email is one of the easiest channels to activate with wallet! 1. Desktop email! 2. Mobile email! ! 26! ©2014 Vibes All rights reserved. Confidential #PassbookWebinar! 26
  27. 27. Try activating an email with mobile wallet – on us! Email us if you want to try it!! hello@vibes.com! ! 27! ©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
  28. 28. Mobilizing direct mail, coupons and offers!
  29. 29. Pep Boys text message alerts lead to mobile wallet! ! 29! ©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
  30. 30. Pep Boys also activates their mobile web coupons! ! 30! ©2014 Vibes All rights reserved. Confidential #PassbookWebinar! Passbook! Google Wallet!
  31. 31. ! 31! Impressive results ! 26%! of customers who viewed the mobile web coupon added that offer to Passbook ! 30%! of all Pep Boys mobile wallet offers that were added to Passbook & Google Wallet were redeemed in store! ©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
  32. 32. Mobile wallet best-in-class examples! Coupons! Loyalty! ! 32! ©2014 Vibes All rights reserved. Confidential #PassbookWebinar! 3 2 ! ! Email ! Optimization! For Mobile! ! ! ! ! ! Activating ! Email with ! Mobile Wallet! !
  33. 33. Sear’s Shop Your Way Rewards Loyalty Program! ! 33! ©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
  34. 34. Members learn about Surprise Points via email or text alert! ! 34! ©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
  35. 35. Mobile wallet marketing is making a big impact! Are people using it?! Does it work?! Does wallet lift ! 35! On average, 70% of consumers will save an offer to their phone when presented with that option.! ©2014 Vibes All rights reserved. Confidential #PassbookWebinar! email conversion?! 64% higher conversion rate over static mobile web coupons! When email is activated with Mobile Wallet – 8% increase in conversion ! 26% increase in AOV over static mobile web offers! 35
  36. 36. ©2014 Vibes All rights reserved. Confidential #PassbookWebinar! ! Massive Passbook adoption! 36! Vibes has seen a 6,150% increase in Passbook pass installs since March 2013 (300+ Passbook campaigns)! Passbook Adoption! 7000%! Indexed Monthly Growth! 0%! 1000%! 2000%! 3000%! 4000%! 5000%! 6000%! 3/1/13! 4/1/13! 5/1/13! 6/1/13! 7/1/13! 8/1/13! 9/1/13! 10/1/13! 11/1/13! 12/1/13! 1/1/14! 2/1/14! 3/1/14! 4/1/14! 5/1/14! 6/1/14! 7/1/14! 8/1/14! 9/1/14!
  37. 37. Think holistically about mobile wallet marketing! ! 37! ©2014 Vibes All rights reserved. Confidential #PassbookWebinar!
  38. 38. Library of reports, handbooks and webinars ! ! 38! Mobile Wallet Handbook: ! The ABCs of Passbook & Google Wallet! ©2014 Vibes All rights reserved. Confidential #PassbookWebinar! Mobile Wallet Consumer Report: ! Non-payment opportunities for marketers! Mobilize your loyalty program with mobile wallet! ABCs of Passbook & Google Wallet! Apple’s Passbook & Google Wallet: 5 key differences! The Mobile Wallet Shift: Non-payment opportunities for marketers! Google Wallet for Mobile Marketers! Passbook Results Are In: What’s working, what’s not & what’s next?! www.vibes.com/resources!
  39. 39. Send us your questions! ! ! 39! Q&A! #PassbookWebinar! ©2014 Vibes All rights reserved. Confidential #PassbookWebinar! Julie Novack! EVP, Mobile ! Solutions! @JulieRothNovack! John Haro! Chief Technology Officer! @johnharo!

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