This document discusses using Apple's Passbook mobile wallet for marketing purposes. It provides an overview of Passbook, how companies currently use it, and best practices. Passbook allows storing digital passes for things like boarding passes, tickets, and loyalty cards. The document outlines how retailers like Target and Gap implement Passbook and highlights opportunities for improvement. It also discusses Waterfall Mobile's Passbook capabilities and a 4-step approach to effective Passbook marketing.

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
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