Mobile Marketing AssociationJACK PHILBINCo-founder & CEO, VibesChairman NA, MMA
Mobile Wallets RedefinedThe Impact of Apple’s PassbookJACK PHILBINCo-Founder & CEO, VibesChairman NA, MMAJack@vibes.com@ja...
2 ©2013 Vibes. All Rights Reserved. ConfidentialMobile Wallets RedefinedToday’s Speakers#PassbookresultsJack PhilbinCo-Fou...
3 ©2013 Vibes. All Rights Reserved. ConfidentialMobile wallet ecosystem: Passbook in contextm-Commerce
4 ©2013 Vibes. All Rights Reserved. ConfidentialThe Passbook opportunity• Apple launched Passbook inSeptember with the iOS...
5 ©2013 Vibes. All Rights Reserved. ConfidentialTime, location and interaction are key for engagementUser enters within a ...
6 ©2013 Vibes. All Rights Reserved. ConfidentialVibes clients leveraging Passbook – 10+ Programs87% - 96%Of users had non-...
7 ©2013 Vibes. All Rights Reserved. ConfidentialPassbook drives significant engagement and foot traffic7-13%redeemedpass i...
8 ©2013 Vibes. All Rights Reserved. ConfidentialPassbook drives significant engagement and foot trafficBuild-A-BearUnivers...
9 ©2013 Vibes. All Rights Reserved. ConfidentialPassbook success factorsPasses should be distributedthrough multiple chann...
10 ©2013 Vibes. All Rights Reserved. Confidential1. Distribution: use multiple channels to distribute PassesPassbookPassTe...
11 ©2013 Vibes. All Rights Reserved. Confidential2. Reach: offer a solution for all smartphone usersPassbook Pass Mobile W...
12 ©2013 Vibes. All Rights Reserved. Confidential3: Management: manage Passes throughout the lifecycleCreateDistributeMana...
13 ©2013 Vibes. All Rights Reserved. ConfidentialWhat’s next with mobile wallets?Non-PaymentValue PropositionApple Passboo...
14 ©2013 Vibes. All Rights Reserved. ConfidentialMobile Wallets RedefinedToday’s Speakers#PassbookresultsJack PhilbinCo-Fo...
15 ©2013 Vibes. All Rights Reserved. ConfidentialStop by Vibes’booth (#14) topick up anadvance copyof the Passbookreport
Mobile Wallets RedefinedThe Impact of Apple’s PassbookJACK PHILBINCo-Founder & CEO, VibesChairman NA, MMAJack@vibes.com@ja...
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Mobile Wallets Redefined and the Impact of Apple’s Passbook

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Mobile Wallets Redefined and the Impact of Apple’s Passbook

  1. 1. Mobile Marketing AssociationJACK PHILBINCo-founder & CEO, VibesChairman NA, MMA
  2. 2. Mobile Wallets RedefinedThe Impact of Apple’s PassbookJACK PHILBINCo-Founder & CEO, VibesChairman NA, MMAJack@vibes.com@jackphilbin#Passbookresults
  3. 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. 4. 3 ©2013 Vibes. All Rights Reserved. ConfidentialMobile wallet ecosystem: Passbook in contextm-Commerce
  5. 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. 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. 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. 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. 9. 8 ©2013 Vibes. All Rights Reserved. ConfidentialPassbook drives significant engagement and foot trafficBuild-A-BearUniversity ofMichiganSearsTexasRoadhouse
  10. 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. 11. 10 ©2013 Vibes. All Rights Reserved. Confidential1. Distribution: use multiple channels to distribute PassesPassbookPassTextMobileAdsApps EmailWebDirectmailSocial
  12. 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. 13. 12 ©2013 Vibes. All Rights Reserved. Confidential3: Management: manage Passes throughout the lifecycleCreateDistributeManageMeasureOptimize
  14. 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. 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. 16. 15 ©2013 Vibes. All Rights Reserved. ConfidentialStop by Vibes’booth (#14) topick up anadvance copyof the Passbookreport
  17. 17. Mobile Wallets RedefinedThe Impact of Apple’s PassbookJACK PHILBINCo-Founder & CEO, VibesChairman NA, MMAJack@vibes.com@jackphilbin#Passbookresults

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