mobile wallets redefined and the impact of apple’s passbook

Mobile Marketing Association

JACK PHILBIN

Co-founder & CEO, Vibes

Chairman NA, MMA

Mobile Wallets RedefinedThe Impact of Apple’s Passbook

JACK PHILBINCo-Founder & CEO, VibesChairman NA, MMAJack@vibes.com @jackphilbin

#Passbookresults

3 ©2013 Vibes. All Rights Reserved. Confidential

Mobile Wallets Redefined

Today’s Speakers

#Passbookresults

Jack PhilbinCo-Founder & CEO VibesChairman NA, MMA

Steve IbachVice President, Digital PartnershipsInmar

Catherine TaborChief Executive OfficerSparkfly

Anne ZybowskiVice President, Retail InsightsKantar Retail

4 ©2013 Vibes. All Rights Reserved. Confidential

Mobile wallet ecosystem: Passbook in context

m-Commerce

5 ©2013 Vibes. All Rights Reserved. Confidential

The Passbook opportunity

• Apple launched Passbook in September with the iOS 6 update

• Apple as a trusted service provider

• Save for later feature = extreme convenience

• Time, location and interactive features make Passbook different

• A week after Passbook launch, Vibes started its Beta program – 10 Passbook programs

Boarding Pass

Event Ticket

Loyalty Card

Coupon or Offer

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Time, location and interaction are key for engagement

Sears location

User enters within a 100-meter radius of a location and receives a notification to their phone

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Vibes clients leveraging Passbook – 10+ Programs

87% - 96%

Of users had non-iOS6 device

Of users who installed a Pass, retained it after the offer expired

60% -70%

8 ©2013 Vibes. All Rights Reserved. Confidential

Passbook drives significant engagement and foot traffic

7-13% redeemed

pass in-store

3-18% clicked through

to offer

30-60% users with Passbook

35-60% added the

Pass

87-96% retained the

Pass after offer expired

9 ©2013 Vibes. All Rights Reserved. Confidential

Passbook drives significant engagement and foot traffic

Build-A-BearUniversity of

MichiganSearsTexas

Roadhouse

10 ©2013 Vibes. All Rights Reserved. Confidential

Passbook success factors

Passes should be distributed through multiple channels

1. Distribution

Mobile wallet programs should support all smartphones

2. Reach

Pass management and measurement is essential

3. Management

11 ©2013 Vibes. All Rights Reserved. Confidential

1. Distribution: use multiple channels to distribute Passes

PassbookPass

Text

Mobile Ads

Apps Email

Web

Direct mail

Social

12 ©2013 Vibes. All Rights Reserved. Confidential

2. Reach: offer a solution for all smartphone users

Passbook Pass Mobile Web

Text BEER to 84237

iOS 6?

YES NO

iPhone

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3: Management: manage Passes throughout the lifecycle

Create

Distribute

ManageMeasure

Optimize

14 ©2013 Vibes. All Rights Reserved. Confidential

What’s next with mobile wallets?

Non-PaymentValue Proposition

Apple Passbook

• Consumer Focused• Used by Marketing• Mobile Marketing

PaymentValue Proposition

Google Wallet

• Transaction Focused• Used by Finance / IT• Mobile Payments

“Next Level”Mobile Wallet

15 ©2013 Vibes. All Rights Reserved. Confidential

Mobile Wallets Redefined

Today’s Speakers

#Passbookresults

Jack PhilbinCo-Founder & CEO VibesChairman NA, MMA

Steve IbachVice President, Digital PartnershipsInmar

Catherine TaborChief Executive OfficerSparkfly

Anne ZybowskiVice President, Retail InsightsKantar Retail

16 ©2013 Vibes. All Rights Reserved. Confidential

Stop by Vibes’ booth (#14) to

pick up an advance copy

of the Passbook report

Mobile Wallets RedefinedThe Impact of Apple’s Passbook

JACK PHILBINCo-Founder & CEO, VibesChairman NA, MMAJack@vibes.com @jackphilbin

#Passbookresults