Paul Tomes - Founder, CEO PassKitArt Lee - CEO Internet Marketing Coach

DEBUNKING APPLE PASSBOOK

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OBJECTIVES

INCREASE YOUR KNOWLEDGE 2

‣ Speak confidently about the “electronic wallet” and the capabilities of Apple Passbook

‣ Identify and remove the barriers to entry for any business wanting to implement mobile passes

‣ Understand & articulate the massive opportunities for marketers and mobile developers to take on Passbook technology

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DEBUNKING APPLE PASSBOOK

WHAT IS PASSBOOK3

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WHAT IS PASSBOOK

RATE YOUR CURRENT UNDERSTANDING

‣ How bad are you hurting to know more?

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source: ahutton.com

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WHAT IS PASSBOOK

LEATHER WALLET

‣ Invented in late 1600’s after paper currency was introduced‣ Content: Currency, credit card, identification cards, store valued cards,

membership cards, business cards, notes, receipts

‣Shift already moving to electronic

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WHAT IS PASSBOOK

DEFINITION OF THE ELECTRONIC WALLET6

Digital/Electronic WalletElectronic device that allows individuals to make electronic transactions (not always currency, i.e. coupons, tickets, reward points

Online/Virtual Wallet

Program or web service that allows users to store and control online shopping information details in one place (login info, password, address, credit card) - i.e. Google Wallet, PayPayl

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PROCESS MAPPING

REPLACING THE CURRENT WALLET ECOSYSTEM7

‣ wallet content producer

‣ merchant

‣ the wallet

‣ wallet content

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WHAT IS PASSBOOK

WORLD OF ELECTRONIC WALLET8

OPEN CLOSED

InstallStartupsTrust

No installInherentTrustCloud

SIM basedClient sideauthenticate

Specific to channeli.e. GoogleWallet

Native

3rd Party

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WHAT IS PASSBOOK

WHERE DOES PASSBOOK LIVE?9

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KEY OBJECTIVE(S) AGENDA

RESOURCESDELIVERABLE

EXERCISE

Define commonly accepted use of the traditional leather wallet

Time 1. Group identification of what is placed into their wallet

2. Collectively discuss content pieces that are already, or soon to be migrated to the mobile phone

Distill what content is replaced by electronic wallet

Post it notesFlip chart

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DEBUNKING APPLE PASSBOOK

KEEPING IN PROCESS11

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KEEPING IN PROCESS

AIRLINE BOOKING EXPERIENCE

‣ From booking to boarding

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Future1990s

TODAY

1950’s

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KEEPING IN PROCESS

PROCESS DOES NOT CHANGE

‣ Post or pickup (paper)‣ Email, to print out (paper/digital)‣ Document on mobile (digital)‣ Travel Pass via Passbook (digital)

‣Process essentially same for over 100+ years, the way tickets are created, distributed, managed has changed

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KEEPING IN PROCESS

CURRENT METHOD - MEMBERSHIP CARD14

CREATE‣ Design and

production house (electronic strip, chip, name,

DISTRIBUTE‣ Cards

delivered via Postal Service

MANAGE‣ User receives card and decides when to put in wallet

‣ Merchant distributes related content via (email, website, etc.)

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KEEPING IN PROCESS

OTHER PASSBOOK PASSES15

CREATE‣ Developer or

via Application (i.e. PassKit)

DISTRIBUTE‣ Cards are

delivered to Smartphone

MANAGE‣ User receives and decides when to ADD/DELETE in wallet

‣ Merchant distributes related content via Pass + email, website, etc.

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KEY OBJECTIVE(S) AGENDA

RESOURCESDELIVERABLE

EXERCISE

To demonstrate how passes are created, distributed and manages via PassKit

Time 1. Show and tell demonstration2. Create via Pass Designer (front and back design)3. Email, QR Code, SMS. Deliver to attendee’s

phones4. Management scan, send an update, statistics

Attendees receive a pass on phone for next session.

Internet access and laptop

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KEEPING IN PROCESS

EXAMPLE PASSES17

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EXPLOITING PASSBOOK

WHY NOW?18

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WHY NOW?

USER DEMAND AND ADOPTION‣ Native App on all IOS 6 - Full support, cannot delete‣ Passes accessible on Android, Windows, Blackberry‣ Acceptable for items with low security risk‣ Concerns of merchants accessing data from phone‣ Opt-In, user controls via pass acceptance

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Cash to Credit Card

PaperEmailText

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WHY NOW?

MARKET OPPORTUNITY

‣ Is there a demand?

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App Store Madness‣ Demand for

better, quality apps

‣ Best social & messenger features

WeChat Dominance

Launch Jan 2011

300 Million Users, Mar 2013

July 2008App Store Introduced

CUSTOMER MORES‣ More Quality‣ More Value‣ More Convenience‣ More Relevance‣ More Security‣ More ME!

= Better Life!20

WHY NOW? 21

Apple SVP of Marketing Phill Schiller announces 300M devices now on iOS6+

Jan, 2013

source: insidemobileapps.com

Samsung Native Wallet expected to launch on phones May 2013.

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WHY NOW?

TANGIBLE BENEFITS

‣ (Example: Facebook Connect Infographic)

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Reduce Operational, Marketing

Costs

Concept to Cash - Speed

to MarketIncrease Online

to Offline

Integrated, creative

marketing

Better Connect & Understand

Customer

Brand Elevation - Leading Edge

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WHY NOW?

RESPECT THE OPPORTUNITY

‣ Create Relevant Messaging‣ Not mass market strategy, one-to-one relationships‣ Avoid getting tuned out‣ Allow users a choice/control

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WHAT IS PASSBOOK 24

source: speechbuddy.com

HISTORY IS WRITTEN BY THE VICTORS-WINSTON CHURCHILL

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Q&ADEBUNKING APPLE PASSBOOK 25

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Q&A

RE-EVALUATE YOUR UNDERSTANDING

‣ How is your pain now?

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source: ahutton.com

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OBJECTIVES

INCREASE YOUR KNOWLEDGE 27

‣ Speak confidently about the “electronic wallet” and the capabilities of Apple Passbook

‣ Identify and remove the barriers to entry for any business wanting to implement mobile passes

‣ Understand & articulate the massive opportunities for marketers and mobile developers to take on Passbook technology

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Q&A

LEARN MORE28

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