how apple passbook ushers in the third mobile marketing wave

Mobile Marketers’ Dream in 2013: How Apple

Passbook Ushers in the Third Mobile Marketing Wave

January 24, 2013

MMA Webinar Series

Overview

Passbook is the new mobile marketing imperative: how to leverage it to drive sales, boost loyalty, and increase customer engagement.

Passbook adoption will skyrocket in 2013, as Marketers close the books on this Holiday season and gear up for the year ahead. Apple Passbook

offers companies a groundbreaking opportunity to engage mobile

consumers with coupons, tickets, loyalty cards, membership passes and

more -- that are both dynamic and highly relevant (time- and location-

aware). Marketers can deliver offers with ease and speed, centralized on their customers’ mobile devices, letting them more effectively close the

loop from acquisition and engagement, to conversion.

Today’s Agenda

•  The essential new role of Passbook in the mobile marketing mix

•  How passes can bolster your existing app strategy -- or offer you a

conduit to your customers' phones for the first time

•  How passes work as powerful "lightweight" apps, that can be updated in real-time

•  How to easily execute Passbook campaigns without writing code or

being a developer

Today’s Speakers

Brent Hieggelke Chief Marketing Officer���Urban Airship brent@urbanairship.com @bhieggelke

Michael Becker Managing Director, North America ���Mobile Marketing Association michael.becker@mmaglobal.com @mobiledirect

Moderator  

Joe Beninato GM, Digital Wallet���Urban Airship jb@urbanairship.com

Q&A

Don’t forget to Tweet about this session using hashtag: #MMAWeb

#UrbanAirship

Mobile Marketers' Dream in 2013:

How Apple Passbook Ushers in the Third Mobile Marketing Wave

January 24, 2013

Passbook  is  ushering  in  the  third  mobile  marke3ng  investment  wave:  

 Passes  and  Digital  Wallets.  

Major mobile marketing investment waves

1. Advertising 2. Apps 3. Passes

Advertising & apps now $19 billion +

“…all mobile devices are linked by a common factor:

real estate is scarce. Display advertising on mobile screens is

proportionately more intrusive, annoying and unwelcome.”

- Rebecca Lieb Altimeter Group

But advertising isn’t mobile’s end-game

Mobile success hinges on staying close to the consumer.

And that requires an invitation-based approach

vs.

an interruption-driven approach.

-  Apps are invitations

-  Passes are invitations

One billion app users, on the way to 2B

average time spent using apps

average number downloaded per device

Consumers spend mobile time in apps

App downloads growing from 45B to 310B

0  

50000  

100000  

150000  

200000  

250000  

300000  

350000  

2011   2012   2013   2014   2015   2016  

We are here

Now app usage even challenging TV!

So  why  is  Passbook  such  a  big  deal?  

The first step towards a mobile wallet Boarding Passes

Tickets

Store Cards

Coupons

Replacing the need for paper-based items Boarding Passes

Tickets

Store Cards

Coupons

Organizing digital passes in one place Boarding Passes

Tickets

Store Cards

Coupons

The 3rd wave has started…

12% tickets

in first 2 weeks

20k passes

per day

375k loyalty

program members

70% of viewers

added to Passbook

So why is Urban Airship discussing this?

Passes open up mobile marketing for all

Passes are a more efficient direct channel

Passes are like lightweight apps

Passes complement apps

Impacts of Passbook on your business

•  Create a mobile connection with your customers •  Augment your other channels for cross-promotion

•  Remove the pain of traditional inefficient processes

“The paper coupon is the single most inefficient

marketing tool you could imagine…”

- Peter Sealey, former CMO, Coca-Cola Company

Drive awareness and trial

Driving customer loyalty

Deliver better customer service

Passes are location-aware

Passes are easy to deliver

Send using common communication channels:

Passes can be updated

Easily update offer details: •  Offer terms •  Expiration date •  SKU number •  Redemption rules •  Product images •  Color palette •  more…

How  are  passes  created?  

IMAGE (photo)

A typical pass project

•  Marketing specs what is needed

•  Designer makes it look great

•  Engineer codes it

•  Marketing deploys it

•  Marketing analyzes data for campaign

You can hand code a pass…

IMAGE (photo)

{"passTypeIdentifier":"pass.passtools.000045","organizationName":"Oceanic Airlines","backgroundColor":"rgb(59,108,199)","labelColor":"#284B98","serialNumber":"99f53b19-fea6-40c5-84ac-a96a4b8b1fb1","authenticationToken":"vxwxd7J8AlNNFPS8k0a0FfUFtq0ewzFdc","barcode":{"message":"Benjamin Linus","messageEncoding":"iso-8859-1","format":"PKBarcodeFormatQR","altText":"Benjamin Linus"},"logoText":"Oceanic Airlines","teamIdentifier":"6MSJK492D9","formatVersion":1,"locations":[{"latitude":37.4479669,"longitude":-122.1599643,"relevantText":"Welcome to SFO!"}],"description":"Oceanic Boarding Pass","webServiceURL":"https:\/\/api.passtools.com\/apple","boardingPass":{"backFields":[{"key":"back0","label":"Built with PassTools","value":"Built with PassTools\n\nFind out more and create your own passes at:\nhttps:\/\/passtools.com\n\nTello, Inc.\\n408 Florence Street\nPalo Alto, CA 94301\n650.321.2323\nhelp@passtools.com\n"}],"transitType":"PKTransitTypeAir","auxiliaryFields":[{"key":"auxiliary1","label":"DEPART","value":"2:25 PM"},{"key":"auxiliary2","label":"FLIGHT","value":"815"},{"key":"auxiliary3","label":"CLASS","value":"Coach"},{"key":"auxiliary4","label":"DATE","value":"7\/22"}],"primaryFields":[{"key":"primary1","label":"SYDNEY","value":"SYD"},{"key":"primary2","label":"LOS ANGELES","value":"LAX"}],"headerFields":[{"key":"header1","label":"GATE","value":"23"}],"secondaryFields":[{"key":"secondary1","label":"PASSENGER","value":"Benjamin Linus"}]},"foregroundColor":"#16376E”}

Or use a Passbook service

IMAGE (photo)

•  Marketing can experiment with various pass types

•  Designer can iterate rapidly with visual previewer

•  Engineer can use templates and API

•  Marketing can send passes

•  Marketing can use analytics

Tools offer reporting too

Let’s create a real pass

Next Steps

•  Create a few passes

•  Add them into existing marketing efforts

•  Test customer response

•  Use data to inform your future plans

Q&A

Michael Becker Managing Director, North America ���Mobile Marketing Association michael.becker@mmaglobal.com @mobiledirect

Moderator  

Brent Hieggelke Chief Marketing Officer���Urban Airship brent@urbanairship.com @bhieggelke

Joe Beninato GM, Digital Wallet���Urban Airship jb@urbanairship.com

Upcoming Events & Programs

•  MMA Forum – San Francisco (January 29-30)

•  MMA Forum – New York (May 8-10)

Visit www.mmaglobal.com/events for more details on future events and webinars

Planning for 2013, contact Michael Becker at northamerica@mmagobal.com to get involved

Thank You

ADDITIONAL RESOURCES

• Create a Free PassTools account: www.passtools.com • Check out Apple Passbook support: https://developer.apple.com/passbook/ • Sign up for Passbook Innovators Group: Passbook@urbanairship.com • Follow Urban Airship on Twitter @urbanairship, and visit them at www.urbanairship.com

Sign up for the MMA SmartBrief: www.smartbrief.com/mma

Search for partners or get listed at the Mobile Marketing Industry Directory: www.mobilemarketingindustrydirectory.com

Thanks for stopping in!

January 24, 2013