how apple passbook ushers in the third mobile marketing wave
DESCRIPTION
Urban airship passbook_webinar by Mobile Marketing AssociationTRANSCRIPT
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 [email protected] @bhieggelke
Michael Becker Managing Director, North America ���Mobile Marketing Association [email protected] @mobiledirect
Moderator
Joe Beninato GM, Digital Wallet���Urban Airship [email protected]
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\[email protected]\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 [email protected] @mobiledirect
Moderator
Brent Hieggelke Chief Marketing Officer���Urban Airship [email protected] @bhieggelke
Joe Beninato GM, Digital Wallet���Urban Airship [email protected]
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 [email protected] 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: [email protected] • 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