How Apple Passbook Ushers in the Third Mobile Marketing Wave
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Transcript of How Apple Passbook Ushers in the Third Mobile Marketing Wave
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Mobile Marketers’ Dream in 2013: How Apple
Passbook Ushers in the Third Mobile Marketing Wave
January 24, 2013
MMA Webinar Series
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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.
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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
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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]
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Q&A
Don’t forget to Tweet about this session using hashtag: #MMAWeb
#UrbanAirship
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Mobile Marketers' Dream in 2013:
How Apple Passbook Ushers in the Third Mobile Marketing Wave
January 24, 2013
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Passbook is ushering in the third mobile marke3ng investment wave:
Passes and Digital Wallets.
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Major mobile marketing investment waves
1. Advertising 2. Apps 3. Passes
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Advertising & apps now $19 billion +
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“…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
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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
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One billion app users, on the way to 2B
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average time spent using apps
average number downloaded per device
Consumers spend mobile time in apps
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App downloads growing from 45B to 310B
0
50000
100000
150000
200000
250000
300000
350000
2011 2012 2013 2014 2015 2016
We are here
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Now app usage even challenging TV!
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So why is Passbook such a big deal?
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The first step towards a mobile wallet Boarding Passes
Tickets
Store Cards
Coupons
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Replacing the need for paper-based items Boarding Passes
Tickets
Store Cards
Coupons
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Organizing digital passes in one place Boarding Passes
Tickets
Store Cards
Coupons
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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
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So why is Urban Airship discussing this?
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Passes open up mobile marketing for all
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Passes are a more efficient direct channel
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Passes are like lightweight apps
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Passes complement apps
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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
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“The paper coupon is the single most inefficient
marketing tool you could imagine…”
- Peter Sealey, former CMO, Coca-Cola Company
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Drive awareness and trial
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Driving customer loyalty
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Deliver better customer service
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Passes are location-aware
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Passes are easy to deliver
Send using common communication channels:
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Passes can be updated
Easily update offer details: • Offer terms • Expiration date • SKU number • Redemption rules • Product images • Color palette • more…
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How are passes created?
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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
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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”}
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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
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Tools offer reporting too
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Let’s create a real pass
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Next Steps
• Create a few passes
• Add them into existing marketing efforts
• Test customer response
• Use data to inform your future plans
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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]
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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
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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
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Thanks for stopping in!
January 24, 2013