Apple's Passbook and Google Wallet: 5 key differences you need to know

Apple's Passbook and Google Wallet: 5 key differences you need to know NOVEMBER 26, 2013!

Julie Novack, SVP, Mobile Solutions, Vibes @JulieRothNovack!John Haro, Chief Technology Officer, Vibes @JohnHaro!

#MobileWallet!

Discussion topics

1. Mobile Wallet 101

2. Key Differences: Google Wallet & Apple Passbook

3. Mobile Wallet Marketing Best Practices

#MobileWallet!

Discussion topics

Mobile wallet marketing: a new frontier!

Mobile marketing !

Mobile advertising!

Mobile !experiences!

Mobile service!

mobile display

sponsored-text

rich media ads

mobile web experiences

m-commerce Mobile media buys

mobile wallet!marketing!

QR codes

mobile alerts

mobile database

loyalty program activation service

alerts

targeting & segmentation

push notification mobile

payments

service apps

Passbook launched mobile wallet marketing movement!

§  Apple started the non-payment movement in Sept 2012 with Passbook, allowing users to save and organize: -  Offers and coupons

-  Loyalty cards

-  Tickets

-  Boarding passes

§  Google Wallet launched their non-payment solution a year later in Sept 2013.

No words needed to explain the value to the consumer!!

Seeing is believing…try it out!!

Text STYLE to 84237!

Google Wallet Apple Passbook Other

Benefits of mobile wallet !

For the Consumer! For the Marketer!

§  Convenience §  Timely reminders (expiring points)

§  Location triggers

§  Higher conversion §  Ability to update content and offers

§  Low cost location-based marketing

Build-A-Bear Store

Vibes’ Consumer Study: 85% see the benefits of mobile wallet!

No Benefit

Digitizing paper items

Organizing on your

smartphone

Managing point

balances

Time sensitive

offers Automatically updated items

Location aware alerts

22% 19%

13% 13% 10% 7%

Mobile wallet benefits

85% perceived benefit!Base: Total n=1,000

Source: Vibes 2013 mobile consumer survey – July 2013

Mobile wallet has proven to be effective for marketers!

Sample metrics from mobile wallet programs:!§  64% increase in conversions from

Passbook over mobile web coupon

§  24% increase in average order value with Passbook over mobile web coupon

§  7% lift in email conversion using mobile wallet

Source: Vibes Passbook Program client metrics

of smartphone users have noticed any retailer offering mobile wallet specific content

Only!Consumers want it...!

85% 19% of smartphone users see the non-payment benefits of the mobile wallet

The mobile wallet disconnect…!

This disconnect is about to change!

§  Most companies are jumping in head first §  The companies that are aren’t have their reasons:

-  Can’t scan at register (we have work arounds – don’t let this stop you)

-  App team is “working on it” (CRM team needs to own this – it is a communication channel that should be coordinated with Text and Push)

-  Unaware of benefits or adoption (download our consumer study)

#MobileWallet!

Discussion topics

Google Wallet & Apple Passbook: 5 key differences!

How do you get it?

What does it look like?

Where do offers and loyalty cards live?

What does it do once I have it?

How does it use my location?

Can I pay for things?

1. How do you get it?!

Google Wallet Apple Passbook

Valid dates, Provider

Details, Terms

2. What does it look like?!

Merchant, Offer, and Image

Anatomy of a Google Wallet offer

Label, Barcode, Alternate Text

Anatomy of a Google Wallet loyalty

Image, Merchant, Points and tier fields

Label, Barcode, Alternate Text

Member Name, ID

Messages

Anatomy of a Passbook offer

Image and feature fields

Image, Header, Label - Value

Content by Labels and fields

Buttons, switches

Multiple labels and fields

Barcode and label

Anatomy of a Passbook loyalty card

Image and feature fields

Image, Header, Label - Value

Multiple labels and fields

Barcode and label

Content by Labels and fields

Buttons, switches

3. Where do offers and loyalty cards live?!

4. What does it do once I have it?!

Passbook

§  Any content can be changed with little restriction

§  Notifications are triggered by changes… or not

§  The message is controlled by the pass creator

4. What does it do once I have it?!

Google Wallet

§  Any content can be changed with some restriction

§  Notifications are not sent for changes

§  Loyalty objects have “Messages” available while in Wallet

5. How does it use it my location?!

Google Now Location-based notifications

Google Wallet

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

Vibes Build-A-

Bear Workshop

iBeacon

Google Wallet & Apple Passbook: 5 key differences!

How do you get it?

What does it look like?

Where do offers and loyalty cards live?

What does it do once I have it?

How does it use my location?

Can I pay for things?

Can I pay for things?!

Cheat Sheet: Google Wallet & Apple Passbook!

§  Installation: Natively installed on iPhone as part of iOS 6/7 operating system update. Includes nearly all iPhones

§  Layout: Some restriction on placement, but all content and fields changeable

§  Storage: Passes are signed compressed files, stored on the phone

§  Delivering notifications: Notifications sent directly to lock screen

§  Location: Save up to 10 locations to a Pass, but includes iBeacon support on top

§  Accessing Passes: You can only access Passbook offers through your iPhone’s Passbook app

§  Accessing loyalty cards: Loyalty cards can be distributed through email, apps or SMS

§  Installation: Not native to Android operating system, but available on iOS as well. Must download from Play Store or iTunes

§  Layout: Somewhat restrictive for consistency, most content updatable

§  Storage: Objects are stored in the cloud, accessible across man devices

§  Delivering notifications: Notifications only based on location

§  Location: Save unlimited locations to a Wallet Object

§  Accessing Wallet Objects: Cloud-based system allows you to access Google Wallet across any platform or device-type

§  Accessing loyalty cards: Loyalty cards can be distributed through email, apps, SMS or the Google Wallet app

#MobileWallet!

Discussion topics

Mobile wallet marketing best practices!

1. Create!

2. Distribute!

3. Manage!4. Measure!

5. Optimize!

1. Create: Determine the best use case(s) for your business!

Event/VIP Passes The Account Card The Loyalty Card

Offers & Incentives

CarrierOne Account Number

12345678910

1. Create: Offer a solution for all smartphone users!

Integrated mobile wallet solution!

Google Wallet Apple Passbook Mobile web “fall back”

1. Create: Build mobile wallet content in minutes!

2. Distribute: Use all channels for maximum reach!

Email!

Use multiple channels to distribute content!

Apps /!Push!

Mobile!Ads!

Direct!mail!

Social!

Preferred method for receiving mobile wallet content

Email 46%

20% 19% 11% 4%

Text message from the retailer

App from the retailer

Direct mail Mobile banner advertisement

Base: Total n=1,000

2. Distribute: Email and text are preferred methods !

3. Manage: Actively manage your mobile wallet program!

§  Leverage a platform that makes it easy to: -  Send timely notifications

and reminders

-  Update content on a regular basis

-  Test new creative to see impact on redemption

-  Manage and update locations

§  Leverage Smartlink to detect devices

4. Measure: Identify KPIs and actively monitor campaigns !

5. Optimize: Personalize offers and A/B test to improve results!

John Haro Mark Tack Julie Novack

Extra credit: 3 quick mobile wallet ideas for the holidays!

VIP Pass: Skip the line

Gamified Experience: With mobile wallet offer

Email Activation: Activate an email with “save to

your phone” functionality

Recap: Take a holistic view of mobile wallet marketing !

1. Create!

2. Distribute!

3. Manage!4. Measure!

5. Optimize!

The first Mobile Wallet Consumer Report!

vibes.com/mobilewallet

Apple's Passbook and Google Wallet: 5 key differences you need to know NOVEMBER 26, 2013!

Julie Novack, SVP, Mobile Solutions, Vibes @JulieRothNovack!John Haro, Chief Technology Officer, Vibes @JohnHaro!

#MobileWallet!

Apple's Passbook and Google Wallet: 5 key differences you need to know

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