Apple's Passbook and Google Wallet: 5 key differences you need to know
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Now that both Google Wallet and Apple Passbook, the non-payment mobile wallets used to store offers and loyalty cards, are available to consumers, marketers have more questions than answers. What are the differences between Google Wallet and Apple Passbook? How many locations are available? Can I dynamically update mobile wallet content? Is the content cloud-based? It is more critical than ever to have an integrated strategy that leverages both mobile wallet apps in order to reach all iPhone and Android users. In this presentation, you will learn about: • The differences between Google Wallet and Apple Passbook • Best practices for mobile wallet marketing (offers and loyalty) • 3 tips for using Passbook and Google Wallet this holiday season
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Apple's Passbook and Google Wallet: 5 key differences you need to know
- 1. Apple's Passbook and Google Wallet: 5 key differences you need to know NOVEMBER 26, 2013! Julie Novack, SVP, Mobile Solutions, Vibes John Haro, Chief Technology Officer, Vibes #MobileWallet! @JulieRothNovack! @JohnHaro!
- 2. 2 Discussion topics 1. Mobile Wallet 101 2. Key Differences: Google Wallet & Apple Passbook 3. Mobile Wallet Marketing Best Practices #MobileWallet! ©2013 Vibes All rights reserved. Confidential
- 3. 3 Discussion topics 1. Mobile Wallet 101 2. Key Differences: Google Wallet & Apple Passbook 3. Mobile Wallet Marketing Best Practices #MobileWallet! ©2013 Vibes All rights reserved. Confidential
- 4. Mobile wallet marketing: a new frontier! 4 Mobile marketing ! mobile database Mobile service! mobile payments service alerts targeting & segmentation loyalty program activation SMS QR codes sponsoredtext mobile web experiences m-commerce apps Mobile ! experiences! ©2013 Vibes All rights reserved. Confidential MMS push notification mobile wallet! marketing! service apps mobile alerts rich media ads mobile display ads Mobile advertising! Mobile media buys
- 5. Passbook launched mobile wallet marketing movement! § Apple started the non-payment movement in Sept 2012 with Passbook, allowing users to save and organize: - - Loyalty cards - Tickets - § Offers and coupons Boarding passes Google Wallet launched their non-payment solution a year later in Sept 2013. ©2013 Vibes All rights reserved. Confidential 5
- 6. No words needed to explain the value to the consumer!! ©2013 Vibes All rights reserved. Confidential 6
- 7. Seeing is believing…try it out!! 7 Text STYLE to 84237! Google Wallet ©2013 Vibes All rights reserved. Confidential Apple Passbook Other
- 8. Benefits of mobile wallet ! For the Consumer! 8 For the Marketer! § Convenience § Higher conversion § Timely reminders (expiring points) § Ability to update content and offers § Location triggers § Low cost location-based marketing Build-A-Bear Store ©2013 Vibes All rights reserved. Confidential
- 9. Vibes’ Consumer Study: 85% see the benefits of mobile wallet! 9 Mobile wallet benefits Digitizing paper items Organizing on your smartphone Managing point balances 13% 22% Time sensitive offers Automatically updated items 13% 19% 85% perceived benefit! Base: Total n=1,000 Source: Vibes 2013 mobile consumer survey – July 2013 ©2013 Vibes All rights reserved. Confidential 10% Location aware alerts No Benefit 7% 15%
- 10. 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 ©2013 Vibes All rights reserved. Confidential Source: Vibes Passbook Program client metrics 10
- 11. The mobile wallet disconnect…! 11 Consumers want it...! Only! 85% 19% of smartphone users see the nonpayment benefits of the mobile wallet Source: Vibes 2013 mobile consumer survey – July 2013 ©2013 Vibes All rights reserved. Confidential of smartphone users have noticed any retailer offering mobile wallet specific content
- 12. 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) ©2013 Vibes All rights reserved. Confidential 12
- 13. 13 Discussion topics 1. Mobile Wallet 101 2. Key Differences: Google Wallet & Apple Passbook 3. Mobile Wallet Marketing Best Practices #MobileWallet! ©2013 Vibes All rights reserved. Confidential
- 14. Google Wallet & Apple Passbook: 5 key differences! 1! How do you get it? 2! What does it look like? 3! Where do offers and loyalty cards live? 4! What does it do once I have it? 5! How does it use my location? Can I pay for things? ©2013 Vibes All rights reserved. Confidential 14
- 15. 1. How do you get it?! Apple Passbook ©2013 Vibes All rights reserved. Confidential 15 Google Wallet
- 16. 2. What does it look like?! 16 Anatomy of a Google Wallet offer Valid dates, Provider Merchant, Offer, and Image Details, Terms Label, Barcode, Alternate Text Links ©2013 Vibes All rights reserved. Confidential
- 17. 2. What does it look like?! 17 Anatomy of a Google Wallet loyalty Image, Merchant, Points and tier fields Label, Barcode, Alternate Text Member Name, ID Messages Links ©2013 Vibes All rights reserved. Confidential
- 18. 2. What does it look like?! 18 Anatomy of a Passbook offer Image, Header, Label - Value Buttons, switches Image and feature fields Multiple labels and fields Barcode and label ©2013 Vibes All rights reserved. Confidential Content by Labels and fields
- 19. 2. What does it look like?! 19 Anatomy of a Passbook loyalty card Image, Header, Label - Value Image and feature fields Multiple labels and fields Barcode and label ©2013 Vibes All rights reserved. Confidential Buttons, switches Content by Labels and fields
- 20. 3. Where do offers and loyalty cards live?! Apple Passbook ©2013 Vibes All rights reserved. Confidential 20 Google Wallet
- 21. 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 ©2013 Vibes All rights reserved. Confidential 21
- 22. 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 ©2013 Vibes All rights reserved. Confidential 22
- 23. 5. How does it use it my location?! 23 Google Wallet Location-based notifications ©2013 Vibes All rights reserved. Confidential Google Now
- 24. 5. How does it use it my location?! Passbook 24 User enters within a 100-meter radius of a location ! and receives a notification to their phone Build-AVibes Bear Workshop ©2013 Vibes All rights reserved. Confidential
- 25. 5. How does it use it my location?! iBeacon ©2013 Vibes All rights reserved. Confidential 25
- 26. Google Wallet & Apple Passbook: 5 key differences! 1! How do you get it? 2! What does it look like? 3! Where do offers and loyalty cards live? 4! What does it do once I have it? 5! How does it use my location? Can I pay for things? ©2013 Vibes All rights reserved. Confidential 26
- 27. Can I pay for things?! ©2013 Vibes All rights reserved. Confidential 27
- 28. Cheat Sheet: Google Wallet & Apple Passbook! Google Wallet 28 Apple Passbook § Installation: Not native to Android operating system, but available on iOS as well. Must download from Play Store or iTunes § Installation: Natively installed on iPhone as part of iOS 6/7 operating system update. Includes nearly all iPhones § Layout: Somewhat restrictive for consistency, most content updatable § Layout: Some restriction on placement, but all content and fields changeable § Storage: Objects are stored in the cloud, accessible across man devices § Storage: Passes are signed compressed files, stored on the phone § Delivering notifications: Notifications only based on location § Delivering notifications: Notifications sent directly to lock screen § Location: Save unlimited locations to a Wallet Object § Location: Save up to 10 locations to a Pass, but includes iBeacon support on top § Accessing Wallet Objects: Cloud-based system allows you to access Google Wallet across any platform or device-type § 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, SMS or the Google Wallet app § Accessing loyalty cards: Loyalty cards can be distributed through email, apps or SMS ©2013 Vibes All rights reserved. Confidential
- 29. 29 Discussion topics 1. Mobile Wallet 101 2. Key Differences: Google Wallet & Apple Passbook 3. Mobile Wallet Marketing Best Practices #MobileWallet! ©2013 Vibes All rights reserved. Confidential
- 30. Mobile wallet marketing best practices! 30 1. Create! 5. Optimize! 4. Measure! ©2013 Vibes All rights reserved. Confidential 2. Distribute! 3. Manage!
- 31. 1. Create: Determine the best use case(s) for your business! Offers & Incentives The Loyalty Card Event/VIP Passes The Account Card CarrierOne ©2013 Vibes All rights reserved. Confidential 31 Account Number 12345678910
- 32. 1. Create: Offer a solution for all smartphone users! 32 Integrated mobile wallet solution! Google Wallet ©2013 Vibes All rights reserved. Confidential Apple Passbook Mobile web “fall back”
- 33. 1. Create: Build mobile wallet content in minutes! Google Wallet ©2013 Vibes All rights reserved. Confidential Apple Passbook 33
- 34. 2. Distribute: Use all channels for maximum reach! Apps /! Push! Email! Web! Direct! mail! Mobile! Ads! Text! ©2013 Vibes All rights reserved. Confidential 34 Use multiple channels to distribute content! Social!
- 35. 2. Distribute: Email and text are preferred methods ! 35 Preferred method for receiving mobile wallet content 11% 20% Text message from the retailer 46% Email Base: Total n=1,000 Source: Vibes 2013 mobile consumer survey – July 2013 ©2013 Vibes All rights reserved. Confidential 19% App from the retailer Direct mail 4% Mobile banner advertisement
- 36. 3. Manage: Actively manage your mobile wallet program! § Leverage a platform that makes it easy to: - - Update content on a regular basis - Test new creative to see impact on redemption - § Send timely notifications and reminders Manage and update locations Leverage Smartlink to detect devices ©2013 Vibes All rights reserved. Confidential 36
- 37. 4. Measure: Identify KPIs and actively monitor campaigns ! ©2013 Vibes All rights reserved. Confidential 37
- 38. 5. Optimize: Personalize offers and A/B test to improve results! John Haro ©2013 Vibes All rights reserved. Confidential Mark Tack Julie Novack 38
- 39. Extra credit: 3 quick mobile wallet ideas for the holidays! Email Activation: Activate an email with “save to your phone” functionality ©2013 Vibes All rights reserved. Confidential VIP Pass: Skip the line 39 Gamified Experience: With mobile wallet offer
- 40. Recap: Take a holistic view of mobile wallet marketing ! 1. Create! 5. Optimize! 4. Measure! ©2013 Vibes All rights reserved. Confidential 2. Distribute! 3. Manage! 40
- 41. The first Mobile Wallet Consumer Report! vibes.com/mobilewallet ©2013 Vibes All rights reserved. Confidential 41
- 42. Apple's Passbook and Google Wallet: 5 key differences you need to know NOVEMBER 26, 2013! Julie Novack, SVP, Mobile Solutions, Vibes John Haro, Chief Technology Officer, Vibes #MobileWallet! @JulieRothNovack! @JohnHaro!