1. Mobile Marketing Association
JACK PHILBIN
Co-founder & CEO, Vibes
Chairman NA, MMA

2. Mobile Wallets Redefined
The Impact of Apple’s Passbook
JACK PHILBIN
Co-Founder & CEO, Vibes
Chairman NA, MMA
Jack@vibes.com
@jackphilbin
#Passbookresults

3. 2 ©2013 Vibes. All Rights Reserved. Confidential
Mobile Wallets Redefined
Today’s Speakers
#Passbookresults
Jack Philbin
Co-Founder &
CEO Vibes
Chairman NA, MMA
Steve Ibach
Vice President,
Digital Partnerships
Inmar
Catherine Tabor
Chief Executive
Officer
Sparkfly
Anne Zybowski
Vice President,
Retail Insights
Kantar Retail

4. 3 ©2013 Vibes. All Rights Reserved. Confidential
Mobile wallet ecosystem: Passbook in context
m-Commerce

5. 4 ©2013 Vibes. All Rights Reserved. Confidential
The Passbook opportunity
• Apple launched Passbook in
September with the iOS 6 update
• Apple as a trusted service provider
• Save for later feature = extreme
convenience
• Time, location and interactive
features make Passbook different
• A week after Passbook launch,
Vibes started its Beta program –
10 Passbook programs
Boarding
Pass
Event
Ticket
Loyalty
Card
Coupon
or Offer

6. 5 ©2013 Vibes. All Rights Reserved. Confidential
Time, location and interaction are key for engagement
User enters within a 100-meter radius of a location
and receives a notification to their phone

7. 6 ©2013 Vibes. All Rights Reserved. Confidential
Vibes clients leveraging Passbook – 10+ Programs
87% - 96%
Of users had non-iOS6 device
Of users who installed a Pass,
retained it after the offer expired
60% -70%

8. 7 ©2013 Vibes. All Rights Reserved. Confidential
Passbook drives significant engagement and foot traffic
7-13%
redeemed
pass in-store
3-18%
clicked through
to offer
30-60%
users with
Passbook
35-60%
added the
Pass
87-96%
retained the
Pass after offer
expired

9. 8 ©2013 Vibes. All Rights Reserved. Confidential
Passbook drives significant engagement and foot traffic
Build-A-Bear
University of
MichiganSears
Texas
Roadhouse

10. 9 ©2013 Vibes. All Rights Reserved. Confidential
Passbook success factors
Passes should be distributed
through multiple channels
1. Distribution
Mobile wallet programs should
support all smartphones
2. Reach
Pass management and
measurement is essential
3. Management

11. 10 ©2013 Vibes. All Rights Reserved. Confidential
1. Distribution: use multiple channels to distribute Passes
Passbook
Pass
Text
Mobile
Ads
Apps Email
Web
Direct
mail
Social

12. 11 ©2013 Vibes. All Rights Reserved. Confidential
2. Reach: offer a solution for all smartphone users
Passbook Pass Mobile Web
Text BEER to 84237
iOS 6?
YES NO
iPhone

13. 12 ©2013 Vibes. All Rights Reserved. Confidential
3: Management: manage Passes throughout the lifecycle
Create
Distribute
ManageMeasure
Optimize

14. 13 ©2013 Vibes. All Rights Reserved. Confidential
What’s next with mobile wallets?
Non-Payment
Value Proposition
Apple Passbook
• Consumer Focused
• Used by Marketing
• Mobile Marketing
Payment
Value Proposition
Google Wallet
• Transaction Focused
• Used by Finance / IT
• Mobile Payments
“Next Level”
Mobile Wallet

15. 14 ©2013 Vibes. All Rights Reserved. Confidential
Mobile Wallets Redefined
Today’s Speakers
#Passbookresults
Jack Philbin
Co-Founder &
CEO Vibes
Chairman NA, MMA
Steve Ibach
Vice President,
Digital Partnerships
Inmar
Catherine Tabor
Chief Executive
Officer
Sparkfly
Anne Zybowski
Vice President,
Retail Insights
Kantar Retail

16. 15 ©2013 Vibes. All Rights Reserved. Confidential
Stop by Vibes’
booth (#14) to
pick up an
advance copy
of the Passbook
report

17. Mobile Wallets Redefined
The Impact of Apple’s Passbook
JACK PHILBIN
Co-Founder & CEO, Vibes
Chairman NA, MMA
Jack@vibes.com
@jackphilbin
#Passbookresults