What is Apple’s Passbook App?By Rich Eicher, Skycore LLC
August 2013
About Skycore
Skycore LLC is a mobile value added service provider (VASP) specializing in mobile multimedia delivery technologies and applications for mobile operators, enterprises, brands and their agencies. Since 2003, the Skycore team has built products ranging from multimedia content publishing to multimedia marketing, messaging and commerce. Our vast experience and proven platforms give us the tools to deliver reliable and compelling mobile services.
What is codeREADr?
What is Passbook?
• Passbook™ is Apple’s Mobile Wallet• Deployed in Oct 2012 • Store Coupons, loyalty cards, membership,
tickets.• No Payment card transactions (yet) , No NFC.• Central, Neutral, Open, Multi-Brand • The digital cards and tickets are called “Passes”
What is a Pass?• Passes are the digital cards and tickets• ‘.pkpass’ is the file extension• Can be delivered via MMS, Email, App, Web• Can be updated in the background with a push
notification by the Pass issuer• 100’s of Brands are implementing today
Are Passes Supported on Android?
• Yes – PassWallet is an application to read Passes on Android and Blackberry.
• Not natively (yet)• Registers ‘.pkpass’ file type for automatic launch
There are many Pass layouts and types
BoardingPass
Generic Pass
CouponPass
Event TicketPass
Store CardPass
How do Passes work with Passbook?
• Pass is delivered by MMS, EMAIL, MWEB or APP
• Pass is installed by user• Passbook notifies the
Pass issuer it has been installed
• Passbook renders the Pass and 2D barcode
• Passbook selects which Passes are relevant to your time and location and brings them to the lock screen
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WHAT MAKES UP A PASS?
What you should know:
The Header is shown in the Main Passbook Navigation
Header
The Header
Importance of the Header Field
• It is part of the home screen Navigation• Recognizable Logo / Brand / Color / Text• Incentive– Loyalty Points– Date of Event– Stored Value– Discount %
Passbook
PassWallet
The Primary/Secondary Fields
Space is limited. Passbook does not impose limits but simply cuts off text that does not fit. Primary
Secondary
The Barcode
• Three types. All 2D. 1 Aztec
o European airline & transit
2 QR Codeo Common in marketing
3 PDF417o Rectangle form factor.
Barcode
Text
1 2 3
The Barcode
What you should know:– 2D supports numeric &
alphanumeric– Laser scanners do not
work on phone– PDF417 takes up the least
space– More characters = harder
to read – The Barcode can be
updated with a push notification
– Use the Text field as a backup if the merchants scanner is broken
Barcode
Text
Back Field
• Links are allowedo Customer Serviceo Privacy Policyo Special informationo Phone numbers
• Up to four field areas• Unlimited text per
fieldo Terms & Conditions
Back Field
Important Back Field Uses
Use the Back Field of the Pass to
• Promote your mobile application with a link to the App store
• Detailed T&C ‘on device’ as well as clickable to the Web
• Contact info & Support Info and links to online knowledgebase for self help.
• Links to online portal
• Historical transaction information
Back Field
Meta Data
• Thumbnail• Location relevancy• Time relevancy• Push Notification Server
Location Based Alerts
• Passbook will display an alert on the phone’s lock screen if user goes near a location that has been tied to the pass during pass creation.
• Update the Passbook locations and Notifications as Offers change.
• Up to 10 locations on Apple Passbook. 100’s on Android PassWallet.
Why Passbook Matters?
• Passbook comes preinstalled on every iOS device.
• Open Distribution. Carrier agnostic.
• Customers do not want 100’s of apps on their phone.
• Merchants are upgrading infrastructure
• Barcodes can track campaigns to the POS.
• LBS marketing without Privacy concerns.
• Combine with any other digital marketing channel.
Passbook Distribution
• Passes can be installed through MMS, Email, Mobile Web or Application. You do not require an application to install a Pass.
1. Your company triggers sending pass to customer.
2. Open message on phone and prompted to tap button to add to Passbook.
3. Pass is added to Passbook with tap.
Passbook Validation + Update
• A Pass can be updated after it is used to provide additional offers, discounts or access.
PRESENT
SCAN UPDATE
NEW VALUE PASS
Passbook Validation + Marketing
• A Pass can be used for marketing after checking into a hotel, airport, cruise ship or even within a retailer.
PRESENT
SCAN TRIGGER
MARKET
What to look for in a Pass Vendor?
• Pass creationo Does the vendor have an UI to create & update Pass
templates?
• Pass distributiono Distribution through API and/or integrated solution?
• Pass managemento Pass update history, reports, stats, API for Updates,
Manual Updates, Customer Service portal. Integration with other channels.
• Data Securityo PCI Compliance, Secure Datacenter, Secure Processes.
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