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!

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©2013 Vibes All rights reserved. Confidential

#MobileWallet!

Discussion topics

1. Mobile Wallet 101

2. Key Differences: Google Wallet & Apple Passbook

3. Mobile Wallet Marketing Best Practices

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#MobileWallet!

Discussion topics




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Mobile wallet marketing: a new frontier!

Mobile marketing !

Mobile advertising!

Mobile !experiences!

Mobile service!

mobile display

ads

sponsored-text

rich media ads

apps

mobile web experiences

m-commerce Mobile media buys

mobile wallet!marketing!

QR codes

SMS

MMS

mobile alerts

mobile database

loyalty program activation service

alerts

targeting & segmentation

push notification mobile

payments

service apps

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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.

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

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Seeing is believing…try it out!!

Text STYLE to 84237!

Google Wallet Apple Passbook Other

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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

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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%

15%

Mobile wallet benefits

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

Source: Vibes 2013 mobile consumer survey – July 2013

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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

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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…!

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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)

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#MobileWallet!

Discussion topics




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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!

2!

3!

4!

5!

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1. How do you get it?!

Google Wallet Apple Passbook

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Links

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

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Anatomy of a Google Wallet loyalty

Image, Merchant, Points and tier fields

Label, Barcode, Alternate Text

Links

Member Name, ID

Messages

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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

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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

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3. Where do offers and loyalty cards live?!


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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

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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

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5. How does it use it my location?!

Google Now Location-based notifications

Google Wallet

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

Vibes Build-A-

Bear Workshop

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iBeacon

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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!

2!

3!

4!

5!

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Can I pay for things?!

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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


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#MobileWallet!

Discussion topics




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Mobile wallet marketing best practices!

1. Create!

2. Distribute!

3. Manage!4. Measure!

5. Optimize!

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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

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

Integrated mobile wallet solution!

Google Wallet Apple Passbook Mobile web “fall back”

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1. Create: Build mobile wallet content in minutes!


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2. Distribute: Use all channels for maximum reach!

Email!

Use multiple channels to distribute content!

Apps /!Push!

Mobile!Ads!

Text!

Web!

Direct!mail!

Social!

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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 !


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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

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4. Measure: Identify KPIs and actively monitor campaigns !

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

John Haro Mark Tack Julie Novack

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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

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Recap: Take a holistic view of mobile wallet marketing !

1. Create!

2. Distribute!

3. Manage!4. Measure!

5. Optimize!

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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!