An Introduction to PassKit

PassKit 2
✒
๏ Introduce PassKit
๏ Share PassKit Case Studies
๏ Show application of iBeacon
Technology
Purpose

PassKit 3
Introduction to PassKit

PassKit
PassKit
๏ Founded June 2012
๏ First Passbook server
๏ Headquartered in Hong Kong
๏ Growing global client base and partnerships
• >25,000 Users
• >4.0 Million Passes Issued
4

PassKit
–Johnny Appleseed
“Type a quote here.”
5
“Our platform, online tools and api have all been built from the
ground up to make it easier for marketers, both technical and
non technical, to easily implement and manage mobile wallet
technology within their campaigns.
Ultimately, our mission is to convert online and mobile media
into brick and mortar actions and transactions. We achieve this
by leveraging the power of the digital wallet's personalization,
proximity and notiﬁcation capabilities, and the intimate
relationship that consumers have with their smartphone”.

PassKit
Our Mission
6
Grow revenue
📊 Reduce costs
📄 Transition quickly
👍
by immediately building online
relationships with their
customers through
contextually relevant content,
value and experiences
resulting in offline commercial
transactions
by eliminating or reducing app
and technology investments,
marketing expenses, and ongoing
operational costs
by building trust, and providing
the confidence and capabilities to
innovate and affordably
integrate digital wallet capabilities
into their existing business
operations and systems
To build, sell and continually improve useful, engaging products and services that enable businesses, of
any size, and any location in the world to implement remarkable digital wallet experiences so they can:

PassKit
Our Product and Services
7
Create Distribute Transact Improve
End to End content management: Useful and engaging products and services enabling
clients & partners to easily access and integrate the full range of digital wallet capabilities
Entice
REST API
🔄CallBack
Notiﬁcations
Pass Designer
Bluetooth
Scanning
App

PassKit
Our Culture
8
We hate all forms of waste
We pro-actively seek new
technologies to help improve
our lives and the lives of
others
We have an innate interest in
learning about behaviour
through systematic analysis
We are in this for the mission
We can explain complex
ideas in simple terms to
others who are new to the
concept
We relish opportunities to
solve a problem that has
never solved before
We seek to understand
before being understood
We cherish creativity,
process, numbers, words,
colours, people & technology
We think and we do. People
assess the quality of our
thinking through our actions
We don’t fear failure and
make weighty decisions
everyday
We need to work in a fast
moving, collaborative and
forever adapting
environment
We are all acquiring new
skills everyday
Employees from diverse backgrounds and a wide range of experiences, all sharing a common set of beliefs and
behaviours

PassKit
Trusted by a growing list of major brands
9

PassKit
Passes Issued All Around The World
10
BR: 327
US: 223
CH: 98
RU:
39

PassKit
A Fast Growing Network of Value Added Partners
11
US: 8
AU: 7
MX:
1
CA:
1
IL: 1
KZ:
1
HK: 2
FR: 2
TH:
3
SG:
1
UK: 3
BR:
1
RU:
1

PassKit 12
Introduction to Digital Wallets

PassKit
Digital Wallet Evolution
13
Major Brands
Proprietary
Single Purpose
Native Wallet
Open
iOS - Worldwide
Vendor Wallet
Open
Staged rollout
Beacons
Micro-location
services
Apple Pay
Credit Card
Payments
Proprietary single
purpose applications
start to allow
consumers to get used
to transacting with their
smartphone
Launch of Apple
Passbook as a native
application, allowing for
many types of wallet
content to be stored in
the smartphone
Other smartphone
vendors launch similar
applications extending
native mobile wallet
capabilities beyond
iPhone owners
iBeacon technology
capabilities integrated
in Passbook, providing
far more precise
location based services
for mobile wallet users
Ability to securely store
credit cards in
Passbook, alongside
other wallet content,
making Passbook the
wallet of choice for
iPhone owners
Increasing Convenience, Value and Trust

PassKit
Today’s Digital Wallets
14
Passbook Samsung Wallet Google Wallet Pass2U
Native >iOS6
iPhone + iPod
All countries
GPS+iBeacon enabled
Not native
Samsung HD
11 countries
GPS enabled
Not native
iOS and Android
United States only
GPS enabled
3rd Party
Android
All countries
GPS+iBeacon enabled

PassKit
PassKit Solution
15
Brand
Partner
🌎
Future wallets
Future Technologies

PassKit
The Fundamentals - A Pass
16
๏ A Pass is a digital representation of wallet content stored in Passbook (Google call
this an Object, Samsung call this a Card).
๏ Like traditional wallet content, a Pass can take on many forms - e.g. a gift card (shown
in the image), a ticket, a coupon, a stored value card, a membership card etc..
๏ Like traditional wallets, the Passbook application (and Google Wallet and Samsung
Wallet) allow for multiple Passes to be stored in one place; although unlike a
traditional wallet a phone never gets ‘fatter’ with more stored content.
๏ Like traditional wallet content, a Pass is used in the physical world to ‘transact’.
๏ Unlike traditional wallet content, a Pass is dynamic - e.g. text can change, colour can
change, images can change, barcode can change
๏ A Pass enables a persistent connection to the Pass owner - e.g. messages can be
sent to the Pass owner that appear on the lock-screen. A Pass is eﬀectively a real
time ad channel.
๏ A Pass is location aware - e.g. when in proximity to a location or beacon a message
can appear on the device lock screen
๏ A Pass can contain links to other useful online content (e.g. maps, phone numbers,
websites, apps) *As of 30 October 2014
A real-time ad channel
to a customer
Dynamic and Location
aware
No third party app
required for customer

PassKit 17
PassKit in Action 
Case Studies

PassKit
Heathrow
18
Implementation of latest tech innovations
upon launch of new terminal. Mobile Wallet,
iBeacons, Mobilized Website, etc.
🎯 Objectives:
iBeacon ready for Terminal 2 (executive buy-in)
Take control of airlines iBeacon deployment
⚒ Implementation:
1. Create
2. Distribute
3. Use
4. Manage Pass is updated upon redemption to inform customer it has been used or in
some cases updated with new offer.
📈 Results:
Background:
Increase of 1245 (average) additional Heathrow
members sign ups per day.
Merchant ‘pulling’ Heathrow for their loyalty cards
Manage global loyalty program via mobile wallet
Drive travellers to airport tenant locations
(maintain / increase rental)
Position airport as leading tech adopter
Control over all traditional and digital advertising
within airport
Template designed in Pass Designer and individual Passes issued upon
demand through PassKit API call.
Sign up via Heathrow airport website using existing sign up form plus when
logging into wifi, taken to the sign up page. Pass used to ‘extend’ wifi usage.
iBeacon triggers lock screen message. Participating merchants visual
validation, and some using scanner app to redeem.

PassKit
Resorts World Manila
19
Philippines first one stop, non-stop
integrated tourist destination.
🎯 Objectives:
Secured executive buy-in to expand deployment
to other business lines and to Singapore
property.
⚒ Implementation:
1. Create
2. Distribute
3. Use
4. Manage Pass scanned at cinema entrance and updated via PassKit API.
📈 Results:
Background:
27,000 membership passes first 24 hrs. 40,000 in
first week.
Relevant offers/events pushed to individuals
Provide existing members digital membership
card
Acquire new members (and fill their database)
Validate gamification business plan
Used Pass Designer to create Pass Template. Personalised Pass generated on
real time when user connects to Facebook account.
Launched campaign on website, Facebook page, traditional media using QR
code. Customers shares “personalised link” to the Pass.
When one person shares 5 times, a second pass is received for two free movie
tickets.

PassKit
Global Wellness
20
Spends US $1500/Paper Coupon Campaign,
bringing
🎯 Objectives:
Campaign cost 75% less than print
34x more traffic than print
⚒ Implementation:
1. Create
2. Distribute
3. Use
4. Manage Coupon updated to follow monthly promotions. Return visitors are targeted
with special offers to join Loyalty Program.
📈 Results:
Background:
1st campaign 48% redemption, 2nd 65%
491 Likes on Facebook Page
Increase fans on new Facebook Fan Page
Drive foot traffic to new store location
Reduce marketing costs of print campaign
Create a new customer engagement channel
Coupon created with Pass Designer
Distribute via custom landing page after Liking Facebook Fan Page.
Distribution links delivered via SMS and Email.
Users visit new store, staff scans using Manatee app on mobile device,
coupon barcode is greyed out so it can’t be used again.

PassKit
Frenz Frenzy
21
Osaka’s leading Rainbow Haven
Early technology adopter
Strong following, tech savvy clientele
🎯 Objectives:
Attracted new customers interested to try pass
Significant increase in attendance to events (due
to lock screen reminder message)
⚒ Implementation:
1. Create
2. Distribute
3. Use
4. Manage Password protected Pass Update URL embedded in Barcode
Bar staff scan the Pass using scanning app or 2D scanner at the bar
📈 Results:
Background:
Cash flow improved, customer pay up-front
Amazing feed back from customers
Provide ultra convenience to loyal customers
Improve customer engagement
Elevate awareness of bar in Osaka
Reduce merchants fees
Move to completely cashless bar
Pass Templates designed using Pass Designer
PayPal link created using PassKit’s Topup Pass
Scan QR code at point of sale or flyers
Push updates sent via Pass Designer or Pass Update URL
Passholders topup their Pass using cash at the bar, or via PayPal link. Loyalty
points awarded to earn special offers and events.

PassKit
Pernod Ricard - Ballantines
22
SkyRewards is an existing loyalty program
for Asia Travel Retail unit.
🎯 Objectives:
770 new users acquired with profile data to
create retargeting segments
⚒ Implementation:
1. Create
2. Distribute
3. Use
4. Manage Customer data stored in separate server. Pass updates and location based
messaging delivered to remind customer to visit store.
📈 Results:
Background:
7% redemption rate
34% who redeemed bought more
Own user data acquisitions
Increase customer engagement
Compile user profile and redemption behaviour
to retarget customer segments
Create two separate promotional Passes using the Pass Designer. Pass
personalised from user data entered in form.
Custom micro-site to capture user data, promote offers and send
confirmation email.
Upon visiting store in selected airports (Korea, Singapore, Vietnam, Hong
Kong), staff scans Pass using mobile device with custom scanning app

PassKit
Lane Crawford
23
Currently offering customers plastic gift and
membership cards and loyalty and gift card.
Proprietary CRM system.
🎯 Objectives:
Executive agreement to extend to membership /
loyalty cards and deploy beacon across store for
micro location services.
⚒ Implementation:
1. Create
2. Distribute
3. Use
4. Manage Instant update to the customer’s gift card reflecting new balance.
Once full value has been used barcode is greyed out.
📈 Results:
Background:
60% of customers choosing digital gift cards over
plastic cards
Operating expense reduction
Provide option to receive digital cash voucher
Support Hong Kong and Mainland China stores
Zero capex and reduce cost of gift card program
Integrate with CRM, POS, email systems
Meet company security and data privacy
guidelines and align with innovative brand
Template designed in Pass Designer and individual Passes issued upon
demand through PassKit API call.
Email and SMS distribution with secure code.
Non iOS user store gift card in PassKit wallet app.
Staff at POS use Samsung device and PassKit Scanner app to scan pass and
wirelessly send voucher code to POS via Bluetooth.

PassKit
Subway
24
Franchise owner wanted to convert poor
performing paper coupon campaigns and
find a solution to drive more traffic
🎯 Objectives:
Best ‘franchise owner’ award
Regional development plan for full franchise
support (in progress)
⚒ Implementation:
1. Create
2. Distribute
3. Use
4. Manage When Pass is used, the Pass updates to inform customer to look forward to
next month’s coupon. New offers are pushed to update all installed Passes.
📈 Results:
Background:
Issued 25,000 Passes with 12% redemption
Traffic increased during low traffic hours
During peak hours increase >300%
Drive traffic using digital coupon campaign
Use offer strategies to drive traffic to three
locations
Increased publicity
Pilot for regional adoption
Template designed in Pass Designer and individual Passes issued upon scan
of QR code or distribution link
Promote via email, SMS, in store posters, and newspapers to leverage as PR
Customers show digital coupon to staff at POS and Pass is scanned to void the
coupon.

PassKit
Perpetual Coupon
25
✉ 📰

PassKit
Ian Daburn
27
The owner, of high end hair salons, is not a
developer and does not employ any
developers.
🎯 Objectives:
Junior stylists have more exposure and faster
turnover of products and samples
Owner loves the simplicity of Pass Designer
⚒ Implementation:
1. Create
2. Distribute
3. Use
4. Manage No Scanning, Customers simply show the membership pass or coupon
📈 Results:
Background:
180 passes in circulation with over 3000 push
updates, each push leads to regular surge in
business.
Create Buzz and excitement across Vancouver
Delight existing customers and acquire new
customers
Be able to design Passes and send updates
without any coding skills
2 Pass Templates designed using the Pass Designer
A membership card (ID Pass) and a ‘perpetual coupon’
Scan QR code from the Hair Salon or from their website.
New oﬀers are sent using Push Updates from Pass Designer
Membership Pass provides links on the back of the Pass to individual
promotions

PassKit
Aeroflot
28
Employed Solutions Provider, who, after
extensive researched selected PassKIt as
the clear platform choice.
🎯 Objectives:
Customers rave about the convenience.
Many other European airlines are now following.
⚒ Implementation:
1. Create
2. Distribute
3. Use
4. Manage Scan of IATA Barcode encoded in the Pass at the airport (depending on
airport). Upon scan, push update (with full boarding info) to Pass.
📈 Results:
Background:
Within 6 weeks of launch over 25,000 passes are
already issued and over 10,000 are in circulation
at any one time.
Be the ﬁrst Russian Airline issuing Passbook
Passes
Issue Boarding Pass direct from their App
Implement in less than 4 weeks
Cost less than 3 Rubles per pass
Single boarding Pass Template using Pass Designer
App sends Pass request to a server which sends API request to Passkit (gets
unique URL & push Pass to App). App downloads the Pass bundle to view.
App permits download of Boarding Pass after online check. (Phase 1)

PassKit
User Experiences
30
๏ SMS Distribution
Text [Your Name] to +61 408 488 840
๏ Linkedin Business Card (add your own logo and image)
Visit li.PassKit.com
๏ Facebook Pass (personalisation, member get member and
social media data integration)
Visit abba-java.com
๏ Experience a lockscreen message
Visit mystic8ball.com

PassKit 32
iBeacon + Digital Wallet + App Demo

PassKit 33
✒
Businesses use PassKit to integrate the latest
smartphone technologies like Apple’s iBeacon and
Passbook, Samsung Wallet and other applications to
create unique and remarkable experiences for their
customers today.
At the end of the presentation, you will be able to:
๏ Describe the main benefits of iBeacon
technology.
๏ Understand why the distance measured is not
precise.
๏ Articulate how differentiated proximity services
can be delivered using iBeacon ranges.
๏ Identify opportunities to use mobile wallet and
iBeacon technology to drive traffic and loyalty.
Purpose

PassKit 35
➢Distance Demo
The measured distance between the
device and GemTot Beacon are
estimates.
iBeacon behaves similar to WiFi.
Obstructions such as casing, walls,
and people will aﬀect distance.
Key messages:This demo shows the distance
between the device and a GemTot
Beacon.
As you walk closer to or further
away from the beacon, the app
gives you an estimated distance
away from the beacon.
Covering the beacon or Phone with hand or casing will
aﬀect the distance measured.

PassKit 37
Ranging Demo ☼
Entice Zone = Far Range
In this zone, most common action is a
lockscreen message.
Aim to deliver content that entices users
to the location or take some action.
The maximum range can be up to 70
meters with a clear line of sight, but
typically is 20-30meters.
This is the range in which users
approach the beacon and the app starts
to hear the beacon.
Key messages:At around 30 metres away from
the beacon an Entice screen
appears on your phone

PassKit 38
Ranging Demo ☼
Inform Zone = Near Range
Key messages:
This is the range in which a user moves
closer to a speciﬁc beacon. (e.g.
approaching a particular product in a shop).
At this range, deliver speciﬁc and relevant
services, a link to product information, or
trigger a sales associate to approach a
customer.
Use behaviour analytics to trigger another
action. e.g. if you notice your customer
walks in front of the Samsung LED TV
display, goes away from it, comes back
again, you may choose to deliver a coupon
or send a sales exec to help the customer.
Walk closer to the beacon
until the Inform screen
appears (around 1-3 meters
away from the beacon)

PassKit 39
Ranging Demo ☼
Transact Zone = Immediate Range
Key messages:
At this range, devices are immediately
near a beacon and allow for close range
and specific transactions to take place.
For example, use this range for specific
events or customer actions, such as
confirming a transaction.
Place your device a few
centimetres away from the
beacon until the Transact
screen appears

PassKit 40
Ranging Demo ☼
Key messages:
As a customer leaves the store or mall they
move out of range of the beacon.
Use this range to retarget users with
content that increase repeat visit & loyalty.
You can program content to appear at any
time (i.e. 1 hour, 2 days, or 5 days after the
user has left the zone).
Content can also be delivered to a user if
they have not come into the zone for 2
days, 1 week, etc..
You choose what time to deliver content
and what type of content to deliver. For
example a message to visit other branch,
phone call to customer, etc..
Turn oﬀ the beacon or walk
out of the beacon’s range
until the Retarget screen
appears

PassKit 41
☼Ranging Demo
20-30 metres
Enter the beacon range
Couple of Metres
Nearer the beacon
few cms
Immediately on the beacon
>30 metres
Leaving the beacon range

PassKit 42
📱 Lockscreen Demo & Wallet
Integration
For animation visit: http://vimeo.com/passkit/lockscreen-demo-animation

PassKit 43
Lockscreen Demo & Passbook Integration 📱
This demo shows how lock screen messages can
be delivered to engage customers and lead to a
transaction, and repeat business.
The demo simulates the customer experience
after integrating PassKit and GemTot beacons
into any app.

PassKit 44
📱 Walking close to or into the
mall

PassKit 45
📱
Demo 1: Entice
Lockscreen Demo & Passbook Integration
The phone is locked with the app in the
background

PassKit 46
📱
4 lines of text on the lockscreen.
Text can be anything you want
Demo 1: Entice
1
Walking into the Entice zone of the beacon will trigger a
lock screen messages to appear; waking the app from
the background
2 Swipe the lock screen message
Full screen image and message displayed.
User must take action before they can use their
3 Tap ‘Add to Passbook’
4
Passbook Pass presented instantly, and Add to Passbook
application for use when shopping in the mall

PassKit 47
📱
Key messages:
By adding the coupon directly to Passbook,
customers are able to store it and access it
easily at a later time.
Passes are time, location, and proximity aware.
Beacons also work with Passbook passes.
Even if customers delete your app, their pass
still has beacon functionality and allow you to
continually engage and connect with customers
through Passbook.
Demo 1: Entice

PassKit 48
📱 Leaving the mall or shop

PassKit 49
📱Lockscreen Demo & Passbook IntegrationDemo 2: Retarget
The phone is locked with the app in the
background

PassKit 50
📱
4 lines of text on the lockscreen.
Text can be anything you want
Demo 2: Retarget
1
As the customers leaves the mall or store they will
receive a lockscreen message
2 Swipe the lock screen message
Full screen image and message displayed.
User must take action before they can use their
3 Tap ‘Add to Passbook’
4
Passbook Pass presented instantly, and Add to Passbook
application for use when shopping in the mall

PassKit 51
📱Lockscreen Demo & Passbook IntegrationDemo 2: Retarget
Key messages:
Retargeting doesn’t have to be a coupon, it can be
content or services that attract customers to a
certain place.
Entice customers to visit a diﬀerent branch,
advertise other brands, or get them to come back
to your location.

PassKit 52
📱
go shopping
4 line lockscreen
message
full-screen
advert
content saved to
mobile wallet
Summary

PassKit 53
📱
Leave the mall
⚑
content saved to
mobile wallet
full screen
advert
4 line lockscreen
message
Summary

PassKit 54
📱
Come back shopping
Summary

PassKit 56
Key Takeaways ⚑
1 iBeacon location data is not precise

PassKit 57
Key Takeaways ⚑
2
Using the Entice, Inform and Transact
Zones allows for greater precision than
WiFi & GPS

PassKit 58
Key Takeaways ⚑
3
When a user moves into a diﬀerent beacon
zone there is code that triggers the logic in
your app or server to take action (i.e. push
a coupon, notify a sales assistant, reward
points, etc.)
2
WiFi & GPS

PassKit 59
Key Takeaways ⚑
3
points, etc.)
4
You can build more complex logic. For
example, time spent in a zone, or time
since last visit, trigger on the 4th visit, etc..
The possibilities are endless and only
limited by what you can imagine
2
WiFi & GPS

PassKit 60
Key Takeaways ⚑
3
points, etc.)
5
You don’t always have to deliver a
lockscreen message - based on your
customers’ zone location, take appropriate
action by sending a sales assistant to help
customers
2
WiFi & GPS
4

PassKit 61
Key Takeaways ⚑
3
points, etc.)
5
customers
6
You can track customer movement
behaviour in and out of diﬀerent zones. If
you discover customers are moving back
and forth from a particular product, you
can take action and assist them
2
WiFi & GPS
4

PassKit 62
⚑
3
points, etc.)
5
customers
6
You can track customer movement
behaviour in and out of diﬀerent zones. If
you discover customers are moving back
and forth from a particular product, you
can take action and assist them
7
Even when apps are closed and in the
background, you are still able to deliver
relevant lockscreen messages and content
to customers
Key Takeaways
2
WiFi & GPS
4

PassKit
Conclusion
๏ PassKit is the digital wallet content and micro-location services solutions provider -- we are platform agnostic
and simplify content creation, distribution and analysis in a multi-platform universe
๏ The digital wallet and micro-location services growth trajectory will prove parabolic because it adds value for
both corporates and individuals, and the ubiquity of smartphones is now undeniable
๏ We are an early mover. We have proven technologies and processes. We have ongoing product vision and
market place positioning. We are in this for the long term.
๏ We have a healthy working relationship with every major mobile wallet platform. We see the ecosphere diverse
requiring partnerships, ﬂexible, scalable architecture and continuous innovation.
๏ We have global positioning in the market place with the most knowledgeable team and value based culture.
๏ Our partners and clients have and continue to create magical experiences for the customers and dominate
mobile commerce.
๏ There are many speciﬁc upcoming catalysts for growth and we will help innovative businesses across the world
take full advantage of these opportunities.
๏ As market leader, we welcome new partners and clients to share in our vision.
63

PassKit 64
PassKit connects the physical world to the digital world by enabling information,
experiences or tokens of value that are relevant to a person's location, preferences
and/or behaviours to be pushed to the smartphone. Businesses use PassKit to
integrate technologies like Apple’s iBeacon and Passbook, to create unique and
remarkable experiences for their customers today.
As smartphone and micro-location technology continue to evolve, PassKit remains
on the cutting edge, ensuring these innovations are instantly accessible to
everyone. Founded in June 2012 and headquartered in Hong Kong, PassKit is
already being used by thousands of pioneering companies worldwide.
For more information visit http://passkit.com
To buy beacons visit http://passkit.com/buy-ibeacon/
To design Passes visit http://create.passkit.com
The content of the presentation may not be shared with any third party in either its original form, or derivative thereof, without the express written permission of PassKit, Inc.

An Introduction to PassKit

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