Since the launch of Passbook onto Apple IOS 6.0 mid 2012, there has been a lot of confusion of what it is and what it does? At first glance, most people think that it’s just another Apple App that functions as a mobile promotional channel. The actual initiative of Passbook is to serve the ever-increasing demand and acceptance of the “electronic wallet”. Still confused? In this Info session, we will demystify Apple’s Passbook, the demand for the electronic wallet and how businesses, marketers and mobile developers can un-tap this new technology. Takeaways 1) Tearing down the myths and wrong perceptions around the “electronic wallet”, specifically Apple Passbook 2) Understand the barriers to entry for any business wanting to implement mobile passes 3) Understand the massive opportunities for marketers and mobile developers to take on Passbook technology as a value added service to their clients For more information on creating your own mobile marketing campaign with Passbook, visit www.PassKit.com.

1. Paul Tomes - Founder, CEO PassKit
Art Lee - CEO Internet Marketing Coach
DEBUNKING APPLE
PASSBOOK
1

2. OBJECTIVES
INCREASE YOUR KNOWLEDGE
2
‣ Speak confidently
about the “electronic
wallet” and the
capabilities of Apple
Passbook
‣ Identify and remove
the barriers to entry
for any business
wanting to implement
mobile passes
‣ Understand &
articulate the massive
opportunities for
marketers and mobile
developers to take on
Passbook technology
Text
2

3. DEBUNKING APPLE PASSBOOK
WHAT IS PASSBOOK
3
3

4. WHAT IS PASSBOOK
RATE YOUR CURRENT UNDERSTANDING
‣ How bad are you hurting to know more?
4
source: ahutton.com
4

5. WHAT IS PASSBOOK
LEATHER WALLET
‣ Invented in late 1600’s after paper currency was introduced
‣ Content: Currency, credit card, identification cards, store valued cards,
membership cards, business cards, notes, receipts
‣Shift already moving to
electronic
5
5

6. WHAT IS PASSBOOK
DEFINITION OF THE ELECTRONIC WALLET
6
Digital/Electronic
Wallet
Electronic device that
allows individuals to
make electronic
transactions (not always
currency, i.e. coupons,
tickets, reward points
Online/Virtual Wallet
Program or web service that
allows users to store and
control online shopping
information details in one
place (login info, password,
address, credit card) - i.e.
Google Wallet, PayPayl
6

7. PROCESS MAPPING
REPLACING THE CURRENT WALLET ECOSYSTEM
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‣ wallet content producer
‣ merchant
‣ the wallet
‣ wallet content
7

8. WHAT IS PASSBOOK
WORLD OF ELECTRONIC WALLET
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OPEN CLOSED
Install
Startups
Trust
No install
Inherent
Trust
Cloud
SIM based
Client side
authenticate
Specific to
channel
i.e. Google
Wallet
Native
3rd
Party
8

9. WHAT IS PASSBOOK
WHERE DOES PASSBOOK LIVE?
9
9

10. KEY OBJECTIVE(S) AGENDA
RESOURCESDELIVERABLE
EXERCISE
Define commonly accepted use
of the traditional leather wallet
Time 1. Group identification of what is placed into their
wallet
2. Collectively discuss content pieces that are
already, or soon to be migrated to the mobile phone
Distill what content is replaced
by electronic wallet
Post it notes
Flip chart
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10

11. DEBUNKING APPLE PASSBOOK
KEEPING IN PROCESS
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11

12. KEEPING IN PROCESS
AIRLINE BOOKING EXPERIENCE
‣ From booking to boarding
12
Future
1990s
TODAY
1950’s
12

13. KEEPING IN PROCESS
PROCESS DOES NOT CHANGE
‣ Post or pickup (paper)
‣ Email, to print out (paper/digital)
‣ Document on mobile (digital)
‣ Travel Pass via Passbook (digital)
‣ Process essentially same for over 100+ years, the way
tickets are created, distributed, managed has changed
13
13

14. KEEPING IN PROCESS
CURRENT METHOD - MEMBERSHIP CARD
14
CREATE
‣ Design and
production
house
(electronic
strip, chip,
name,
DISTRIBUTE
‣ Cards
delivered via
Postal Service
MANAGE ‣ User receives card and decides when to put in wallet
‣ Merchant distributes related content via (email, website, etc.)
14

15. KEEPING IN PROCESS
OTHER PASSBOOK PASSES
15
CREATE
‣ Developer or
via Application
(i.e. PassKit)
DISTRIBUTE
‣ Cards are
delivered to
Smartphone
MANAGE
‣ User receives and decides when to ADD/DELETE in wallet
‣ Merchant distributes related content via Pass + email, website, etc.
15

16. KEY OBJECTIVE(S) AGENDA
RESOURCESDELIVERABLE
EXERCISE
To demonstrate how passes are
created, distributed and
manages via PassKit
Time 1. Show and tell demonstration
2. Create via Pass Designer (front and back design)
3. Email, QR Code, SMS. Deliver to attendee’s
phones
4. Management scan, send an update, statistics
Attendees receive a pass on
phone for next session.
Internet access and laptop
16
16

17. KEEPING IN PROCESS
EXAMPLE PASSES
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17

18. EXPLOITING PASSBOOK
WHY NOW?
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18

19. WHY NOW?
USER DEMAND AND ADOPTION
‣ Native App on all IOS 6 - Full support, cannot delete
‣ Passes accessible on Android, Windows, Blackberry
‣ Acceptable for items with low security risk
‣ Concerns of merchants accessing data from phone
‣ Opt-In, user controls via pass acceptance
19
Cash to Credit
Card
Paper
Email
Text
19

20. WHY NOW?
MARKET OPPORTUNITY
‣ Is there a demand?
20
App Store Madness
‣ Demand for
better, quality
apps
‣ Best social &
messenger
features
WeChat
Dominance
Launch Jan 2011
300 Million Users,
Mar 2013
July 2008
App Store
Introduced
CUSTOMER MORES
‣ More Quality
‣ More Value
‣ More Convenience
‣ More Relevance
‣ More Security
‣ More ME!
= Better Life!
20

21. WHY NOW? 21
Apple SVP of Marketing Phill Schiller
announces 300M devices now on iOS6+
Jan, 2013
source: insidemobileapps.com
Samsung Native Wallet
expected to launch on
phones May 2013.
21

22. WHY NOW?
TANGIBLE BENEFITS
‣ (Example: Facebook Connect Infographic)
22
Reduce
Operational,
Marketing
Costs
Concept to
Cash - Speed
to Market
Increase Online
to Offline
Integrated,
creative
marketing
Better Connect
& Understand
Customer
Brand Elevation
- Leading Edge
22

23. WHY NOW?
RESPECT THE OPPORTUNITY
‣ Create Relevant Messaging
‣ Not mass market strategy, one-to-one relationships
‣ Avoid getting tuned out
‣ Allow users a choice/control
23
23

24. WHAT IS PASSBOOK 24
source: speechbuddy.com
HISTORY IS
WRITTEN BY THE
VICTORS
-WINSTON CHURCHILL
24

25. Q&A
DEBUNKING APPLE PASSBOOK 25
25

26. Q&A
RE-EVALUATE YOUR UNDERSTANDING
‣ How is your pain now?
26
source: ahutton.com
26

27. OBJECTIVES
INCREASE YOUR KNOWLEDGE
27
‣ Speak confidently
about the “electronic
wallet” and the
capabilities of Apple
Passbook
‣ Identify and remove
the barriers to entry
for any business
wanting to implement
mobile passes
‣ Understand &
articulate the massive
opportunities for
marketers and mobile
developers to take on
Passbook technology
27

28. Q&A
LEARN MORE
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28