Apple's Passbook and Google Wallet: 5 key differences you need to know
-
Upload
vibesthoughtleadership -
Category
Technology
-
view
108 -
download
4
description
Transcript of 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!
2
©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
3
©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
4
©2013 Vibes All rights reserved. Confidential
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
5
©2013 Vibes All rights reserved. Confidential
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.
6
©2013 Vibes All rights reserved. Confidential
No words needed to explain the value to the consumer!!
7
©2013 Vibes All rights reserved. Confidential
Seeing is believing…try it out!!
Text STYLE to 84237!
Google Wallet Apple Passbook Other
8
©2013 Vibes All rights reserved. Confidential
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
9
©2013 Vibes All rights reserved. Confidential
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
10
©2013 Vibes All rights reserved. Confidential
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
11
©2013 Vibes All rights reserved. Confidential
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
Source: Vibes 2013 mobile consumer survey – July 2013
The mobile wallet disconnect…!
12
©2013 Vibes All rights reserved. Confidential
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)
13
©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
14
©2013 Vibes All rights reserved. Confidential
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!
15
©2013 Vibes All rights reserved. Confidential
1. How do you get it?!
Google Wallet Apple Passbook
16
©2013 Vibes All rights reserved. Confidential
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
17
©2013 Vibes All rights reserved. Confidential
2. What does it look like?!
Anatomy of a Google Wallet loyalty
Image, Merchant, Points and tier fields
Label, Barcode, Alternate Text
Links
Member Name, ID
Messages
18
©2013 Vibes All rights reserved. Confidential
2. What does it look like?!
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
19
©2013 Vibes All rights reserved. Confidential
2. What does it look like?!
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
20
©2013 Vibes All rights reserved. Confidential
3. Where do offers and loyalty cards live?!
Google Wallet Apple Passbook
21
©2013 Vibes All rights reserved. Confidential
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
22
©2013 Vibes All rights reserved. Confidential
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
23
©2013 Vibes All rights reserved. Confidential
5. How does it use it my location?!
Google Now Location-based notifications
Google Wallet
24
©2013 Vibes All rights reserved. Confidential
5. How does it use it my location?!
Passbook User enters within a 100-meter radius of a location !and receives a notification to their phone
Vibes Build-A-
Bear Workshop
25
©2013 Vibes All rights reserved. Confidential
5. How does it use it my location?!
iBeacon
26
©2013 Vibes All rights reserved. Confidential
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!
27
©2013 Vibes All rights reserved. Confidential
Can I pay for things?!
28
©2013 Vibes All rights reserved. Confidential
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
Google Wallet Apple Passbook
29
©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
30
©2013 Vibes All rights reserved. Confidential
Mobile wallet marketing best practices!
1. Create!
2. Distribute!
3. Manage!4. Measure!
5. Optimize!
31
©2013 Vibes All rights reserved. Confidential
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
32
©2013 Vibes All rights reserved. Confidential
1. Create: Offer a solution for all smartphone users!
Integrated mobile wallet solution!
Google Wallet Apple Passbook Mobile web “fall back”
33
©2013 Vibes All rights reserved. Confidential
1. Create: Build mobile wallet content in minutes!
Google Wallet Apple Passbook
34
©2013 Vibes All rights reserved. Confidential
2. Distribute: Use all channels for maximum reach!
Email!
Use multiple channels to distribute content!
Apps /!Push!
Mobile!Ads!
Text!
Web!
Direct!mail!
Social!
35
©2013 Vibes All rights reserved. Confidential
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 !
Source: Vibes 2013 mobile consumer survey – July 2013
36
©2013 Vibes All rights reserved. Confidential
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
37
©2013 Vibes All rights reserved. Confidential
4. Measure: Identify KPIs and actively monitor campaigns !
38
©2013 Vibes All rights reserved. Confidential
5. Optimize: Personalize offers and A/B test to improve results!
John Haro Mark Tack Julie Novack
39
©2013 Vibes All rights reserved. Confidential
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
40
©2013 Vibes All rights reserved. Confidential
Recap: Take a holistic view of mobile wallet marketing !
1. Create!
2. Distribute!
3. Manage!4. Measure!
5. Optimize!
41
©2013 Vibes All rights reserved. Confidential
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!