Showtime’s innovative use of Passbook

Showtime’s recent use of mobile wallets to promote their new show, has demonstrated the innovative ways brands can utilize the mobile space and has widened the potential to use a pass as more than just a place to store coupons or tickets.

US TV network Showtime are using both Apple’s Passbook and Google Wallet to promote their new show ‘Penny Dreadful’ by creating a fan pass, a digital wallet pass that updates fans of the show when new content is available.

Shotime's use of Passbook

This new take on the uses of a digital is an ingenious way to give fans of the show effective, real time content without the need to create an app that would be impractical for both Showtime and its users. Best of all for the user, as an extra pass in a digital wallet it takes up no additional space on the user’s smartphone.

The practical nature of adding and deleting a pass to a digital wallet is what makes it ideal for storing promotional passes for a short amount of time, i.e. for promoting a movie or new product. In order to get updates about that product a user simply has to add a pass via an email or web link, use it when they want and then delete it when they no longer need it.

The dynamic features of a digital wallet pass can then be utilised by the brand or company to update it with content whenever necessary, including push notifications on the user’s lock screen. There is even scope to use geo-location technology to interact with the dynamic pass, as Showtime are considering doing, via a push notification whenever the user passes the ‘Penny Dreadful’ billboard.

There really is genuine potential for marketers to be creative and use a digital wallet pass as a multi-purpose informational source, as a communication tool, deployed in any way a brand might want in order to get quick, relevant promotions out to their customers.

Why is mobile at the center of the new commerce and how can we help

Digital is becoming at the center of nearly everything we do”, said Joe Megibow, Chief Digital Officer at American Eagle to Open Mobile Media.

Nowadays most of consumers are digital enabled and, with it, their attention is much shorter and divided across multiple brands at the same time. The shift to the digital world put the highlight back onto the consumer, pushing brands to go further in order to not become obsolete.

Brick & Mortar stores provide a physical experience that communicates with the emotional side of the brain of the consumer. People feel and touch the product. That feeling creates the identification between the product and the person necessary to a purchase and in the digital world it’s not so easy to create that emotional bondage. Brands need to think how much are consumers willing to wait and pay for the comfort of access to a certain product and, also, how further are brands willing to go to retain consumers? With digital technology it’s not a question of brands crossing to online stores, it’s about how to make sure that brands leverage the digital in the right way in order to really engage with the consumers.

More and more brands want to communicate with their customers at the moment and place when they are ready to make a purchase. Hence, the most efficient way to communicate is through mobile however the most appropriate tools weren’t available until now which changed with rise of the Digital Wallet.” said Francisco Belo, Passworks’ founder and CEO to Energy of Portugal. So how to scale 1:1 marketing? How to promote and, above all, how to reward consumer loyalty? That is where the concept of omni-channel kicks in.

Omni-channel is how brands explore the different aspects of the business and of the brand personality, bringing all different available media together, in a seamless way in order to engage more effectively with the consumer. That is why lately the center of commerce is mobile. Mobile is the closest way to reach a consumer because mobile marketing allows brands to empower consumer mobility and to communicate at the most relevant time. With the launch of Passbook, an iOS native app that gathers digital consumer-interested content, from mobile coupons, membership or stores cards and tickets, product marketing went mobile. But it was only with the launch of Apple Pay, with the introduction of the payment capability, that the whole commerce interaction and business changed both retail and consumer experiences.

In practice, everyone can create content for Passbook. However, this is a market that is still rising and already raises many questions from the consumer side and, regarding the brands, it takes awareness, knowledge and practice to work with the platform.  This is where we come in. Passworks acts as an intermediary between brands and the targeted audience, without retaining the brands consumer information. But why should brands use Passworks? We allow brands to create, distribute and manage mobile content through all the major mobile wallets platforms, such as Apple Passbook, Google Wallet or Windows Phone Wallet campaigns (all three major available OS), which means that basically every person that has a smartphone can be reached and impacted with content created by our platform. Furthermore, in just one platform, a brand can not only design and create content, but also specify a targeted audience and share it through different distribution channels and manage each campaign results.

For brands that previously developed their own apps or want direct integration with their systems, Passworks has an API solution. The API can serve as a link between the online platform, either web or app and the mobile campaigns creation SaaS, which allows the brand to keep control of everything they already do, integrate with their existing solution and let us empower the brand in a more vertical audience-based way.

In addition to opening the path to mobile for brands, Passworks platform also allows brands to integrate with iBeacons technology. Due to its low but more precise range, Beacons outweigh GPS by improving consumer experience with very accurate 1:1 communication. iBeacons can be used as a strategy to drive consumers into the store which, as a consequence, increases the chances of purchases and sales because they act as a communication channel between the brand and the end consumer through relevant push notifications. Nevertheless, since the consumer needs to identify with what’s at stake, the crucial piece of the puzzle is the mobile content itself and the brand’s strategy to guide the customer into the store plus the in-store consumer experience.

In the end, Passworks acts as a powerful mobile marketing tool, creating a new distribution channel for brands but also aims to empower consumer experience and mobility. From developers, to retail marketers or communication agents it is possible to create mobile content to promote a specific brand, no matter the business market, directly to the consumers.

Passworks: a passport to be closer to the clients

ng3837067

Francisco não teve a ideia mas executou-a: foi convidado pela Faber Ventures para ser a cara da Passworks, start-up que quer aproximar as marcas dos clientes

Poder comunicar com os clientes de maneira personalizada, sempre que eles passam perto da sua loja, é possível sem sair da porta: avisá-los de promoções, dar-lhes um presente de aniversário, estar presente.
A Passworks, empresa pensada e criada por uma equipa ligada ao fundo de capital de risco Faber Ventures – que investiu no primeiro ano um milhão de dólares no negócio, com retorno esperado nos próximos três anos – trata de tudo. Através do Passbook, uma carteira móvel que guarda informação em smartphones, cria e atualiza cupões de descontos, promoções e outro tipo de informação, de maneira direcionada e personalizada. Depois de criado o conteúdo, basta que os seus clientes descarreguem a aplicação nos respetivos smartphones para terem acesso a todas as novidades: uma espécie de anúncio porta-a-porta. “Se estão a chegar ao ponto de venda, por que não dizer-lhes que aproveitem alguma oportunidade? Isso inclui estar no aeroporto e receber uma mensagem com uma promoção de uma loja no aeroporto“, explica Francisco Belo, CEO da empresa.

Published by dinheirovivo

12 Readings to start 2015 up to date!

2014 is gone and what a year, it was! To start the year fresh, we selected 12 articles for those who are interested in hot topics as mobile wallets, the mobile marketing revolution or mobile payments and mobile coupons!

  1. #GoogleWallet : Make your phone your wallet
    In May 26, 2011, Google launched the first mobile wallet. Google Wallet is an native app for Android users to store cards, coupons and tickets into their smartphones whilst a mobile payment system. It works with NFC – Near Field Communication that allows users to interact with their stores only using their smartphones. From seeing an offer to using a coupon and adding points to its store card it can be a great tool and strategy for retailers.
  1. #Passbook : Apple’s Passbook
    In September 19, 2012 Apple introduced Apple Passbook: a native app for iOS that serves as a mobile wallet to substitute all cards and paper coupons. However, while Google allowed payments —which raised the first wuestions about mobile security and privacy issues — Passbook wasn’t related to payments and opted for a different strategy: create a better product integrated with Siri and Maps while improving a service that could end consumers’ doubts.
  1. #ApplePay : Apple Announces Mobile Payment Solution
    In September 9, 2014 Apple launched its first mobile payment service for the United States. A system that connects with Apple Passbook and, instead of using safety pin codes, it using touch ID to bullet proof payment security and it doesn’t collect any payment history, in order to ensure its consumers. With over 800 million registered users and a good partnership based network, Apple moved to the top list of competitors in the banking businesses.
  1. #Mobile Wallets : A Recap in the World of Wallets
    With the emancipation of the mobile wallets as Google Wallet and Apple Pay, the payments market raised and developed a mobile payment ecosystem, all of them fighting to be part of this innovative channel. Samsung created its own wallet for Samsung devices. Paypal and Visa started a race for partnerships. Third party apps emerged to act as easy-in distribution channels such as Loop Pay and CurrentC.
  1. #ConsumerEngagement via Mobile Wallets: There’s No Way It Won’t Become a Norm
    “Consumers prefer to have a unified mobile payment app that can be used in multiple stores while integrating individual store coupons and loyalty programs among millennials (55%) and users 35 years and up (46%) alike, the report says. But, 34% of consumers weren’t even aware if their favorite stores offered mobile payments or not.”
  1. #Omnicommerce : The Best of Omnichannel in 2014
    The news aboutApple Pay in September generated an unusual amount of mainstream media attention. Since it was announced, it has already changed the way we talk about mobile payments and has unlocked (and will continue to unlock) new sources of value for consumers and merchants. Apple also has a unique ability to mobilize an entire ecosystem – and that prompted Karen Webster to ask: Can Apple Pay shape the future of omnicommerce?”Now, omnichannel is no longer a trendy word but a requirement for all sort of businesses. Now it’s not just about what you do. It’s about how you communicate, how you reach the end consumer and, most importantly, when and where you reach them.
  1. #iBeacons : 15 Companies from Airports to Retail Already using iBeacon Technology
    With the introduction of iBeacons — One end, Low Energy Bluetooth devices — to the mobile payments world, a new form of marketing was born: Mobile marketing. The concept of mobile marketing allows brands to empower consumer mobility and communicate with them at the most relevant time opportunity, with the most relevant content considering timing. Displaying only the information that particular consumer wants at the most convenient time is one of the best way to drive store traffic and increase consumer engagement.
  1. Google Wallet won’t let you buy digital goods on the web past March 2015
    With the rise of mobile wallets and the crushing power of Apple Pay, Google Wallet announced in November 2014 that in March 2015 it would no longer allow the payment for digital goods. However, it can still be used for physical goods since last month Google Wallet announced a partnership with Disneyland in Orlando.
  1. Do people really use Apple Passbook?
    Mobile wallets bring a lot of innovative thoughts and interactions. However, it is normal to stop for a bit and ask ourselves: Do people really use this? Yes, technology is fast and the market goes 360º everyday. Nevertheless, when playing with consumer — people — interaction, it’s a totally different thing. We’re talking about mass movement and mass cultures and it takes time for people to adapt and adjust, to learn new concepts (that are in constant change) even if they’re here to help.
  1. Apple Pay Might come to the UK in early 2015
    Finally, Apple Pay is coming to Europe! UK is already aware and prepare to take in Apple Pay and, like every Western Country in Europe, it can’t wait to put the hands on it to see how much it will change the economy, specially because now Mesh Beacons are on the table.
  1. #MeshBeacons: Move over iBeacons, here come Mesh Beacons
    Instead of receiving and sharing information from one end to another, mesh beacons allow to track information once shared with the end consumer. So when entering a store, a mesh beacon can guide you within the store until you reach the specific product that you wanted to buy because it can receive the GPS signal of your smartphone and use it to give directions to point X.
  1. #Passworks: Passworks raises 1M for Passbook Campaigns
    We were born.
    Passworks is, like Passk.it or Passwallet, a third party platform that allows brand to create, communicate and distribute mobile marketing campaigns using Passbook of Google Wallet.Since the beginning of 2014 we are here to be part of this mobile ecosystem. To make it easier for users to connect better with their favorite brands and to allow brands to become relevant for consumers, to penetrate in a new channel and explore mobility as it’s only being discovered to achieve the best of omnicommerce.

    2014 was a great year that allowed us to learn more about this world, to develop with new achievements and to be prepared for what’s next. With a new year, new challenges are ahead. We are excited to be here for 2015 and we can’t wait to share our next projects we have stored for and with you.

 

Here is to 2015! Happy New Year!

The Benefits of Apple Passbook for Brands

Passbook offers brands a significant opportunity to drive engagement with customers and increase store foot traffic through one convenient app.

Passbook is an app native to Apple devices, pre-installed on all operating systems that run iOS 6 or later. The essential premise is one place to store coupons, event tickets, loyalty cards and the like, but more than just being a digital wallet, it also represents huge marketing potential for brands.

The fact that Passbook is a default app means a target audience already exist that are accustomed to using it. In the US Passbook is already the 4th most popular mobile commerce app and a fifth of all iPhone users already use it to download coupons. Furthermore, with over 300 million iPhones around the world and all future devices set to have Passbook installed, the wide range of users that brands can reach is vast.

The convenience of having all a wallet’s non-payment aspects in one app is beneficial to both brand and customer. For example, the easier access to both coupons and loyalty cards allows brands to offer their customers a seamless interchange between the two whilst increasing sales and providing better customer service.

Location-based notifications enhance the dynamic features of a Passbook pass allowing brands to send updated information to their customer’s phone via push notifications, which highlights the potential to refine marketing strategies with more personalised, relevant offers. Apple’s iBeacon technology has already paved the way for geolocation to play a key role in brand to customer interaction.

Incorporating Passbook passes into a brand’s existing mobile marketing strategy has been shown to boost sales and increase coupon conversion rates, with 64% higher conversions compared to regular mobile web coupons. It also provides a totally different platform to a brand’s app, as consumers don’t want to fill their phones with apps for every different shop or restaurant, and require a simpler, more expedient way of utilising their smartphone whilst in-store.

Crucially for smaller brands, Passbook doesn’t need an app to work alongside it, as passes can be added straight to it via email or SMS. This opens up the barriers to entry, enabling brands with smaller resources to have a cost-effective way to offer their customers mobile content and drive up sales. However, there are also Passbook-enabled apps which prompt you to add a pass straight to Passbook allowing both to work in conjunction together.

Apple’s latest updates to iOS7 have made Passbook even more brand and user-friendly with features such as a barcode scanner allowing passes to be easily added on-the-go by scanning a QR and a share icon on the pass. These features make Passbook more accessible, ultimately helping to increase brand loyalty by allowing maximum exposure of a pass.

Just imagine what you can do….!

Yes, there is a lot that you can do with iBeacons technology! And it’s all about you.

Every minute is an opportunity to evolve the business and innovative thinking. The retail concept no longer depends on printed marketing ads nor the eventuality of consumers passing by. It’s about new in-store experiences. It’s about reaching everybody and being everywhere.

New medium, new concepts are welcomed by retailers and consumers, specially with the recent developments on mobile payment systems such as Apple Pay so, why won’t you give it a whirl?

Virtual Wallets and How to Use Them