1. Passes are 10X faster to download and reach an audience of tens of millions formerly unreachable consumers. 15 seconds to download a pass vs 3-5 minutes to download a native mobile app and register it. This speed difference makes a big difference to many potential customers. According to some surveys, 60% of potential customers simply won't download a mobile app, no matter what. Passes give you a way to reach these other people by a different channel...and thus grow the audience for your message.
2. Passes require no personal information or registration, yet still provides a "certified, indivually trackable" link to each customer. It's getting harder all the time to get people to register their email address and/or personal info. It triggers complaints and even government regulations. Passbook largely avoids these problems, since all passes are inherently anonymous...but the brilliant Passbook architecture still allow individual serialization and tracking of these anonymous customers, allowing for an individualized, growing relationship.
3. Passes as revenue drivers. Once in customer's phones, passes can be grown and updated to create a long-term relationship...and that means a major opportunity to create a better image and new revenue for your brand. Most people are still thinking of passes merely as "one-off" coupons or tickets, but they can last for months or years -- depending on clever you are with new content and new offers.
4. Re-use existing mobile assets. You've already spent a lot of effort creating graphics and content for your native mobile or web apps. Now these can be re-used in Passbook with little additonal investment. Although Passbook technology is quite different from other mobile programming, the learning curve is low and much of the functionality is available from vendors.
5. Passes can be given a small (but perfectly nice) subset of features. They can provide some of the value of your larger apps, including offers, rich graphics and content, and links (on the back page) to other content.
6. Passes serve as a nice on-ramp to more powerful native apps. They are like a "little brother" to more powerful apps. See our earlier posts about customer upgrade path from passes to native apps.
7. Passbook may become customer's "first contact" to your brand, and very high-value real estate for your mobile initiatives. As people use Passbook for more and more of their daily shopping, ticketing, and everything else, what does that mean? It means they will be looking at Passbook every day. What will they see? Maybe your pass, but only if you get your passes distributed and make them an eye-catching representation of your brand value.