- Apple just published a patent announcement for a context-aware payment system
- Earlier this year, we added gamification and CRM server technology to Passbook coupons and got 18X boost in user engagement compared to normal Passbook coupons
- Consulting giant Accenture recently stated that mobile wallet promoters need to add "carrots" to boost user adoption of mobile payments
How do those those 3 events fit together?
They fit together perfectly. They show that user-pleasing Passbook technology combined with advanced mobile payments is a potentially breakthrough combination for user adoption of mobile wallets.
Customers Want More Than a Mere Replication of their Physical Wallet
In the last month we've been testing our Passbook gamification/CRM tech to other types of Passbook passes: loyalty passes, m-shopping, and card-linked offers. These are passes that typical shoppers use in their daily neighborhood shopping. We're seeing similar boosts in user enthusiasm...customers love "active" functionality in passes. The key again, is not just to replicate the same experience that they already get, but to add significant new power and new content via the mobile wallet.
We need to stop thinking of mobile wallets as "just a way to pay" or "just a place to hold cards" and think of them as active shopping portal/browsers through which the customer gets a constant flow of information and new features for all of their weekly shopping in their neighborhood. Real dollar savings and real time savings, not just a duplicate of what they already have in their credit card.
The Big Win for Mobile Payments?
By combining active, intelligent Passbook passes + context-aware payments, we have a platform with potential to deliver that kind of value. Is this the big win for mobile payments and mobile wallets? Who knows, but it's a good start.
PS. Note that Google and Samsung have both announced products equivalent to Passbook. That completes the ecosystem.