Some have complained that the first 6 months of Passbook have been slow. Well here are some new results to spice it up.
First a Little History
Passjoy was founded as an experimental testbed for finding "killer features" -- unique features that will make mobile wallets truly disruptive for the brick-and-mortar shopping sector (a $2.5 Trillion market)
Our first coupon system, launched last November, was pretty primitive like most early Passbook products. We added a slight upgrade which got better results.
Then last month we activated a big change: a Perpetual Coupon/Coupon Swapping system....which used Passbook in very different way, and required a whole new level of server technology on top of basic Passbook servers.
We've now collected enough results to give a strong picture of a Passbook's future.
Tracking number of clicks or other interactions on part of users, with any given pass over some number of weeks. Basic pass as baseline.
- Basic. 1X
- Graphic: 5.1X
- Perpetual: 18.5 X
- Perpetual with iBeacon: approx. 30X
In user surveys, we asked them to rate their experience/perception of passbook as:
Negative -- ("This is not a good experience, has little value")
Neutral -- ("This is so-so experience, and I guess it's ok")
Positive -- ("This is an exciting cool experience, and I want to see a lot more of it")
- Basic. 14% positive
- Graphic: 31% positive
- Perpetual: 79% positive
Native App Conversion
At about the 10 week mark, we asked end users to upgrade to the full native app...directing them to the upgrade link shown on the back of pass (this is built-in by Apple design.)
Net Result: 28% of pass holders added the app! This was a very simple test, we plan more later to gather a larger statistical sample, but comments from Belly and Sephora confirm that others are seeing similar results.
Representative User Comments
- "When I first heard about Passbook, I was expecting something like this, these kind of techno features."
- "I use coupons and I like to keep up with my favorite brands. I'm kind of seeing the mobile wallet as a place to do all that. Keep it up"
- Flow of perpetual system
- Appropriate/complex use of push messaging
- High-end graphics
- Retail-specific scripting/branding
- Back in linkage to other data sources
- Creation of app-like features
- All of above designed to support Passbook "core design model"
2. A big value creator and dis-intermediary of mobile commerce. Passbook will be a potent weapon in the war between online and brick-and-mortar. Mobile showrooming apps have given online retailers an adavantage againtst their brick-and-mortar competitors. Passbook pushes back.
3. A new and fundemental form of digital communication/currency. We remember when email first was promoted, 30 years ago. Our reaction was "Oh, ho-hum. Who cares? We can already send mail by letter." Of course 30 years later, email has become a pillar of the modern economy. Now with Passbook we have something similar, perhaps more narrowly focused on commerce, but very potent.
4. Reaches an audience that apps haven't reached. Mobile apps,both native and web, have been the currency of the mobile world, but distributing mobile apps (or getting audience views of mobile web sites) is extremely difficult. Passbook shines as a way to reach that untapped audience, and to do so very quickly indeed.
5. NFC and Payments not required. People have critiqued Passbook because it doesn't have payments, or it doesn't have NFC. Our response: "Well, so what?" Tickets, coupons, and mobile marketing are an areas of enormous value, with or without the addition of payments.