The Ultimate Passbook Project
Test of Passbook "iWallet" proof-of-concept for coupons, loyalty, payments
Fully deployed for one city, saves estimated $540 per year for average shopper
For the past year, we've heard people say "yes, but what is Passbook for?" Or they say: "what is Apple doing with the iWallet concept?"
We don't know what's coming, but we can test how Passbook could be used as an iWallet.
So we created a set of prototype passes that simulate an iWallet for one neighborhood, with passes for supermarkets, banks, local malls, downtown shopping, and transit. Twenty-two passes in all, representing day-to-day shopping for a typical consumer. We also tested 3 of common styles of mobile payments.
We gave this "iWallet mockup" to a group of volunteers and asked: "does this make sense? Can you see using this in day to day shopping, and how would you save money?"
From their responses, we estimated that Passbook, used fully, saves at least $45 per month per household. Multiplied by 100 million households in the US market, that equals $54 billion/year.
These test passes used our Passbook gamification and CRM server to add features that customers have requested most, like merchant sales, perpetual coupons, budgets, bank balances, and manager's specials.
Passbook builds a long-term, trusted relationship between consumer and merchant, acting as a "master control panel" for all planning, budgeting, shopping, and receipt tracking.
Overview of Test Set
NOTE: These passes were created only as examples/prototypes for a limited test. Passjoy is in no way affiliated with any of the companies in these test passes. These passes are for evaluation/test purposes only, have no monetary value, and are not valid for real use in stores.
Portions of the technology described are patent pending, Passjoy.com
Want to see a live demo?
Types of Passes
1. Personal Finance (Mint.com)
Prototype pass: Based on Mint.com. Shows real-time budgeting, family finances, and cash-flow.
Money savings: User has an instant way to evaluate their budget, so they can avoid spending too much that month.
Dynamic functions: Using link on back of pass, user can select 3 different "views" of their finances to display on the pass. Link on back of pass also can link directly to Mint.com website/mobile app. Link on back of pass prompts customer to download full mobile app.
2. Bank & Card-Linked Offers (BankofAmeriDeals.com)
Prototype pass: Based on Bank of Americard, linked into the BankofAmerica website. Gives user the ability to get offers (moneysaving coupons) which are automatically applied to a credit card purchases.
Money savings: Saves $5/month estimated per consumer. User can get discounts very easily, with no coupon mess.
Dynamic functions: When new coupons arrive at site, the pass alerts user on the front of the pass. Link on back of pass connects directly to Mint.com website or mobile app. Link on back of pass prompts customer to download full mobile app.
Other vendors in this category: Paypal, Discover, Visa, Mastercard, American Express
3. Grocery Loyalty (Safeway, Raley's, Walgreens )
Prototype pass: Based on Safeway JustforU loyalty program, linked to Safeway.com website. Also includes equivalent loyalty cards for Raley's and Walgreens.
Money savings: Saves $34/month estimated per consumer. Pass makes it easier for customers to use the program routinely.
Dynamic functions: Link on back of pass makes it faster to select coupons from JustforU program. Push notification tells customer when a set of coupons are added to their account (this usually happens weekly) so customer can time their purchases appropriately.
Other vendors in this category: Any of the major grocery or drug chains with loyalty programs.
Great quote from test customer: "In theory I can do all of this with paper coupons, but it's too much trouble. With Passbook it's easy. So yes, this is real weekly money savings."
4. Mall Store Coupons/Loyalty
Prototype pass: 20% off coupon which converts in customer's wallet into a "perpetual" coupon and/or brand advertising pass.
Money savings: Saves $6/month estimated per consumer. Perpetual model means customers get more coupons for sale items and use those coupons more effectively.
Dynamic functions: Retailers can use pass to distribute the same content they currently have in their mobile apps, for example, discussing new sale events, spring/summer/holiday sales, etc. The pass becomes a "brand portal". Pass barcode can be used to drive loyalty point programs.
Other vendors in this category: Penny's, Famous Footwear, Babies R Us, Legend...any major retailer. These are from Vallco, a Cupertino mall.
5. Search and Discovery (Cupertino Search Pass)
How it works: When the mobile wallet concept becomes widespread, consumers will want a single, central "search directory" to get new passes for local shops, grocery stores, etc. This can be provided in a third-party mobile app or website, but why not provide it from inside Passbook itself? The Search pass shown prototyped here, fills that function.
Dynamic functions: Pass links to a mobile web page that presents coupons, loyalty cards, etc for the local community. Special sales or new merchant openings are shown on front of card, in a form of advertising. Bar code on front of pass provides merchants with a way to send new offers or passes to that customer.
7. Local Store Loyalty (Yamagami's Nursery)
Prototype pass: Shows a local Cupertino nursery. Gardening is a highly skilled hobby and local nurseries serve as consultants and trainers to home gardeners, so weekly tips and class announcements are featured.
Dynamic functions: Pass provides weekly or bi-weekly notes from gardeners to their clients, essentially becoming a simple newsletter. Other local stores and boutiques can use similar techniques to build a dedicated local clientele.
8. Transit, Taxi, Bus (Valley Transportation Authority)
Prototype pass: Based on VTA transit. This pass prototypes the use of Passbook to pay fares for the local bus. Provides convenience of bus fare without a separate ticket.
Dynamic functions: Pass alerts customer to bus network problems. Back of pass has link for schedules and balance upgrade. For taxis, pass can be used to provide a "pickup pass" by a specific driver, or to link to taxi dispatcher.
Other vendors in this category: Any local transit or taxi service.
9. Mobile Payments (Paypal, Mastercard, Apple Future System)
Prototype pass: These passes provide support for 3 types of mobile payments, integrated in a test/protoytpe format into the Passbook app.
Dynamic functions: Passes provide a front-end active interface for 3 most likely mobile payment methods. For credit cards and no-card payment methods, the pass provided balance info and loyalty/card-linked offers functionality. For a "gift card" style payments, the pass provided a scannable bar code and pre-loaded account balance. For a full integration of mobile payments into Passbook itself by a future Apple release, we designed a pass that acted as a proxy front-end interface for that system.
Disclaimer: The vendors shown above (Paypal, Yelp, Mint, Bank of America, Yamagami's, Safeway, and VTA) are not customers or partners of, and are not associated with, Passjoy.com. Use of their names and/or images were for test or demonstration purposes only. Their names and logos may be registered trademarks and are reproduced here for descriptive purposes only.
A full Passbook increases customer adoption of mobile wallets and mobile payments
A full Passbook increases customer adoption of mobile wallets and mobile payments
Would you use a mobile wallet for local shopping?
Would you feel more comfortable paying by mobile, if Passbook gave feedback, tracked purchases, etc?
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Learn More About The Future of Passbook
Great articles in our blog:
Early Results From Our Perpetual Coupons -- 18X Increase in User Engagement and More
Passbook is Key to Getting Mobile Payments Out of "Infancy" and Boosting Mobile Wallet Adoption
7 More Reasons Passbook is a Great Add-on To Your Mobile Marketing Program