Seven brands who are using Apple Passbook well

Apple’s Passbook which had a soft launch alongside iOS6, seems to have been met with a lukewarm reception by those in mobile. Hoping for NFC in the iPhone5, people were naturally disappointed that Apple delivered something lacking in originality. However, that might be its strength. A combination of user familiarity, native integration, alerts to the front of the screen and ease of set up for brands could make Passbook something of a hit.

First of all, Passes are easy to set up via their API, but also through a number of interfaces. They can be highly targeted and set to pop-up on screen at a specific time or a specific location. Imagine if Foursquare, for example could push an offer to the front screen whenever you passed a venue? Passbook can do exactly that. Whilst, offers, loyalty and ticketing are an obvious use, there is a massive opportunity for brands to use Passbook to offer a better service or utilities. It’s already being done for accommodation information, medication alerts or credit card statements. So perhaps it’s time for brands to get imaginative and find some new and interesting uses for Passbook Passes.

Brand Emotivity has written a white paper on the opportunities of Passbook and how to implement it, which is below, or can be downloaded here.

I previously blogged how Eventbrite and Auchan, the French supermarket are making good use of the system. Other brands who have been successful with Passbook is Starbucks (probably the ‘best in class’), Sephora, Air BnB, Medpass and Billpass.

See the slideshare below (or ) to undertand the opportunities, see how these brands have used Passbook and how to create your own passes.

Apple’s Passbook: Early evidence is that it’s a hit with users

Whilst many commentators were discussing the features of the iPhone 5, one announcement that received less notice was the introduction of Passbook in iOS6. Many industry figures had been holding out for NFC to be introduced in Apple’s new handset, so Passbook barely counted as a consolation prize. However, this feature may turn out to be a significant channel for brands and consumers.

The system has had a soft launch from Apple – not a bad idea after the maps fiasco. Some of the first for Passbook apps for McDonalds (France), Eventbrite and Airbnb were recently released in iTunes and early signs appear to show high adoption levels. Online ticketing business, Eventbrite, said that over 20,000 tickets had been sold through Passbook in the first week. The French supermarket, Auchan, has just announced that 10,000 people registered for a Passbook loyalty card within a few days of its release.

Apple’s reasoning behind Passbook is that it creates a frictionless experience by delivering barcodes within apps and negates the need to install millions of readers for NFC chips. It would seem that the advantage for consumers is familiarity combined with additional features such as location services (useful for Airbnb) or event reminders (useful for Eventbrite).