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(c) mp technology | 1. Oktober 2013 | Payment Conference | Seite 1
Apple Passbook
das Wallet im iPhone
Patrick Pfister
Man...
(c) mp technology | 1. Oktober 2013 | Payment Conference | Seite 2
Agenda
• Was ist Passbook?
• Beispiel: Rabattkarte, kon...
(c) mp technology | 1. Oktober 2013 | Payment Conference | Seite 3
Was ist Passbook?
Apple‘s mobiles Wallet
• App zum Spei...
(c) mp technology | 1. Oktober 2013 | Payment Conference | Seite 4
Pass Inhalte
• Titelblock: Name mit Logo
• Location(s),...
(c) mp technology | 1. Oktober 2013 | Payment Conference | Seite 5
Pass Verteilung
Passes müssen auf eigenem Server erzeug...
(c) mp technology | 1. Oktober 2013 | Payment Conference | Seite 6
Pass Relevanz (Ort, Zeit)
• Zeit-relevant
• Orts-releva...
(c) mp technology | 1. Oktober 2013 | Payment Conference | Seite 7
Beispiel: Rabattkarte
1. Kunde registriert seine
besteh...
(c) mp technology | 1. Oktober 2013 | Payment Conference | Seite 8
Beispiel: Rabattkarte
4. Kunde steht an der Kasse des
A...
(c) mp technology | 1. Oktober 2013 | Payment Conference | Seite 9
Beispiel: Rabattkarte
7. Kunde erreicht VIP Status
8. P...
(c) mp technology | 1. Oktober 2013 | Payment Conference | Seite 10
Beispiele aus aller Welt
Air Berlin
Boarding Pass
Sofo...
(c) mp technology | 1. Oktober 2013 | Payment Conference | Seite 11
Technik: Was steckt dahinter?
• Benötigt Server Infras...
(c) mp technology | 1. Oktober 2013 | Payment Conference | Seite 12
Nur für iPhone? Lohnt sich das?
• Web Traffic Schweiz:...
(c) mp technology | 1. Oktober 2013 | Payment Conference | Seite 13
Was ist mit Android,
Windows Phone?
• PassWallet Andro...
(c) mp technology | 1. Oktober 2013 | Payment Conference | Seite 14
Wie starten wir mit Passbook? I
• Pass Design, Pass Ty...
(c) mp technology | 1. Oktober 2013 | Payment Conference | Seite 15
Wie starten wir mit Passbook? II
• Server für Pass-Erz...
(c) mp technology | 1. Oktober 2013 | Payment Conference | Seite 16
Ganz Kurz: iBeacons, LE Bluetooth
• iBeacon: Sender, d...
(c) mp technology | 1. Oktober 2013 | Payment Conference | Seite 17
Zusammenfassung Passbook
• Passbook wird erfolgreich e...
(c) mp technology | 1. Oktober 2013 | Payment Conference | Seite 18
Danke
• Patrick Pfister
pfister@mptechnology.ch
+41 44...
Prochain SlideShare
Chargement dans…5
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Passbook - das Wallet im iPhone - Internet Briefing Payment Conference 2013, Zürich

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Passbook - das Wallet im iPhone - Internet Briefing Payment Conference 2013, Zürich

  1. 1. (c) mp technology | 1. Oktober 2013 | Payment Conference | Seite 1 Apple Passbook das Wallet im iPhone Patrick Pfister Managing Partner mp technology www.mptechnology.ch Zürich, 1. Oktober 2013
  2. 2. (c) mp technology | 1. Oktober 2013 | Payment Conference | Seite 2 Agenda • Was ist Passbook? • Beispiel: Rabattkarte, konkrete Cases • Technik: Was steckt dahinter? • Wie starten wir mit Passbook? • Wohin könnte die Reise gehen? (BLE, NFC, Payment, etc) • Zusammenfassung, Fragen
  3. 3. (c) mp technology | 1. Oktober 2013 | Payment Conference | Seite 3 Was ist Passbook? Apple‘s mobiles Wallet • App zum Speichern und Anzeigen von Boarding Passes, Tickets, Kundenkarten, Coupons • Zeit-gesteuert, Ort-gesteuert • Passbook Applikation, vorinstalliert und tief integriert in iOS6, iOS7 • Passbook Passes werden vom Herausgeber ohne Einbezug von Apple erstellt und verteilt.
  4. 4. (c) mp technology | 1. Oktober 2013 | Payment Conference | Seite 4 Pass Inhalte • Titelblock: Name mit Logo • Location(s), Zeit • Bar Codes (Aztec, QR, PDF417) • Link zu App möglich • Bilder, Text-Inhalte, mehrsprachig • Beschränkt kontrolliertes Design • Pass ist signiert • Pass ist eine zip Datei (.pkpass)
  5. 5. (c) mp technology | 1. Oktober 2013 | Payment Conference | Seite 5 Pass Verteilung Passes müssen auf eigenem Server erzeugt und signiert werden. Verteilung • als E-Mail Attachment (.pkpass Datei) • über Web (von mobiler Website) • über eigene iPhone App • Pass weitergeben aus Passbook (ab iOS7) • Scan Pass (ab iOS7) • OS X Mail und Web Browser (ab 10.8.2) • iCloud
  6. 6. (c) mp technology | 1. Oktober 2013 | Payment Conference | Seite 6 Pass Relevanz (Ort, Zeit) • Zeit-relevant • Orts-relevant (bis zu 10 Koordinaten, Distanz) • iBeacon-relevant (ab iOS7) • Relevante Coupons auf Lock Screen • Praktisch: sofortige Anzeige ohne Entsperren • Standort-Marketing (Coupon im Shopping Center) • Pass Relevanz funktioniert offline Direktester Zugang zum Kunden
  7. 7. (c) mp technology | 1. Oktober 2013 | Payment Conference | Seite 7 Beispiel: Rabattkarte 1. Kunde registriert seine bestehende Plastik-Kundenkarte im Web oder mit App (Scan Code) 2. Anbieter erzeugt Pass (Anzeige Punkte Saldo, Special Offers) 3. Kunde installiert Pass auf iPhone, Gerät wird registriert. Kundenkarte immer dabei. Beispiel Tesco ist fiktiv, existiert nicht real.
  8. 8. (c) mp technology | 1. Oktober 2013 | Payment Conference | Seite 8 Beispiel: Rabattkarte 4. Kunde steht an der Kasse des Anbieters, Pass wird am Lockscreen angezeigt 5. Kunde weist beim Einkauf Barcode der App vor, Kassensystem bucht Punkte auf Karte 6. Anbieter aktualisiert Pass-Saldo, Passbook App erhält ein Update, aktuelle Punkte sind sichtbar
  9. 9. (c) mp technology | 1. Oktober 2013 | Payment Conference | Seite 9 Beispiel: Rabattkarte 7. Kunde erreicht VIP Status 8. Push Message weist auf Pass Update hin 9. Pass-Inhalt angepasst: VIP Stern im Pass Design
  10. 10. (c) mp technology | 1. Oktober 2013 | Payment Conference | Seite 10 Beispiele aus aller Welt Air Berlin Boarding Pass Sofort bereit beim Gate, Standard Booking.com Nur Infos Location- based, Support Mobile Coupon Gutscheine Location- based, Marketing Starbucks Prepaid-Karte Convenience, Location- based Starticket Event Ticket Sofort zur Hand, schneller Einlass
  11. 11. (c) mp technology | 1. Oktober 2013 | Payment Conference | Seite 11 Technik: Was steckt dahinter? • Benötigt Server Infrastruktur • Passanbieter erzeugt Passes mit Zertifikat von Apple auf eigenem Server • Passanbieter sollte Web-Service für Registrierung und Update anbieten (gemäss API von Apple) • Registrierung aller installierten Passes => Analytics • Pass Update von beliebigen Feldern, mit Push Notifikation via Apple Server, Anzeige von geänderten Feldern durch App • Marketing Nachrichten in Passes für aktuelle Angebote • Pass kann invalidiert werden über Update
  12. 12. (c) mp technology | 1. Oktober 2013 | Payment Conference | Seite 12 Nur für iPhone? Lohnt sich das? • Web Traffic Schweiz: Pageviews durch iPhone/Android Apps in CH • Android-Anteil steigt, ist aber bezüglich Verwendung immer noch kleiner. • iPhone Benutzer sind Smartphone User. • Quelle: Net Metrix Mobile Report 2013-08
  13. 13. (c) mp technology | 1. Oktober 2013 | Payment Conference | Seite 13 Was ist mit Android, Windows Phone? • PassWallet Android App: Verarbeitet .pkpass Files Funktioniert meistens, keine volle Integration • Samsung Wallet für Android: Angekündigt in CH, analog zu Passbook, Passes nicht kompatibel • Google Wallet für Android: Fokus auf Payment, NFC, v.a. USA, auch iPhone? • Windows Phone Wallet
  14. 14. (c) mp technology | 1. Oktober 2013 | Payment Conference | Seite 14 Wie starten wir mit Passbook? I • Pass Design, Pass Type, Branding. • Pass Grösse (Retina Bilder sind gross) für Übertragung und Speicherung • Verteilungsstrategie (Multi-Channel) • Keine Attachments, besser Pass Download • User Activation: Orts-gesteuert? Zeit-gesteuert? • Top 10 locations, konfigurierbar, Abstand • Killer-Feature! • Einlösen: Barcode Scanning? • Testen: Scanning von Display / Kamera-Scanner, keine Laser Scanner • Passes ohne Barcode können auch Sinn machen
  15. 15. (c) mp technology | 1. Oktober 2013 | Payment Conference | Seite 15 Wie starten wir mit Passbook? II • Server für Pass-Erzeugung, Registrierung, Updates bereitstellen • Apple Developer Zertifikat erforderlich. • Alle Pass Informationen im Backend verfügbar halten für Update- Möglichkeit • Serviceanbieter, Produkt oder Eigenentwicklung • Sicherheit: • Passes können kopiert, weitergeleitet werden • Backend-Verifikation und Entwertung ist essenziell
  16. 16. (c) mp technology | 1. Oktober 2013 | Payment Conference | Seite 16 Ganz Kurz: iBeacons, LE Bluetooth • iBeacon: Sender, der eine ID aussendet. • Passbook Passes aktiviert durch Nähe zu iBeacon • Ca 20$ pro Sender, 3 Jahre Batterie-Laufzeit • Alle Apple Devices, Android ab 4.3 • Bis zu 50 Meter (NFC: 2 Meter) • Microlocation Geofencing, Indoor Navigation, Check-In coupons • Apple‘s Weg zum Payment ohne NFC? Bild: http://gigaom.com/2013/09/10/with-ibeacon-apple-is-going-to-dump-on-nfc-and-embrace-the-internet-of-things/
  17. 17. (c) mp technology | 1. Oktober 2013 | Payment Conference | Seite 17 Zusammenfassung Passbook • Passbook wird erfolgreich eingesetzt, solide Lösung für iPhone, Aufwand überschaubar • Fokus auf Usability, Nutzerfreundlichkeit für Kunden • Neuer Marketingkanal, näher beim Kunden, Location-Relevanz als USP • Niemand weiss, wohin Apple sich bewegt, wir auch nicht – Payment? LE Bluetooth, NFC?
  18. 18. (c) mp technology | 1. Oktober 2013 | Payment Conference | Seite 18 Danke • Patrick Pfister pfister@mptechnology.ch +41 44 296 67 01 Passmaker Produkt: Passbook Server von mp technology: • Pass Erzeugung mit Templates, Pass Delivery, Pass Updates, Pass Analytics Für iOS6: http://mptechnology.ch/coffee

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