How Retailers, Sports Teams, And Brands Have Made Apple's Passbook Ecosystem Work For Them

Ashesh Shah
August 18, 2017
789 Views

Apple’s Passbook is already the fourth-most popular mobile commerce app among U.S. consumers. It ranks just behind giants like eBay, Amazon, and Groupon in terms of user adoption.

One-fifth of iPhone owners already use Passbook to download “passes”— coupons, gift and loyalty cards, airline boarding passes, and movie and event tickets. It’s Apple’s attempt at a virtual wallet.

Large retailers — from Sephora to Target — and restaurant chains and Major League Baseball are already using it as a channel for acquiring and retaining customers.

So why don’t we hear more about Passbook?

In a new report from BI Intelligence, Business Insider’s paid subscription service, we look at the trends and numbers behind the Passbook ecosystem.

Access The Full Report By Signing Up For A Free Trial Today >>>

The report includes over a half-dozen charts and datasets — and an ecosystem graphic — examining the intricacies of the Passbook ecosystem. Subscribers receive full access to the BI Intelligence library of over 100 in-depth reports on the mobile industry, and hundreds of datasets you can put to use.

In our report on Passbook, we also look at some misconceptions and underrated opportunities:

We also discuss Passbook’s relationship with the burgeoning and competitive mobile payments space, and the uncertainty surrounding its future as a payments platform. 

Will Apple add a payment-processing capability, so that users can make “walletless” credit card payments with Passbook? Will it be joined with fingerprint-reading technology, the rumored authentication feature to be included in iPhone 5S?

Apple has over 500 million credit cards on file. We review what brands and retailers are doing to hook into the ecosystem and prepare for the possibility that Apple will one day leverage these credit card relationships and turn Passbook into a real transactions platform.

It also includes an examination of the top barriers to widespread Passbook adoption: namely, the chicken-and-egg problem that ties relatively low app publisher adoption to a lack of wider consumer awareness.

For full access to the report on Passbook sign up for a free trial subscription today.

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