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The mobile wallet shift:
Non-payment opportunities for marketers
SEPTEMBER 5, 2013!
Mark Tack, Vice President, Marketing, Vibes @MarkTack!
Rebecca Bogler, Sr. Director, Product Marketing, Vibes @RBogler!
#MobileWallet!
2
©2013 Vibes All rights reserved. Confidential
#MobileWallet!
Discussion topics
The mobile wallet
opportunity for marketers
Key insights
from consumer
research report
5 tips for executing
mobile wallet programs
3
©2013 Vibes All rights reserved. Confidential
#MobileWallet!
Discussion topics
The mobile wallet
opportunity for marketers
Key insights
from consumer
research report
5 tips for executing
mobile wallet programs
4
©2013 Vibes All rights reserved. Confidential
The non-payment opportunity for marketers!
The real opportunity for marketers with mobile wallet is in the non-payment arena
It’s the leather!
…not the plastic!
5
©2013 Vibes All rights reserved. Confidential
Mobile wallet in action…!
6
©2013 Vibes All rights reserved. Confidential
Mobile wallet evolution and the non-payment movement!
9/19/11
Google Wallet
launched –
payments
focused
9/19/12

Apple
launched
Passbook as
part of iOS6
6/11/12 

Apple
announced
Passbook at
WWDC
5/15/13

Google
announced
Google Wallet
Objects API
Soon

Google will
launch new
Google Wallet
with Objects
9/21/12

Vibes
launched
Passbook
Beta
Program
3/21/13
Vibes
launched
Pass
Manager
5/15/13
Vibes
announced
Google
Wallet Early
Adopter
Program
7
©2013 Vibes All rights reserved. Confidential
Mobile wallet has proven to be effective for marketers!
Sample metrics from early
Passbook programs:!
§  64% more conversions from
Passbook vs. mobile web
§  32% of customers who clicked on
the offer redeemed it in-store
§  24% increase in average order
value with Passbook
Source: Vibes Passbook Program client metrics
8
©2013 Vibes All rights reserved. Confidential
#MobileWallet!
Discussion topics
The mobile wallet
opportunity for marketers
Key insights
from consumer
research report
5 tips for executing
mobile wallet programs
9
©2013 Vibes All rights reserved. Confidential
Methodology!
Overview
§  Vibes partnered with Equation Research to conduct a quantitative research effort to understand
the mobile device usage, shopping habits, behaviors and motivations of the connected consumer.
Methodology
§  Fifteen minute online quantitative survey
§  Respondents recruited via paid national panel sample
§  Fieldwork conducted July 16-18, 2013
Sample
§ Total n=1,000
§ Smartphone owners
§ Ages 18+
§ U.S. residents
10
©2013 Vibes All rights reserved. Confidential
What is your definition of a “mobile wallet”?!
§  48% of consumers are aware of the non-payment side of mobile wallet
Understanding of what a mobile wallet is
27%!
33%!
21%! 19%!
A mobile tool that
allows me to both
pay for items with
my phone and
store information!
A mobile tool that
allows me to pay
for items directly
from my phone
A mobile tool
that allows me
to store
information!
I have no idea
what a mobile
wallet is or what
it’s used for
48%!
Source: Vibes 2013 mobile consumer survey – July 2013
Base: Total n=1,000
11
©2013 Vibes All rights reserved. Confidential
Which mobile wallet feature would benefit you the most?!
§  85% of consumers would receive some benefit from non-payment mobile wallets
No
Benefit
Digitizing
paper items
Organizing
on your
smartphone	
  
Managing
point
balances 	
  
Time
sensitive
offers 	
  
Automatically
updated items 	
  
Location
aware alerts 	
  
22%
19%
13% 13%
10%
7%
15%
Mobile wallet benefits
85% perceived benefit!
Source: Vibes 2013 mobile consumer survey – July 2013
Base: Total n=1,000
12
©2013 Vibes All rights reserved. Confidential
of smartphone
users have noticed
any retailer offering
mobile wallet
specific content in
the last six months
It’s time for retailers
to capitalize...!Consumers want it...!
85% 19%of smartphone
users see the non-
payment benefits
of the mobile wallet
Source: Vibes 2013 mobile consumer survey – July 2013
13
©2013 Vibes All rights reserved. Confidential
!
§  59% of consumers say they would have a more positive view of retailers if they started to
deliver digitized mobile wallet content. (e.g., loyalty cards, offers/coupons, promotions)
Perception of retailer if offered wallet content
This would completely
change the way I view the
retailer in a positive way
25% 34% 38% 3%
It would
diminish or
weaken the
perception I
have of the
retailer
It would have no
impact on how I
view the retailer
This would make me like
the retailer even more
How would your perception of a retailer change 

if they started to use mobile wallets?!
59% positive!
Source: Vibes 2013 mobile consumer survey – July 2013
Base: Total n=1,000
14
©2013 Vibes All rights reserved. Confidential
Do you use mobile wallets for non-payment and what 

has been your experience?!
§  33% of consumers have used mobile wallets for non-payment (e.g., storage of loyalty
cards, coupons, etc.)
Income levels	
  
26%!
Income $100K+
28%!
Income <$50K
25%!
Income $50K - 74.9K
21%!
Income $75K - 99.9K
Base: Total n=1,000; Users n=330
Source: Vibes 2013 mobile consumer survey – July 2013
Non-payment usage	
  
No 67% Yes 33%
Non-payment experience
39% 41% 19% 1%Somewhat
negative
Extremely positive Somewhat positive Neutral/no
impact
15
©2013 Vibes All rights reserved. Confidential
What would influence you to try a mobile wallet 

and what impact would it have?!
§  Among the two-thirds of consumers who do not currently use a mobile wallet, 50% say
getting better promotions/offers would influence them to try it
Perceived impact	
  
49%!
Would not impact
either way
7%!
Negatively impact
44%!
Enhance
Base: Total n=1,000; Non-users n=670
Source: Vibes 2013 mobile consumer survey – July 2013
Mobile wallet usage	
  
No 67% Yes 33%
What would influence you to try
50% 43%
If I knew I would get
better promotions 

and offers
25% 23% 23%
If it would make my
life easier by
organizing things
If I knew I would
get targeted and
relevant offers
If I thought it
would enhance
my experience
with my
favorite brands
I am not
interested in
trying a mobile
wallet tool
16
©2013 Vibes All rights reserved. Confidential
§  Email is the most preferred method for receiving mobile wallet content (46%), followed
by a retailer text message (20%), and retailer Apps (19%)
Preferred method for receiving mobile wallet content
Email
46%
20% 19%
11% 4%
Text message
from the retailer
App from
the retailer
Direct mail Mobile banner
advertisement
Base: Total n=1,000
How do you prefer to receive mobile wallet content?!
Source: Vibes 2013 mobile consumer survey – July 2013
17
©2013 Vibes All rights reserved. Confidential
Quarterly
3%
How often would you like to receive mobile wallet content?!
§  The majority of consumers (55%) would prefer to receive mobile wallet content weekly
Daily
12%
Annually
1%
Never
12%
Weekly
55%
Monthly
18%
Preferred frequency
Base: Total n=1,000
Source: Vibes 2013 mobile consumer survey – July 2013
18
©2013 Vibes All rights reserved. Confidential
Respondent profile!
Smartphone Users
Smartphone +
Mobile Wallet Users
Gender!  
Male 48% 52%
Female 52% 48%
Age!  
18-24 18% 21%
25-34 33% 44%
35-44 21% 18%
45-54 12% 8%
55+ 16% 8%
Income  
<$50K 31% 28%
$50K - 74.9K 26% 25%
$75K - 99.9K 18% 21%
$100K+ 21% 26%
Smartphone users	
   Smartphone +
mobile wallet users	
  
Base: Total Smartphone Users n=1,000; Users n=330
51%! 65%!
Source: Vibes 2013 mobile consumer survey – July 2013
19
©2013 Vibes All rights reserved. Confidential
Respondent profile (cont.)!
Base: Total Smartphone Users n=1,000; Users n=330
Smartphone Users
Smartphone +
Mobile Wallet Users
Ethnicity
White 74% 65%
Asian 11% 17%
Hispanic or Latino 9% 12%
Black or African
American
7% 8%
Other 4% 4%
Children
Yes 43% 51%
No 57% 49%
Region
Northeast 24% 28%
Midwest 27% 22%
South 28% 27%
West 22% 23%
Smartphone users	
   Smartphone +
mobile wallet users	
  
Base: Total n=1,000
Source: Vibes 2013 mobile consumer survey – July 2013
20
©2013 Vibes All rights reserved. Confidential
Summary of key findings!
Takeaway #1: It’s Early Days

We are in the very early days of
the non-payment mobile wallet
transformation. Not surprising
since Passbook came out last
September and Google Wallet
Objects is coming out soon.
•  Only 33% of consumers have used
mobile wallets for non-payment
(e.g., storage of loyalty cards,
coupons, etc.)
•  33% think of mobile wallets for
making payments. 19% have no
idea what mobile wallets are
•  Only 19% of smartphone users
have noticed any retailer offering
mobile wallet-specific promotions in
the past 6 months
Takeaway #2: Demand is High
Smartphone users are eager to try
mobile wallets for way more than
making payments. The need and
demand for the non-payment side
of the mobile wallet is clear.
•  85% of consumers would receive
some benefit from non-payment
mobile wallets
•  59% of consumers say they would
have a more positive view of
retailers if they started to deliver
digitized mobile wallet content
•  44% of non-users think a mobile
wallet used to store information
would enhance the shopping
experience
Takeaway #3: Retailer Guidance
Consumers have spoken about
how and why they would use
mobile wallets; offering retailers
the guidance and direction they
need to get started right now!
•  Digitizing paper items (22%) and
organizing coupons and loyalty
cards (19%) are the top benefits
•  E-mail is the most preferred
method for receiving mobile
wallet content (46%), followed by
a retailer text message (20%),
and retailer Apps (19%)
•  The majority of consumers (55%)
would prefer to receive mobile
wallet content weekly
Source: Vibes 2013 mobile consumer survey – July 2013
21
©2013 Vibes All rights reserved. Confidential
#MobileWallet!
Discussion topics
The mobile wallet
opportunity for marketers
Key insights
from consumer
research report
5 tips for executing
mobile wallet programs
22
©2013 Vibes All rights reserved. Confidential
5 tips for executing successful mobile wallet programs!
Being precise matters. With location-enabled mobile content,
you want the location to be the entrance to the mall, the front
door, or the center of your store.
Location
The dynamic nature of the non-payment side of the mobile
wallet enables advanced programs where incentives can
change based on time.
Time-sensitive
offers
Updating mobile wallet content drives incremental traffic. Let
your loyal customers know when you have new merchandise,
sales, events and more.
Update your
mobile
offers…
frequently
Leverage customer data to create personalized mobile
wallet content based on their preferences, behaviors and
purchase history.
Personalize,
Personalize,
Personalize,
Develop a predefined set of metrics to better understand your
brand’s potential with the non-payment side of the mobile
wallet. Quantify the results and identify success.
Measurement
and
optimization
Here are five tips to help you execute mobile wallet programs that drive
engagement, loyalty, foot traffic — and your bottom line
23
©2013 Vibes All rights reserved. Confidential
Catapult offers integrated mobile wallet campaign management!
SmartLink Technology!
Google Wallet Apple Passbook Other
24
©2013 Vibes All rights reserved. Confidential
Catapult makes mobile wallet easy for marketers!
25
©2013 Vibes All rights reserved. Confidential
Get the report and infographic!
Download the Report and Infographic here
http://www.vibes.com/mobilewallet
Mobile wallet shift:
Non-payment opportunities for marketers
SEPTEMBER 5, 2013!
Mark Tack, Vice President, Marketing, Vibes!
Rebecca Bogler, Sr. Director, Product Marketing, Vibes!
Thank you!!

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The Mobile Wallet Shift: Non-payment Opportunities for Marketers

  • 1. The mobile wallet shift: Non-payment opportunities for marketers SEPTEMBER 5, 2013! Mark Tack, Vice President, Marketing, Vibes @MarkTack! Rebecca Bogler, Sr. Director, Product Marketing, Vibes @RBogler! #MobileWallet!
  • 2. 2 ©2013 Vibes All rights reserved. Confidential #MobileWallet! Discussion topics The mobile wallet opportunity for marketers Key insights from consumer research report 5 tips for executing mobile wallet programs
  • 3. 3 ©2013 Vibes All rights reserved. Confidential #MobileWallet! Discussion topics The mobile wallet opportunity for marketers Key insights from consumer research report 5 tips for executing mobile wallet programs
  • 4. 4 ©2013 Vibes All rights reserved. Confidential The non-payment opportunity for marketers! The real opportunity for marketers with mobile wallet is in the non-payment arena It’s the leather! …not the plastic!
  • 5. 5 ©2013 Vibes All rights reserved. Confidential Mobile wallet in action…!
  • 6. 6 ©2013 Vibes All rights reserved. Confidential Mobile wallet evolution and the non-payment movement! 9/19/11 Google Wallet launched – payments focused 9/19/12
 Apple launched Passbook as part of iOS6 6/11/12 
 Apple announced Passbook at WWDC 5/15/13
 Google announced Google Wallet Objects API Soon
 Google will launch new Google Wallet with Objects 9/21/12
 Vibes launched Passbook Beta Program 3/21/13 Vibes launched Pass Manager 5/15/13 Vibes announced Google Wallet Early Adopter Program
  • 7. 7 ©2013 Vibes All rights reserved. Confidential Mobile wallet has proven to be effective for marketers! Sample metrics from early Passbook programs:! §  64% more conversions from Passbook vs. mobile web §  32% of customers who clicked on the offer redeemed it in-store §  24% increase in average order value with Passbook Source: Vibes Passbook Program client metrics
  • 8. 8 ©2013 Vibes All rights reserved. Confidential #MobileWallet! Discussion topics The mobile wallet opportunity for marketers Key insights from consumer research report 5 tips for executing mobile wallet programs
  • 9. 9 ©2013 Vibes All rights reserved. Confidential Methodology! Overview §  Vibes partnered with Equation Research to conduct a quantitative research effort to understand the mobile device usage, shopping habits, behaviors and motivations of the connected consumer. Methodology §  Fifteen minute online quantitative survey §  Respondents recruited via paid national panel sample §  Fieldwork conducted July 16-18, 2013 Sample § Total n=1,000 § Smartphone owners § Ages 18+ § U.S. residents
  • 10. 10 ©2013 Vibes All rights reserved. Confidential What is your definition of a “mobile wallet”?! §  48% of consumers are aware of the non-payment side of mobile wallet Understanding of what a mobile wallet is 27%! 33%! 21%! 19%! A mobile tool that allows me to both pay for items with my phone and store information! A mobile tool that allows me to pay for items directly from my phone A mobile tool that allows me to store information! I have no idea what a mobile wallet is or what it’s used for 48%! Source: Vibes 2013 mobile consumer survey – July 2013 Base: Total n=1,000
  • 11. 11 ©2013 Vibes All rights reserved. Confidential Which mobile wallet feature would benefit you the most?! §  85% of consumers would receive some benefit from non-payment mobile wallets No Benefit Digitizing paper items Organizing on your smartphone   Managing point balances   Time sensitive offers   Automatically updated items   Location aware alerts   22% 19% 13% 13% 10% 7% 15% Mobile wallet benefits 85% perceived benefit! Source: Vibes 2013 mobile consumer survey – July 2013 Base: Total n=1,000
  • 12. 12 ©2013 Vibes All rights reserved. Confidential of smartphone users have noticed any retailer offering mobile wallet specific content in the last six months It’s time for retailers to capitalize...!Consumers want it...! 85% 19%of smartphone users see the non- payment benefits of the mobile wallet Source: Vibes 2013 mobile consumer survey – July 2013
  • 13. 13 ©2013 Vibes All rights reserved. Confidential ! §  59% of consumers say they would have a more positive view of retailers if they started to deliver digitized mobile wallet content. (e.g., loyalty cards, offers/coupons, promotions) Perception of retailer if offered wallet content This would completely change the way I view the retailer in a positive way 25% 34% 38% 3% It would diminish or weaken the perception I have of the retailer It would have no impact on how I view the retailer This would make me like the retailer even more How would your perception of a retailer change 
 if they started to use mobile wallets?! 59% positive! Source: Vibes 2013 mobile consumer survey – July 2013 Base: Total n=1,000
  • 14. 14 ©2013 Vibes All rights reserved. Confidential Do you use mobile wallets for non-payment and what 
 has been your experience?! §  33% of consumers have used mobile wallets for non-payment (e.g., storage of loyalty cards, coupons, etc.) Income levels   26%! Income $100K+ 28%! Income <$50K 25%! Income $50K - 74.9K 21%! Income $75K - 99.9K Base: Total n=1,000; Users n=330 Source: Vibes 2013 mobile consumer survey – July 2013 Non-payment usage   No 67% Yes 33% Non-payment experience 39% 41% 19% 1%Somewhat negative Extremely positive Somewhat positive Neutral/no impact
  • 15. 15 ©2013 Vibes All rights reserved. Confidential What would influence you to try a mobile wallet 
 and what impact would it have?! §  Among the two-thirds of consumers who do not currently use a mobile wallet, 50% say getting better promotions/offers would influence them to try it Perceived impact   49%! Would not impact either way 7%! Negatively impact 44%! Enhance Base: Total n=1,000; Non-users n=670 Source: Vibes 2013 mobile consumer survey – July 2013 Mobile wallet usage   No 67% Yes 33% What would influence you to try 50% 43% If I knew I would get better promotions 
 and offers 25% 23% 23% If it would make my life easier by organizing things If I knew I would get targeted and relevant offers If I thought it would enhance my experience with my favorite brands I am not interested in trying a mobile wallet tool
  • 16. 16 ©2013 Vibes All rights reserved. Confidential §  Email is the most preferred method for receiving mobile wallet content (46%), followed by a retailer text message (20%), and retailer Apps (19%) Preferred method for receiving mobile wallet content Email 46% 20% 19% 11% 4% Text message from the retailer App from the retailer Direct mail Mobile banner advertisement Base: Total n=1,000 How do you prefer to receive mobile wallet content?! Source: Vibes 2013 mobile consumer survey – July 2013
  • 17. 17 ©2013 Vibes All rights reserved. Confidential Quarterly 3% How often would you like to receive mobile wallet content?! §  The majority of consumers (55%) would prefer to receive mobile wallet content weekly Daily 12% Annually 1% Never 12% Weekly 55% Monthly 18% Preferred frequency Base: Total n=1,000 Source: Vibes 2013 mobile consumer survey – July 2013
  • 18. 18 ©2013 Vibes All rights reserved. Confidential Respondent profile! Smartphone Users Smartphone + Mobile Wallet Users Gender!   Male 48% 52% Female 52% 48% Age!   18-24 18% 21% 25-34 33% 44% 35-44 21% 18% 45-54 12% 8% 55+ 16% 8% Income   <$50K 31% 28% $50K - 74.9K 26% 25% $75K - 99.9K 18% 21% $100K+ 21% 26% Smartphone users   Smartphone + mobile wallet users   Base: Total Smartphone Users n=1,000; Users n=330 51%! 65%! Source: Vibes 2013 mobile consumer survey – July 2013
  • 19. 19 ©2013 Vibes All rights reserved. Confidential Respondent profile (cont.)! Base: Total Smartphone Users n=1,000; Users n=330 Smartphone Users Smartphone + Mobile Wallet Users Ethnicity White 74% 65% Asian 11% 17% Hispanic or Latino 9% 12% Black or African American 7% 8% Other 4% 4% Children Yes 43% 51% No 57% 49% Region Northeast 24% 28% Midwest 27% 22% South 28% 27% West 22% 23% Smartphone users   Smartphone + mobile wallet users   Base: Total n=1,000 Source: Vibes 2013 mobile consumer survey – July 2013
  • 20. 20 ©2013 Vibes All rights reserved. Confidential Summary of key findings! Takeaway #1: It’s Early Days
 We are in the very early days of the non-payment mobile wallet transformation. Not surprising since Passbook came out last September and Google Wallet Objects is coming out soon. •  Only 33% of consumers have used mobile wallets for non-payment (e.g., storage of loyalty cards, coupons, etc.) •  33% think of mobile wallets for making payments. 19% have no idea what mobile wallets are •  Only 19% of smartphone users have noticed any retailer offering mobile wallet-specific promotions in the past 6 months Takeaway #2: Demand is High Smartphone users are eager to try mobile wallets for way more than making payments. The need and demand for the non-payment side of the mobile wallet is clear. •  85% of consumers would receive some benefit from non-payment mobile wallets •  59% of consumers say they would have a more positive view of retailers if they started to deliver digitized mobile wallet content •  44% of non-users think a mobile wallet used to store information would enhance the shopping experience Takeaway #3: Retailer Guidance Consumers have spoken about how and why they would use mobile wallets; offering retailers the guidance and direction they need to get started right now! •  Digitizing paper items (22%) and organizing coupons and loyalty cards (19%) are the top benefits •  E-mail is the most preferred method for receiving mobile wallet content (46%), followed by a retailer text message (20%), and retailer Apps (19%) •  The majority of consumers (55%) would prefer to receive mobile wallet content weekly Source: Vibes 2013 mobile consumer survey – July 2013
  • 21. 21 ©2013 Vibes All rights reserved. Confidential #MobileWallet! Discussion topics The mobile wallet opportunity for marketers Key insights from consumer research report 5 tips for executing mobile wallet programs
  • 22. 22 ©2013 Vibes All rights reserved. Confidential 5 tips for executing successful mobile wallet programs! Being precise matters. With location-enabled mobile content, you want the location to be the entrance to the mall, the front door, or the center of your store. Location The dynamic nature of the non-payment side of the mobile wallet enables advanced programs where incentives can change based on time. Time-sensitive offers Updating mobile wallet content drives incremental traffic. Let your loyal customers know when you have new merchandise, sales, events and more. Update your mobile offers… frequently Leverage customer data to create personalized mobile wallet content based on their preferences, behaviors and purchase history. Personalize, Personalize, Personalize, Develop a predefined set of metrics to better understand your brand’s potential with the non-payment side of the mobile wallet. Quantify the results and identify success. Measurement and optimization Here are five tips to help you execute mobile wallet programs that drive engagement, loyalty, foot traffic — and your bottom line
  • 23. 23 ©2013 Vibes All rights reserved. Confidential Catapult offers integrated mobile wallet campaign management! SmartLink Technology! Google Wallet Apple Passbook Other
  • 24. 24 ©2013 Vibes All rights reserved. Confidential Catapult makes mobile wallet easy for marketers!
  • 25. 25 ©2013 Vibes All rights reserved. Confidential Get the report and infographic! Download the Report and Infographic here http://www.vibes.com/mobilewallet
  • 26. Mobile wallet shift: Non-payment opportunities for marketers SEPTEMBER 5, 2013! Mark Tack, Vice President, Marketing, Vibes! Rebecca Bogler, Sr. Director, Product Marketing, Vibes! Thank you!!