Use “Passbook” App to organize your Mobile Wallet

Apple announces a new application that will work nicely with the Apple’s iOS mobile operating system.  The announcement came at Apple’s Worldwide Developers Conference which began Monday morning. The “Passbook” app organizes your loyalty programs and other barcode-based “passes” into one easy storage unit. From coupons, cards, boarding passes, and loyalty programs all will be able to be accessed with the touch of your iDevice---just scan your iPhone or iPad these appear on your Lock screen at the time they are needed.

“Geolocation- The appropriate reward/incentive/gift card/ticket will be automatically presented for use as the iOS user enters the retail location.  Passbook is integrated with the lock screen so that when the device is near a retailer, a message pops up alerting the user that he or she has a ticket or rewards card that can be redeemed. This very powerful feature will allow users to have instant access to Passbook functions, however in the future retailers will be able to push offers/credits/incentives to users based on a number of criteria including location.” Stated Brian Roemmele, Alchemist & Metaphysician. [1]

For Apple this could be another feather in their cap but could spell trouble for smaller companies focused on location-based payment applications and cardless loyalty programs.  Apple has poised itself again with innovation and technology that is far reaching and has far reaching effects on consumers and the brands and companies that cater to them.