Why Apple’s Passbook is a bigger must-have for marketers than ever

 Passbook app on Apple iOS 7 devices

Passbook app on Apple iOS 7 devices

Many of the enhancements available in iOS 7 point to how Apple is addressing mobile wallets as enhancing the shopping experience with offers and in-store information rather than by enabling payments, where adoption has been slow.

With redemption rates typically higher for mobile coupons that their print counterparts, the newly updated Passbook will give marketers a way to easily boost their overall couponing strategies by making it easy to add print coupons to Passbook and share the savings with friends. Other marketer-friendly updates in iOS 7 to include automatic updates for applications and the new iBeacon service that could enhance in-store shopping.

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