What is Passbook? The short answer is that it's a place for large retailers and brands to connect with consumers.
The list of the brands present is impressive enough to suggest that Apple's wallet app isn't too far from being what it set out to become: an iPhone repository for coupons, travel and event tickets, gift and loyalty cards, and vouchers. The stuff that otherwise clutters wallets and purses.
Large retailers and restaurant chains — from Walgreens to Target to Dunkin' Donuts to Starbucks — as well as event companies, global airlines, and sports leagues are already using it as a channel for acquiring and retaining customers.
Apple's Passbook is already the fourth-most popular mobile commerce app among U.S. consumers. One-fifth of iPhone owners use it. It's Apple's fast-maturing attempt at a virtual wallet.
The report includes over a half-dozen charts and datasets examining the intricacies of the Passbook ecosystem. Subscribers also receive full access to the BI Intelligence library of over 100 in-depth reports on mobile commerce, mobile payments, and 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 include a handful of mini-case studies, and examine data that reveals how successful certain brands and retailers have been with Passbook.
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?