Mobile wallets are an often overlooked marketing channel that provide many of the same features as mobile apps, but with lower barriers to adoption and lower churn rates. eMarketer's Rahul Chadha spoke with Danny Ackerman, senior director of platform at Urban Airship, about the ways in which marketers can best tap into mobile wallets to deliver value to customers. Ackerman was interviewed as part of eMarketer's August report, "Mobile Proximity and Peer-to-Peer Payments 2018: How Starbucks, Walmart and Zelle Are Leading in Mobile Payments."
Do marketers need to think differently about mobile passes on mobile wallets?
Mobile passes take what is traditionally a paper, or plastic, static asset and make it a living, breathable digital asset on your phone. You can update it, send new content to it and, in most cases, you can send notifications.