Apple Passbook 'a stroke of genius', says mobile chief

The head of mobile development for has described Apple's Passbook app, recently launched through iOS 6, as 'a stroke of genius'.

Passbook: 'A stroke of genius'

David Slocombe praised the ticketing app while discussing the growth of m-commerce as part of a panel discussion at AppWorld. Slocombe said the app, which aims to take the place of gift cards, loyalty cards, boarding passes and sports tickets, showed Apple's ambition to 'own' the post-purchase online space.

He explained: "For a customer like ours, they essentially come to us to save money, they want the cheapest deal and they want it now. Then they will go to the hotel and the restaurant, so essentially Apple is wanting to own that space.

"Travel customers are early adopters, especially in mobile. With Passbook, essentially you're just sent a link in an email once you've completed a booking and you open that on your iPhone it will open up a nice little credit card looking thing, essentially an animated wallet, so the next extension of that will be its integration."

He added that as result of the release of Passbook in a bid by Apple to 'own' the space, he couldn't see anyone else competing.

Slocombe later emphasised the issues around security and trust that users still have when using m-commerce and also highlighted the emerging technology as being an opportunity for new tech companies.

"If you're a start up or an SME this is a particularly exciting time," he said. "This is where the payments world is unlocking."

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Stephen Lepitak

Stephen Lepitak is editor of The Drum, with responsibility for overseeing the day-to-day running of the content produced for the various platforms run by the publication. Over the years he has interviewed agency network bosses such as Sir Martin Sorrell, Maurice Lévy and Arthur Sadoun, as well as Cindy Gallop, Kim Kardashian, film directors James Cameron, Spike Jonze and producers Harvey Weinstein and Lord David Puttnam. With a keen interest in media and breaking news, Lepitak has been with The Drum since 2005 and is based across its UK, US and Asia operations.

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