Outspoken, a B2C mobile messaging company, has announced the expansion of its mobile marketing platform to support the Apple Passbook application. According to the company, Outspoken's clients will now be able to send passes, including coupons, gift cards, boarding passes and more, directly to their mobile customers via an MMS or SMS text message. Outspoken says its offering is the first end-to-end Passbook integration that uses SMS and MMS mobile messaging to deliver and import Passbook passes.
Passbook is a mobile application, available on all new and the majority of existing iPhones, that stores personal items such as airline boarding passes, coupons, movie tickets, loyalty cards and gift cards, while also allowing users to access and redeem these passes from one location on their smartphone. Passbook is often customized by location, so the pass will dynamically open up on the device when a consumer arrives at the relevant location (i.e., a boarding pass will appear upon arrival at the airport).
Historically, Passbook was only available to consumers who downloaded a merchant's mobile application or received passes delivered via email, which has limited the reach of Passbook to typically only a fraction of a merchant's overall customer base, the company said.
"Passbook's rapid growth demonstrates that consumers want to receive valuable offers and store useful information, like boarding passes and loyalty cards, on their mobile devices," said James Citron, president of Outspoken. "Starting today, merchants can now reach all of their customers with Passbook offers because passes can now be delivered via Outspoken's SMS and MMS messaging platform, which reaches 98 percent of United States consumers."