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iOS 6's new Passbook AppPassbook if the iOS 6 feature that businesses need to keep their eyes on. Passbook in iOS 6 is, like its name, a central storage for all your discount coupons, offers, tickets, loyalty cards and in theory, all location and time sensitive authentication devices.

Though people have been calling it a half-baked product, but that is partially because there are not many businesses using passbook coupons and offers at the moment. Once this changes, things are going to be much different. Passbook is also location sensitive so this is also going to make using it easier for people. It is only a matter of time when people start using it regularly and it becomes ubiquitous.

The problem Apple is trying to solve is a really good one and its about time it got an elegant solution. But the problem I see in Apple’s solution is that Apple is building a platform limited to Apple. In my opinion this problem should be solved jointly by all the major Mobile operating systems. Businesses can’t deal with all platforms, they see passes as passes, coupons as coupons. To them its a marketing tool.

This is where the opportunity lies, I believe. A layer that unifies all the major mobile platforms for passes. This is already happening in payments, but passes, not so much at the moment.

We are hoping to see some startups in this field soon. Thoughts? Please do share below.


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