Mobile Commerce: The Year of the Mobile Wallet? Better Luck Next Year

As for now, the only perceived drawback to iOS Passbook is that it doesn't allow consumers to make actual purchases. It only offers the ability to be a "wallet" replacement feature, holding your existing cards digitally. Closing the loop on purchase behaviors of consumers by collecting information such as geo-location, time of purchase, purchase volume, average cost of purchase, redemptions, etc., is key to helping marketers optimize their campaigns and better target consumers.