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""I really think there is a need here. Simplicity, efficiency and fun," he said. "There is a lot of power in being able to push coupons, updates to loyalty cards, tickets and payment options right to the lock screen of a consumer's device. Geo-locating passes is an incredibly powerful feature of the Passbook platform. Nothing could be simpler than shopping at a mall and automatically seeing the passes that are relevant to what's around me: 'Oh yeah, I forgot I had that 15 percent off coupon at Bose. I might as well stop in.' " That's exactly the sort of practical perk that Passbook's early adopting brands seem to love. Online movie ticket service Fandango was a Passbook launch partner, and the company president tells Adweek that the brand's iPhone app downloads skyrocketed with the debut of Passbook. While mobile tickets were already available through the Fandango app for select theaters, Passbook simply made them easier for customers to use. When you arrive at the theater before the movie, your mobile ticket pops up on your iPhone lock screen. Swipe the icon to open the ticket in Passbook (without even having to unlock your phone), and you're good to go."

Apple's Passbook will become even more useful today, thanks to the availability of new Passbook-integrated coupons from several major retailers, including Macy's, Old Navy, PETCO, Barnes & Noble, Jo-Anne Fabric, ULTA Beauty, Yankee Candle, Michaels, Sears, Sweet Tomatoes, PetSmart, and more. The coupons are being made available from digital couponing giant, Coupons.com, which is now offering Passbook coupons directly on its website.

Valpak adding Passbook support