Urban Airship Unveils Adaptive Pass Management to Offer Marketers Easy Personalization and Targeted Real-Time Updates for Every Mobile Wallet Pass

Innovative Adaptive Link solution eliminates need for marketers to involve developers to create highly personalized Apple Wallet and Android Pay wallet passes

PORTLAND, Ore. — October 26, 2017 — This year the average retailer will see the majority of online traffic come from mobile devices, and more than half of in-store spend will be influenced by digital, making it a crucial time for businesses to move beyond static plastic and paper-based loyalty cards and coupons and mobilize them for ongoing customer engagement. To speed the transition, digital growth company Urban Airship today announced Adaptive Pass Management for Urban Airship Reach, which allows marketers to create mobile wallet passes individualized to each customer and orchestrate automated, in-the-moment pass content updates and lockscreen notifications.

At the heart of Adaptive Pass Management is an innovative technology called Adaptive Link™, which allows marketers to easily and automatically create and deliver mobile wallet passes with important personalization details like the customer’s name, location, OS, member ID, loyalty status/points or product affinities. By eliminating the need for marketers to work with developers to setup API integrations for pass personalization, marketers can more quickly launch large-scale mobile wallet marketing campaigns that are personalized, which nearly 80 percent of millennials and almost three-quarters of households with higher incomes are more likely to add to their phones. In addition, Adaptive Link helps more marketers take advantage of built-in functionality like expiration reminders and proximity alerts by automatically adding the 10 nearest stores or locations to each individual customer’s pass.

More than 40 percent of consumers always or often forget to bring paper coupons or plastic loyalty cards when they shop — for millennials it’s more than half. Transitioning these to mobile wallet passes reduces environmental waste and marketing costs, turning traditional purchase incentives into ongoing engagement. In addition, a recent study of one million Apple Wallet coupons and loyalty cards of major retail brands found widespread peer-to-peer sharing. Coupons were shared to more than four other devices on average, providing a compelling opportunity for business to unlock network effects for growth.

“Urban Airship’s mobile wallet marketing solution makes it easy for merchants to maximize the benefits of Android Pay,” said Spencer Spinnell, Director, Business Development, Google. “With simplified personalization and engagement, brands can get closer to their customers at the right time and place.”

Adaptive Pass Management for Urban Airship Reach includes:

  • Adaptive Link: user-level personalization through a simple query link
  • Customer Segmentation: target wallet content and notifications based on a customer’s latest context
  • Dynamic Updates: for ongoing mobile wallet pass updates on the same downloaded pass
  • Enterprise-Class APIs: trigger notifications and pass updates from server-side events like a purchase or gate change
  • Automation: send in-the-moment contextual pass updates and notifications using customers’ latest activity


With Adaptive Pass Management for Urban Airship Reach, membership-based organizations like airlines, hotels, grocery stores, insurance companies or gyms can immediately add value and convenience to passes by showing customers their progress towards bonus incentives and automatically alerting them when new levels are achieved. Others focused on coupon redemption will benefit from having nearby locations instantly added to passes with redemption events triggering additional offers based on customers’ affinities.

“For the first time, marketers can simply and easily create a personalized, persistent mobile experience on customers’ phones without an app,” said Brett Caine, CEO and president, Urban Airship. “Mobile wallets not only replace legacy plastic and paper loyalty cards and coupons, they offer a highly visible communications channel and sustained engagement with your most loyal customers.”

Recently, Forrester Research, Inc., named Urban Airship a Leader in “The Forrester WaveTM: Mobile Engagement Automation, Q3 2017.”

About Urban Airship

Urban Airship® is trusted by thousands of businesses to drive growth with mobile. Every day, marketers and developers depend on Urban Airship to deliver billions of digital moments through personalized, interactive notifications that inspire interest and drive action. Urban Airship is used by many of the world’s most admired companies, including Adidas, Alaska Airlines, The Home Depot, NBC Universal, Sky plc and Zillow.

For more information, visit www.urbanairship.com, read our blog and follow us on Twitter or LinkedIn.