One of the few surprises about the iPhone 5 and iOS 6 was Passbook. And if there is any feature that is still a bit of an unknown, it is Passbook. According to Apple, Passbook will let users store things like boarding passes, movie tickets, retail coupons, loyalty cards, and so on, in one place. Passes can be added via the App Store, and through email and websites, and participating businesses can then scan the location-aware passes on iDevices.
Businesses will have to take some time to get their heads around Passbook, and any privacy issues that might arise from its use. But it's not difficult to imagine Passbook being effectively combined with social media updates, as well as contests and other incentives promoted from Facebook, Twitter, Pinterest, and other services.