Apple’s Wallet app has become a lot more useful since the launch of Apple Pay, but Politico has found another new purpose for the app that’s a little out of the ordinary. As noted by NiemanLab, Political Europe is using the Wallet app to send push notifications to users regarding the EU Referendum.
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Using a tool it created, Politico is allowing users to opt-into receiving push notifications for things like live polling results and breaking news alerts. The results appear on the back of the pass in the Wallet app.
Politico has started to test Apple Wallet as a news distribution channel via a new tool it calls EU Referendum Tracker. With the tool, which is available only on Apple devices, readers can opt in to receive live polling and results data, as well as breaking news alerts, which appear on the back of the pass. (Politico used the tool earlier on Thursday to push out the news about the death of British politician Jo Cox following an attack.) The EU Referendum Tracker sits alongside boarding passes and rewards cards in the Apple Wallet app.
Politico says that its goal with the Wallet push notifications is to see if it can drive growth via push notifications as opposed to building and developing their won app. “Our hypothesis is that [users’] threshold for the number of alerts they’re willing to receive might be higher if they’ve opted in to subscribe to a particular story rather than getting general push alerts,” Kate Day, Politico director of growth, said.
Day further praised the simplicity of the entire process, again allowing it to easily send notifications without putting forth too much effort.
Interested users can get the Wallet Pass by filling out the form here.