The Passbook digital-wallet application that Apple introduced last year is finding favor among many brands and retailers, such as Starbucks and Walgreens, Mark Walsh writes. "We've talked to a number of retailers that have found it very effective in terms of loyalty and couponing," said eMarketer's Noah Elkin. "The at-hand nature of [Passbook] and the ability of retailers to present that information in a very accessible way to customers is very appealing to both sides."

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