Mobile Coupons

Overview

This sector focused mobile coupons report provides the most detailed analysis of the market to date.  It includes a six year forecasting suite presenting regional data on mobile coupon users, mobile coupon traffic and mobile coupon redemption value.

Key forecasts include the total number of mobile users who redeem mobile coupons, as well as the average and total number of mobile coupons redeemed per mobile coupon user, as well as the average mobile coupon value and the total mobile coupons redemption value.

The report investigates all current mobile coupon technologies including Code, (predominantly barcode but also SMS and MMS) and Contactless RFID & NFC (Near Field Communication).  It presents a number of examples of the applications and services that are currently being deployed for mobile coupons for both commercial and pilot deployments.

Key questions that the report answers:

•             How many mobile subscribers will use their mobiles to redeem coupons over the next five years?

•             Which will be the leading regions in the market in 2013?

•             What will be the size of overall mobile coupon redemption values?

•             What are the trends, drivers and constraints affecting the development of the market?

•             What will be the regional trends in mobile coupon values over the next five years?

•             What are the application scenarios for mobile coupons currently around the world?

Table of Contents

Executive Summary

1. Technology and Segmentation

1.1 Introduction

1.2 Definition

1.3 Technology

1.3.1. Code (predominantly bar code)

Figure 1.1: One-Dimensional Barcode

Figure 1.2: Two-Dimensional Barcode (PDF417)

Figure 1.3: Two-Dimensional Barcode

Figure 1.4: Two-Dimensional Barcode (MaxiCode) (DataMatrix)

Figure 1.5: Two-Dimensional Barcode (QR Code)

1.3.2. Contactless RFID - NFC

i.  Technology

Figure 1.6: Typical NFC Implementation

ii.  Uses

Figure 1.7: Oyster Card Using MIFARE Technology

Figure 1.8: Uses of NFC

iii.  Security

1.3.3 Contactless RFID - FeliCa

i.  Standards & Specification

Figure 1.9: Sony FeliCa IC Card and Reader/Writer

ii.  Security

Figure 1.10: Sony FeliCa Security Features

Figure 1.11: FeliCa Networks Platform Management

Figure 1.12: Uses of FeliCa

2. Market Trends, Drivers and Constraints

2.1 Introduction

2.2 Mobile Commerce Market Trends

2.2.1 Tellabs Interview

Figure 2.1: Tellabs Mobile Backhaul Solution

2.2.2 Bango Interview

Figure 2.2: Bango Analytics User Data Snapshot

2.3 Drivers & Constraints

Figure 2.3: Mobile Coupons: Summary of Market Drivers & Constraints

2.3.1 Drivers

i. User Demand

ii. Cost Savings

iii. Increase in ARPU

iv. One to One Marketing

v. Enhanced Security

vi. Increase in Customer Retention for Mobile Operators

vii. Environmental Benefits

viii. Higher Redemption Rates

ix. Convenience

x. Mobile Value Added Services (MVAS)

2.3.2 Constraints

i. Retailer Participation

ii. Managing the Coupon on the Phone

iii. MMS Issues

iv. Mobile Barcode Reading Issues

v. Operators Excluded?

vi. Availability of Capable Handsets

vii. Ecosystem Incentivisation

viii. Danger of Spam 

3. Vendor Strategies

3.1 Introduction

3.2 Vendors

3.2.1 Mobiqa

Figure 3.1: Mobiqa mobi-coupon

3.2.2 Trinity Mobile Interview

Figure 3.2: Trinity Mobile POS Integrated Fonescan™

3.2.3 Eagle Eye Solutions Interview

3.2.4 Gavitec Interview

i. EXIO

Figure 3.3: Gavitec EXIO Module

ii. MD-20

Figure 3.4: Gavitec MD-20 OEM Code Reader

iii. Lavasphere

Figure 3.5: Gavitec Lavasphere Software Product

3.2.5 Cellfire Interview

Figure 3.6: Cellfire 3.0 Mobile Coupon Process

Figure 3.7: Cellfire Category Filtering

Figure 3.8: Selected Cellfire Advertisers

Figure 3.9: Cellfire: Hardees Campaign Summary

Figure 3.10: Cellfire: Hollywood Video Campaign Summary

3.2.6 The Light Agency Interview

Figure 3.11: The Light Agency M BAR GO® Platform

Figure 3.12: The Light Agency WAP Voucher

3.2.7 bCODE Interview

Figure 3.13: bCode MediaPlane

4. Applications and Services Strategies

4.1 Introduction

4.2 USA: Tickets.com

Figure 4.1: Tickets.com Home Page

Figure 4.2: Mobile Tickets at Washington Nationals

4.3 USA: Fandango

Figure 4.3: Fandango For Your Mobile Phone

4.3 USA: Ikea

4.4 UK: Corney & Barrow

4.5 UK: Harveys/ITV

4.6 Portugal: McDonalds

4.7 Germany: H&M

Figure 4.4: Gavitec Mobile Coupons at an H&M Shop

4.8 Germany: Mindmatics

4.9 Japan: McDonalds

4.10 Japan: NTT DoCoMo Toruca service

Figure 4.5: NTT DoCoMo ToruCa in use

Figure 4.6: NTT DoCoMo ToruCa in use

4.11 Korea: SK Telecom OK CouFun service

4.12 Singapore: NETS

4.13 India: MoneySaver

Figure 4.6: MoneySaver SMS Mobile Coupon Service

5. Market Forecast

5.1 Introduction

5.2 Methodology

5.2.1 Geographical Splits

5.2.2 Approach and Assumptions

Figure 5.1: Mobile Coupons Market Forecast Methodology

5.3 Growth of the Cellular Market

5.3.1 Global Cellular Subscriber Market

Figure 5.2: Cellular Subscriber Growth (m) by Region, 2006-2013

Table 5.1: Cellular Subscriber Growth (m) by Region, 2006-2013

Figure 5.3: Cellular Subscriber Base, Market Share (%) by Region 2006-2013

Figure 5.4: Cellular Subscribers Penetration (%) by Region 2006-2013

5.3.2 Leading Mobile Operator Groups by Subscriber Base

Table 5.2: Leading Mobile Operator Groups by Subscriber Base (m) Q1 2008

5.3.3 Growth of 3G

Table 5.3: Global Cellular Subscriber Forecasts (m) by Technology (2G, 2.5G, 3G, 3.5G/3.9G) 2008-2013

Figure 5.5: Global Cellular Subscriber Forecasts (m) by Technology (2G, 2.5G, 3G, 3.5G/3.9G) 2008-2013

5.4 Regional Cellular Market Growth

5.4.1 North America

i. Mobile Phone Penetration

ii. US Market Structure

iii. 3G Adoption

Figure 5.6: North American Cellular Subscriber Forecasts (m) by Technology (2G, 2.5G, 3G, 3.5G/3.9G) 2008-2013

Table 5.4: North American Cellular Subscriber Forecasts (m) by Technology (2G, 2.5G, 3G, 3.5G/3.9G) 2008-2013

5.4.2 South America

i. Diverse Region

ii. Mobile Penetration Rates

iii. Dominant Technology

iv. Players in Region

Figure 5.7: South American Cellular Subscriber Forecasts (m) by Technology (2G, 2.5G, 3G, 3.5G/3.9G) 2008-2013

v. 3G Deployments

Table 5.5: South American Cellular Subscriber Forecasts (m) by Technology (2G, 2.5G, 3G, 3.5G/3.9G) 2008-2013

5.4.3 Western Europe

i. Mobile Penetration

Figure 5.8: Western Europe Cellular Subscriber Forecasts (m) by Technology (2G, 2.5G, 3G, 3.5G/3.9G) 2008-2013

ii. Market Structure

iii. 3G Penetration

Table 5.6: Western Europe Cellular Subscriber Forecasts (m) by Technology (2G, 2.5G, 3G, 3.5G/3.9G) 2008-2013

5.4.4 Eastern Europe

i. Mobile Penetration

Figure 5.9: Eastern Europe Cellular Subscriber Forecasts (m) by Technology (2G, 2.5G, 3G, 3.5G/3.9G) 2008-2013

Table 5.7: Eastern Europe Cellular Subscriber Forecasts (m) by Technology (2G, 2.5G, 3G, 3.5G/3.9G) 2008-2013

ii. 3G Penetration

5.4.5 Far East & China

i. Mobile Penetration

ii. 3G Services

Figure 5.10: Far East & China Cellular Subscriber Forecasts (m) by Technology (2G, 2.5G, 3G, 3.5G/3.9G) 2008-2013

Table 5.9: Far East & China Cellular Subscriber Forecasts (m) by Technology (2G, 2.5G, 3G, 3.5G/3.9G) 2008-2013

5.4.6 Indian Sub Continent

i. Mobile Penetration

Figure 5.11: Indian Sub Continent Cellular Subscriber Forecasts (m) by Technology (2G, 2.5G, 3G, 3.5G/3.9G) 2008-2013

ii. 3G Services

Table 5.9: Indian Sub Continent Cellular Subscriber Forecasts (m) by Technology (2G, 2.5G, 3G, 3.5G/3.9G) 2008-2013

5.4.7 Rest of Asia Pacific

i. Mobile Penetration

Figure 5.12: Rest of Asia Pacific Cellular Subscriber Forecasts (m) by Technology (2G, 2.5G, 3G, 3.5G/3.9G) 2008-2013

ii. 3G Adoption

Table 5.10: Rest of Asia Pacific Cellular Subscriber Forecasts (m) by Technology (2G, 2.5G, 3G, 3.5G/3.9G) 2008-2013

5.4.8 Africa & Middle East

i. Market Background

ii. Mobile Penetration

Figure 5.13: Africa & Middle East Cellular Subscriber Forecasts (m) by Technology (2G, 2.5G, 3G, 3.5G/3.9G) 2008-2013

iii. Players

iv. ARPU

v. 3G Adoption

Table 5.11: Africa & Middle East Cellular Subscriber Forecasts (m) by Technology (2G, 2.5G, 3G, 3.5G/3.9G) 2008-2013

5.5 Coupons Market Developments

5.6 Mobile Coupon Users

Table 5.12: Mobile Phone Users (%) Who Redeem Mobile Coupons: Regional Forecast 2008-2013

Figure 5.14: Total Mobile Phone Users (m) Who Redeem Mobile Coupons: Regional Forecast 2008-2013

Table 5.13: Total Mobile Phone Users (m) Who Redeem Mobile Coupons: Regional Forecast 2008-2013

5.7 Mobile Coupon Traffic

Figure 5.15: Average Number of Mobile Coupons Redeemed Per Mobile Coupon User: Regional Forecast 2008-2013

Table 5.14: Average Number of Mobile Coupons Redeemed Per Mobile Coupon User: Regional Forecast 2008-2013

Figure 5.16: Total Number of Mobile Coupons Redeemed (m): Regional Forecast 2008-2013

Table 5.15: Total Number of Mobile Coupons Redeemed (m): Regional Forecast 2008-2013

5.8 Mobile Coupon Redemption Value

Table 5.16: Average Mobile Coupon Value ($): Regional Forecast 2008-2013

Figure 5.17: Total Mobile Coupons Redemption Value ($m): Regional Forecast 2008-2013

Table 5.17: Total Mobile Coupons Redemption Value ($m): Regional Forecast 2008-2013

6. Standards & Forums

6.1 Introduction

6.1.1 Who is Doing What?

Table 6.1: Overview of Selected Forum Activity

6.2 dotMobi

6.3 EMVCo

6.4 ETSI

6.4.1 Members

6.5 European Payments Council

6.6 GSM Association

6.6.1 Pay-Buy Mobile

Figure 6.1: Pay-Buy Mobile Ecosystem

6.6.2 Members

6.7 GS1

6.7.1 Members

6.8 International Organisation for Standards (ISO)

6.8.1 Members

6.9 Mobey Forum

6.9.1 Members

6.10 Mobile Marketing Association

6.10.1 Members

6.11 Mobile Payment Forum

6.11.1 Members

6.12 NFC Forum

6.12.1 Members

6.13 Open Mobile Alliance (OMA)

6.13.1 Members

6.14 Smart Card Alliance

6.14.1 Members

Companies Referenced

Bango, bCODE, Cellfire, Corney & Barrow, dotMobi, Eagle Eye Solutions, EMVco, ETSI, European Payments Council, Fandango, FeliCa, Gavitec, GSI, GSM Association, H & M, Harveys/ITV, Ikea, International Organisation for Standards (ISO), McDonalds, Mindmatics, Mobey Forum, Mobile Marketing Association, Mobiqa, MoneySaver, NETS, NFC Forum, NTT DoCoMo, Open Mobile Alliance, Smart Card Alliance, Tellabs, The Light Agency, Tickets.com, Trinity Mobile.