Mobile Coupons
Ecosystem Analysis & Marketing Channel Strategy 2011-2016
| Publisher: | Juniper Research |
| Date Published: | 02/11/2011 |
| Category: | Mobile Commerce |
| No of Pages: | 110 |
| Coverage: | Global - 8 Key Regions |
Overview
- 20 Forecast
Tables & 16 Charts: Global & Regional
- 6 Year
Market Analysis by Redemption Rate & Value
- Assessment
of 9 Key Mobile Coupons Players
This cutting edge report unlocks the potential of the mobile
coupons market, pinioning the developments and challenges which accompany the
emergence of new variants, delivery methods and consumer targeting. An analysis
of various mobile coupon business models, distinguishing vouchers and daily
deals from true discount mobile coupons, as well as a breakdown of applications
used to distribute mobile coupons, are included.
In addition to defining the new dimensions of mobile coupons
in the mobile commerce ecosystem, retailers, payment providers and MNOs will
find relevant strategic recommendations for key and adjacent players in the
mobile coupon industry. This study encompasses not only the mobile coupon's
journey from issue to redemption, it also illustrates to readers the worth of
data gathered from the coupon process towards enhanced customer loyalty.
Benefits of this Report:
• Quantified market sizing for mobile coupons segmented by number of users, number of coupons (both issued and redeemed), average redemption rate and mobile marketing channel.
• Detailed appraisal of the key enabling position that mobile coupons play in the mobile commerce market between mobile advertising, payments and loyalty.
• Vendor analysis, matrix and strategic assessment of executive-level mobile coupons players.
Table of Contents
- Executive Summary
ES1 Introduction........................................................................................................... 7
ES2 The Mobile Coupon
in Context........................................................................ 8
ES3 The Mobile Coupon
Ecosystem........................................................................ 8
ES4 Market Trends,
Drivers & Constraints........................................................... 9
ES5 Mobile Coupon Market
Forecast................................................................... 10
ES6 Recommendations............................................................................................. 14- Mobile Coupons in Context
1.1 Mobile Commerce............................................................................................... 17
Figure 1.1: Mobile
Commerce Market Segmentation................................................................................ 17
1.1.1Mobile Payments..................................................................................................... 18
1.1.2 Mobile Retail Marketing.......................................................................................... 18
Figure 1.2: The Retail
Customer Journey.................................................................................................... 19
1.1.3 Mobile Coupons & Vouchers and Mobile Loyalty................................................... 19
i. Mobile Coupons &
Vouchers.......................................................................................................................... 20
Figure 1.3: Mobile
Coupon & Voucher Variants....................................................................................... 20
1.2 What Is a Mobile Coupon?................................................................................. 21
Figure 1.4: Mobile
Coupon Roles................................................................................................................. 21
1.3 Why Use Mobile
Coupons?................................................................................ 22
1.3.1 The Revenge of
the ‘Bricks-and-Mortar' Retailer.................................................... 22
1.3.2 The Holy Grail of
Mobile Couponing..................................................................... 22- The Mobile Coupon Market
2.1 The Mobile
Couponing Ecosystem.................................................................. 24
Figure. 2.1: The Mobile
Couponing Ecosystem......................................................................................... 25
i. Mobile Marketing
Agency................................................................................................................................. 25
Figure 2.2: Mobile
Marketing Agency Portfolio/Platform Example......................................................... 26
ii. Daily Deals Issuer............................................................................................................................................. 26
iii. Mobile
Web/Application Aggregator........................................................................................................... 26
iv. Payments Provider........................................................................................................................................... 26
v. Brand, Merchant
& Retailer............................................................................................................................ 26
vi. POS Vendor...................................................................................................................................................... 27
vii. Mobile Network
Operator............................................................................................................................ 27
2.2 The Mobile
Couponing Process........................................................................ 27
2.2.1 ‘Closed Loop'
Couponing....................................................................................... 28
Figure 2.3: Closed Loop
Couponing............................................................................................................ 28
i. Validation............................................................................................................................................................ 29
ii. Analytics............................................................................................................................................................. 29
iii. Real Time Control........................................................................................................................................... 29
2.2.2 Brand Promotion
Couponing................................................................................. 29
Figure 2.4: Brand
Promotions....................................................................................................................... 29
2.2.3 Daily Deals
Couponing........................................................................................... 30
Figure 2.5: Daily Deals................................................................................................................................... 30
Figure 2.6: Groupon
Business Model........................................................................................................... 31
2.3 Mobile Coupon
Lifecycle Options.................................................................... 32
Figure 2.7: Mobile
Coupon Lifecycle Options............................................................................................ 32
Figure 2.8: Simple
Coupon Lifecycle Example........................................................................................... 33
2.3.1 Discovery............................................................................................................... 33
Figure 2.9: Mobile
Coupon Discovery Options......................................................................................... 34
2.3.2 Reply...................................................................................................................... 35
Figure 2.10: Mobile
Coupon Reply Options.............................................................................................. 35
2.3.3 Delivery.................................................................................................................. 36
Figure 2.11: Mobile
Coupon Delivery Options......................................................................................... 36
2.3.4 Targeting................................................................................................................ 37
Figure 2.12: Mobile
Coupon Targeting Options....................................................................................... 37
2.3.5 Offers..................................................................................................................... 38
Figure 2.13: Mobile
Coupon Offer Options............................................................................................... 38
2.3.6 Redemption............................................................................................................ 39
Figure 2.14: Mobile
Coupon Redemptions Options................................................................................. 39
2.3.7 Validation............................................................................................................... 40
Figure 2.15: Mobile
Coupon Validation Options...................................................................................... 40- Market Trends, Drivers and Constraints
3.1 Introduction.......................................................................................................... 41
Figure 3.1: Mobile
Coupon Market Trends, Drivers & Constraints....................................................... 42
3.2 Trends.................................................................................................................... 42
3.2.1 The Ecosystem
Opportunity................................................................................... 42
3.2.2 Brands, Merchants
and Retailers getting Onboard................................................. 42
3.2.3 Enter the
Payments Providers................................................................................ 43
3.2.4 Operators
Excluded?.............................................................................................. 43
3.2.5 Driving Towards
User Loyalty................................................................................ 44
Figure 3.2: Google
Wallet Home Screen.................................................................................................... 44
3.3 Drivers.................................................................................................................... 45
3.3.1 User Drivers........................................................................................................... 45
i. Economic Downturn......................................................................................................................................... 45
ii. Convenience...................................................................................................................................................... 45
iii. Social Networking............................................................................................................................................ 45
Figure 3.3: Twitter
User Coupon Service................................................................................................... 46
3.3.2 Technology
Drivers................................................................................................ 46
i. Smartphone Growth
& User Experience...................................................................................................... 46
ii. The Rise of the
Mobile App............................................................................................................................ 46
Figure 3.4: iCircular
Coupons App.............................................................................................................. 47
iii. NFC Coupons.................................................................................................................................................. 47
Figure 3.5: Jiepang NFC
Smartposter........................................................................................................... 47
iv. Tablets &
eReaders.......................................................................................................................................... 48
Figure 3.6: Kindle
Coupon............................................................................................................................ 48
v. Enhanced Security............................................................................................................................................ 48
3.3.3 Marketing Drivers................................................................................................... 49
i. Paper & Online
Coupon Dissatisfaction....................................................................................................... 49
ii. Cost Savings &
Environmental Benefits........................................................................................................ 49
iii. Proximity
Marketing........................................................................................................................................ 49
iv. Multiple Channel
Synergies............................................................................................................................ 49
v. Instant Campaigns............................................................................................................................................ 49
vi. Smart Targeting................................................................................................................................................ 50
Figure 3.7: Kiip Game Reward...................................................................................................................... 50
Figure 3.8: Coupon Targeting Platform Example...................................................................................... 51
vii. Smart Offers..................................................................................................................................................... 51
Figure 3.9: The
‘Scratch & Save' Coupon................................................................................................... 51
Figure 3.10: The
‘Countdown' Coupon...................................................................................................... 52
viii. Higher Redemption
Rates............................................................................................................................ 52
3.4 Constraints............................................................................................................ 52
3.4.1 User Constraints.................................................................................................... 52
i. Privacy................................................................................................................................................................. 52
ii. Managing the Coupon
on the Phone............................................................................................................ 53
3.4.2 Technology
Constraints......................................................................................... 53
i. POS Redemption
Technology......................................................................................................................... 53
3.4.3 Marketing
Constraints............................................................................................ 53
i. Marketeer &
Retailer Mindset.......................................................................................................................... 53
ii. Retailer POS
Investment.................................................................................................................................. 54
iii. Retailer
Redemption Logistics....................................................................................................................... 54
iv.. Success
Measurements................................................................................................................................... 54
v. Over-Success &
Retail Dependency.............................................................................................................. 55
vi. Rural Markets................................................................................................................................................... 55- Market Forecasts
4.1 Introduction.......................................................................................................... 57
4.2 Forecast Approach............................................................................................. 57
Fig 4.1: Juniper Research Forecast Approach............................................................................................ 57
4.3 Changes to the
Forecast................................................................................... 58
4.4 Forecast
Methodology....................................................................................... 59
Figure. 4.2: Outline Mobile Coupon Forecast
Methodology................................................................... 59
4.4.1Mobile Coupons
Issued........................................................................................... 60
Figure 4.3: Mobile Coupons Issued Source
Reports................................................................................. 61
Figure 4.4: Generic Mobile Marketing Channel
Coupons Issued Methodology.................................. 61
4.5 Mobile Coupon Users
Forecast........................................................................ 62
4.5.1Mobile Subscriber
Base........................................................................................... 62
Figure 4.5: Mobile Subscriber Base (m) Split
by 8 Key Regions 2011-2016........................................ 62
Table 4.1: Mobile Subscriber Base (m) Split
by 8 Key Regions 2011-2016...................................... 62
4.5.2 Mobile Coupon
User Base...................................................................................... 63
Table 4.2: Mobile Subscriber Base (%) Who Use
Mobile Coupons Split by 8 Key
Regions 2011-2016 63
Figure 4.6: Mobile Coupon User Base (m) Split
by 8 Key Regions 2011-2016.................................. 64
Table 4.3: Mobile Coupon User Base (m) Split
by 8 Key Regions 2011-2016................................. 64
4.6 Mobile Coupons
Issued Forecast..................................................................... 65
4.6.1 SMS Mobile
Coupons Issued.................................................................................. 65
Figure 4.7: Number of
SMS Mobile Coupons Issued Per Annum (m)
Split by 8 Key Regions 2011-2016 65
Table 4.4: Number of
SMS Mobile Coupons Issued Per Annum (m)
Split by 8 Key Regions 2011-2016 65
4.6.2 MMS Mobile
Coupons Issued................................................................................. 66
Figure 4.8: Number of
MMS Mobile Coupons Issued Per Annum (m)
Split by 8 Key Regions 2011-2016 66
Table 4.5: Number of
MMS Mobile Coupons Issued Per Annum (m)
Split by 8 Key Regions 2011-2016 66
4.6.3 Mobile Email
Coupons Issued................................................................................. 67
Figure 4.9: Number of
Mobile Email Coupons Issued Per Annum (m)
Split by 8 Key Regions 2011-2016 67
Table 4.6: Number of
Mobile Email Coupons Issued Per Annum (m)
Split by 8 Key Regions 2011-2016 67
4.6.4 Mobile Web
Coupons Issued.................................................................................. 68
Figure 4.10: Number of
Mobile Web Coupons Issued Per Annum (m)
Split by 8 Key Regions 2011-2016 68
Table 4.7: Number of
Mobile Web Coupons Issued Per Annum (m)
Split by 8 Key Regions 2011-2016 68
4.6.5 Mobile App
Coupons Issued................................................................................... 69
Figure 4.11: Number of
Mobile App Coupons Issued Per Annum (m)
Split by 8 Key Regions 2011-2016 69
Table 4.8: Number of
Mobile Web Coupons Issued Per Annum (m)
Split by 8 Key Regions 2011-2016 69
4.6.6 NFC Mobile
Coupons Issued.................................................................................. 70
Figure 4.12: Number of
NFC Coupons Issued Per Annum (m) Split
by 8 Key Regions 2011-2016 70
Table 4.9: Number of
NFC Coupons Issued Per Annum (m) Split
by 8 Key Regions 2011-2016 70
4.6.7 Mobile Coupons
Issued By Mobile Marketing Channel........................................... 71
Figure 4.13: Mobile
Coupons Issued (%) Split by Mobile Marketing Channel 2011-2016................ 71
Table 4.10: Mobile
Coupons Issued (%) Split by Mobile Marketing Channel 2011-2016................. 71
4.6.8 Total Number of
Mobile Coupons Issued............................................................... 72
Figure 4.14: Number of
Mobile Coupons Issued Per Annum Across all Channels (m) Split by 8 Key Regions 2011-2016 72
Table 4.11: Number of
Mobile Coupons Issued Per Annum Across all Channels (m) Split by 8 Key Regions 2011-2016 72
4.6.9 Mobile Coupons
Issued Per User........................................................................... 73
Figure 4.15: Average
Number of Mobile Coupons Issued Per Annum
Per Mobile Coupon User Split by 8 Key Regions 2011-2016............................................................................................................................................................................ 73
Table 6.12: Average
Number of Mobile Coupons Issued Per Annum
Per Mobile Coupon User Split by 8 Key Regions 2011-2016............................................................................................................................................................................ 74
4.6.10 Mobile Coupons
Users By Mobile Marketing Channel.......................................... 74
Figure 4.21: Mobile Coupon Users (m) Split by
Mobile Marketing Channel 2011-2016.................. 74
Table 4.10: Total Number of Mobile Coupon Users
(m) Split by Mobile Marketing Channel
2011-2016 75
4.7 Mobile Coupons
Redeemed Forecast............................................................. 75
4.7.1 Mobile Coupons
Redeemed Per User..................................................................... 75
Figure 4.17: Average
Number of Mobile Coupons Redeemed Per Mobile Coupon User Per Annum Split by 8 Key Regions 2011-2016................................................................................................................................................................... 75
Table 4.11: Average
Number of Mobile Coupons Redeemed Per Mobile Coupon User Per Annum Split by 8 Key Regions 2011-2016................................................................................................................................................................... 76
4.7.2 Total Number of
Mobile Coupons Redeemed......................................................... 76
Figure 4.18: Total Number of Mobile Coupons Redeemed Per Annum (m) Split by 8 Key Regions 2011-2016 76
Table 4.12: Number of Mobile Coupons Redeemed Per Annum
(m) Split by 8 Key Regions 2011-2016 77
4.8 Mobile Coupon
Retail Redemption Value Forecast.................................... 77
4.8.1 Average Mobile
Coupon Redemption Value........................................................... 77
Table 4.13: Average
Mobile Coupon Redemption Value ($) Split
by 8 Key Regions 2011-2016 78
4.8.2 Total Mobile
Coupon Redemption Value................................................................ 79
Figure 4.19: Total
Mobile Coupon Redemption Value ($m) Split by 8 Key Regions 2011-2016.... 79
Table 4.14: Total
Mobile Coupons Retail Redemption Value ($m)
Split by 8 Key Regions 2011-2016 79
4.9 Redemption Rate................................................................................................. 80
Figure 4.20: Mobile
Coupon Redemption Rate (%) Split by 8 Key Regions 2011-2016................... 80
Table 4.16: Mobile
Coupon Redemption Rate (%) Split by 8 Key Regions 2011-2016.................... 81- Vendor Analysis
Executive Summary
ES1 Introduction........................................................................................................... 7
ES2 The Mobile Coupon
in Context........................................................................ 8
ES3 The Mobile Coupon
Ecosystem........................................................................ 8
ES4 Market Trends,
Drivers & Constraints........................................................... 9
ES5 Mobile Coupon Market
Forecast................................................................... 10
ES6 Recommendations............................................................................................. 14
Mobile Coupons in
Context
1.1 Mobile Commerce............................................................................................... 17
Figure 1.1: Mobile
Commerce Market Segmentation................................................................................ 17
1.1.1Mobile Payments..................................................................................................... 18
1.1.2 Mobile Retail Marketing.......................................................................................... 18
Figure 1.2: The Retail
Customer Journey.................................................................................................... 19
1.1.3 Mobile Coupons & Vouchers and Mobile Loyalty................................................... 19
i. Mobile Coupons &
Vouchers.......................................................................................................................... 20
Figure 1.3: Mobile
Coupon & Voucher Variants....................................................................................... 20
1.2 What Is a Mobile Coupon?................................................................................. 21
Figure 1.4: Mobile
Coupon Roles................................................................................................................. 21
1.3 Why Use Mobile
Coupons?................................................................................ 22
1.3.1 The Revenge of
the ‘Bricks-and-Mortar' Retailer.................................................... 22
1.3.2 The Holy Grail of
Mobile Couponing..................................................................... 22
The Mobile Coupon Market
2.1 The Mobile
Couponing Ecosystem.................................................................. 24
Figure. 2.1: The Mobile
Couponing Ecosystem......................................................................................... 25
i. Mobile Marketing
Agency................................................................................................................................. 25
Figure 2.2: Mobile
Marketing Agency Portfolio/Platform Example......................................................... 26
ii. Daily Deals Issuer............................................................................................................................................. 26
iii. Mobile
Web/Application Aggregator........................................................................................................... 26
iv. Payments Provider........................................................................................................................................... 26
v. Brand, Merchant
& Retailer............................................................................................................................ 26
vi. POS Vendor...................................................................................................................................................... 27
vii. Mobile Network
Operator............................................................................................................................ 27
2.2 The Mobile
Couponing Process........................................................................ 27
2.2.1 ‘Closed Loop'
Couponing....................................................................................... 28
Figure 2.3: Closed Loop
Couponing............................................................................................................ 28
i. Validation............................................................................................................................................................ 29
ii. Analytics............................................................................................................................................................. 29
iii. Real Time Control........................................................................................................................................... 29
2.2.2 Brand Promotion
Couponing................................................................................. 29
Figure 2.4: Brand
Promotions....................................................................................................................... 29
2.2.3 Daily Deals
Couponing........................................................................................... 30
Figure 2.5: Daily Deals................................................................................................................................... 30
Figure 2.6: Groupon
Business Model........................................................................................................... 31
2.3 Mobile Coupon
Lifecycle Options.................................................................... 32
Figure 2.7: Mobile
Coupon Lifecycle Options............................................................................................ 32
Figure 2.8: Simple
Coupon Lifecycle Example........................................................................................... 33
2.3.1 Discovery............................................................................................................... 33
Figure 2.9: Mobile
Coupon Discovery Options......................................................................................... 34
2.3.2 Reply...................................................................................................................... 35
Figure 2.10: Mobile
Coupon Reply Options.............................................................................................. 35
2.3.3 Delivery.................................................................................................................. 36
Figure 2.11: Mobile
Coupon Delivery Options......................................................................................... 36
2.3.4 Targeting................................................................................................................ 37
Figure 2.12: Mobile
Coupon Targeting Options....................................................................................... 37
2.3.5 Offers..................................................................................................................... 38
Figure 2.13: Mobile
Coupon Offer Options............................................................................................... 38
2.3.6 Redemption............................................................................................................ 39
Figure 2.14: Mobile
Coupon Redemptions Options................................................................................. 39
2.3.7 Validation............................................................................................................... 40
Figure 2.15: Mobile
Coupon Validation Options...................................................................................... 40
Market Trends, Drivers
and Constraints
3.1 Introduction.......................................................................................................... 41
Figure 3.1: Mobile
Coupon Market Trends, Drivers & Constraints....................................................... 42
3.2 Trends.................................................................................................................... 42
3.2.1 The Ecosystem
Opportunity................................................................................... 42
3.2.2 Brands, Merchants
and Retailers getting Onboard................................................. 42
3.2.3 Enter the
Payments Providers................................................................................ 43
3.2.4 Operators
Excluded?.............................................................................................. 43
3.2.5 Driving Towards
User Loyalty................................................................................ 44
Figure 3.2: Google
Wallet Home Screen.................................................................................................... 44
3.3 Drivers.................................................................................................................... 45
3.3.1 User Drivers........................................................................................................... 45
i. Economic Downturn......................................................................................................................................... 45
ii. Convenience...................................................................................................................................................... 45
iii. Social Networking............................................................................................................................................ 45
Figure 3.3: Twitter
User Coupon Service................................................................................................... 46
3.3.2 Technology
Drivers................................................................................................ 46
i. Smartphone Growth
& User Experience...................................................................................................... 46
ii. The Rise of the
Mobile App............................................................................................................................ 46
Figure 3.4: iCircular
Coupons App.............................................................................................................. 47
iii. NFC Coupons.................................................................................................................................................. 47
Figure 3.5: Jiepang NFC
Smartposter........................................................................................................... 47
iv. Tablets &
eReaders.......................................................................................................................................... 48
Figure 3.6: Kindle
Coupon............................................................................................................................ 48
v. Enhanced Security............................................................................................................................................ 48
3.3.3 Marketing Drivers................................................................................................... 49
i. Paper & Online
Coupon Dissatisfaction....................................................................................................... 49
ii. Cost Savings &
Environmental Benefits........................................................................................................ 49
iii. Proximity
Marketing........................................................................................................................................ 49
iv. Multiple Channel
Synergies............................................................................................................................ 49
v. Instant Campaigns............................................................................................................................................ 49
vi. Smart Targeting................................................................................................................................................ 50
Figure 3.7: Kiip Game Reward...................................................................................................................... 50
Figure 3.8: Coupon Targeting Platform Example...................................................................................... 51
vii. Smart Offers..................................................................................................................................................... 51
Figure 3.9: The
‘Scratch & Save' Coupon................................................................................................... 51
Figure 3.10: The
‘Countdown' Coupon...................................................................................................... 52
viii. Higher Redemption
Rates............................................................................................................................ 52
3.4 Constraints............................................................................................................ 52
3.4.1 User Constraints.................................................................................................... 52
i. Privacy................................................................................................................................................................. 52
ii. Managing the Coupon
on the Phone............................................................................................................ 53
3.4.2 Technology
Constraints......................................................................................... 53
i. POS Redemption
Technology......................................................................................................................... 53
3.4.3 Marketing
Constraints............................................................................................ 53
i. Marketeer &
Retailer Mindset.......................................................................................................................... 53
ii. Retailer POS
Investment.................................................................................................................................. 54
iii. Retailer
Redemption Logistics....................................................................................................................... 54
iv.. Success
Measurements................................................................................................................................... 54
v. Over-Success &
Retail Dependency.............................................................................................................. 55
vi. Rural Markets................................................................................................................................................... 55
Market Forecasts
4.1 Introduction.......................................................................................................... 57
4.2 Forecast Approach............................................................................................. 57
Fig 4.1: Juniper Research Forecast Approach............................................................................................ 57
4.3 Changes to the
Forecast................................................................................... 58
4.4 Forecast
Methodology....................................................................................... 59
Figure. 4.2: Outline Mobile Coupon Forecast
Methodology................................................................... 59
4.4.1Mobile Coupons
Issued........................................................................................... 60
Figure 4.3: Mobile Coupons Issued Source
Reports................................................................................. 61
Figure 4.4: Generic Mobile Marketing Channel
Coupons Issued Methodology.................................. 61
4.5 Mobile Coupon Users
Forecast........................................................................ 62
4.5.1Mobile Subscriber
Base........................................................................................... 62
Figure 4.5: Mobile Subscriber Base (m) Split
by 8 Key Regions 2011-2016........................................ 62
Table 4.1: Mobile Subscriber Base (m) Split
by 8 Key Regions 2011-2016...................................... 62
4.5.2 Mobile Coupon
User Base...................................................................................... 63
Table 4.2: Mobile Subscriber Base (%) Who Use
Mobile Coupons Split by 8 Key
Regions 2011-2016 63
Figure 4.6: Mobile Coupon User Base (m) Split
by 8 Key Regions 2011-2016.................................. 64
Table 4.3: Mobile Coupon User Base (m) Split
by 8 Key Regions 2011-2016................................. 64
4.6 Mobile Coupons
Issued Forecast..................................................................... 65
4.6.1 SMS Mobile
Coupons Issued.................................................................................. 65
Figure 4.7: Number of
SMS Mobile Coupons Issued Per Annum (m)
Split by 8 Key Regions 2011-2016 65
Table 4.4: Number of
SMS Mobile Coupons Issued Per Annum (m)
Split by 8 Key Regions 2011-2016 65
4.6.2 MMS Mobile
Coupons Issued................................................................................. 66
Figure 4.8: Number of
MMS Mobile Coupons Issued Per Annum (m)
Split by 8 Key Regions 2011-2016 66
Table 4.5: Number of
MMS Mobile Coupons Issued Per Annum (m)
Split by 8 Key Regions 2011-2016 66
4.6.3 Mobile Email
Coupons Issued................................................................................. 67
Figure 4.9: Number of
Mobile Email Coupons Issued Per Annum (m)
Split by 8 Key Regions 2011-2016 67
Table 4.6: Number of
Mobile Email Coupons Issued Per Annum (m)
Split by 8 Key Regions 2011-2016 67
4.6.4 Mobile Web
Coupons Issued.................................................................................. 68
Figure 4.10: Number of
Mobile Web Coupons Issued Per Annum (m)
Split by 8 Key Regions 2011-2016 68
Table 4.7: Number of
Mobile Web Coupons Issued Per Annum (m)
Split by 8 Key Regions 2011-2016 68
4.6.5 Mobile App
Coupons Issued................................................................................... 69
Figure 4.11: Number of
Mobile App Coupons Issued Per Annum (m)
Split by 8 Key Regions 2011-2016 69
Table 4.8: Number of
Mobile Web Coupons Issued Per Annum (m)
Split by 8 Key Regions 2011-2016 69
4.6.6 NFC Mobile
Coupons Issued.................................................................................. 70
Figure 4.12: Number of
NFC Coupons Issued Per Annum (m) Split
by 8 Key Regions 2011-2016 70
Table 4.9: Number of
NFC Coupons Issued Per Annum (m) Split
by 8 Key Regions 2011-2016 70
4.6.7 Mobile Coupons
Issued By Mobile Marketing Channel........................................... 71
Figure 4.13: Mobile
Coupons Issued (%) Split by Mobile Marketing Channel 2011-2016................ 71
Table 4.10: Mobile
Coupons Issued (%) Split by Mobile Marketing Channel 2011-2016................. 71
4.6.8 Total Number of
Mobile Coupons Issued............................................................... 72
Figure 4.14: Number of
Mobile Coupons Issued Per Annum Across all Channels (m) Split by 8 Key Regions 2011-2016 72
Table 4.11: Number of
Mobile Coupons Issued Per Annum Across all Channels (m) Split by 8 Key Regions 2011-2016 72
4.6.9 Mobile Coupons
Issued Per User........................................................................... 73
Figure 4.15: Average
Number of Mobile Coupons Issued Per Annum
Per Mobile Coupon User Split by 8 Key Regions 2011-2016............................................................................................................................................................................ 73
Table 6.12: Average
Number of Mobile Coupons Issued Per Annum
Per Mobile Coupon User Split by 8 Key Regions 2011-2016............................................................................................................................................................................ 74
4.6.10 Mobile Coupons
Users By Mobile Marketing Channel.......................................... 74
Figure 4.21: Mobile Coupon Users (m) Split by
Mobile Marketing Channel 2011-2016.................. 74
Table 4.10: Total Number of Mobile Coupon Users
(m) Split by Mobile Marketing Channel
2011-2016 75
4.7 Mobile Coupons
Redeemed Forecast............................................................. 75
4.7.1 Mobile Coupons
Redeemed Per User..................................................................... 75
Figure 4.17: Average
Number of Mobile Coupons Redeemed Per Mobile Coupon User Per Annum Split by 8 Key Regions 2011-2016................................................................................................................................................................... 75
Table 4.11: Average
Number of Mobile Coupons Redeemed Per Mobile Coupon User Per Annum Split by 8 Key Regions 2011-2016................................................................................................................................................................... 76
4.7.2 Total Number of
Mobile Coupons Redeemed......................................................... 76
Figure 4.18: Total Number of Mobile Coupons Redeemed Per Annum (m) Split by 8 Key Regions 2011-2016 76
Table 4.12: Number of Mobile Coupons Redeemed Per Annum
(m) Split by 8 Key Regions 2011-2016 77
4.8 Mobile Coupon
Retail Redemption Value Forecast.................................... 77
4.8.1 Average Mobile
Coupon Redemption Value........................................................... 77
Table 4.13: Average
Mobile Coupon Redemption Value ($) Split
by 8 Key Regions 2011-2016 78
4.8.2 Total Mobile
Coupon Redemption Value................................................................ 79
Figure 4.19: Total
Mobile Coupon Redemption Value ($m) Split by 8 Key Regions 2011-2016.... 79
Table 4.14: Total
Mobile Coupons Retail Redemption Value ($m)
Split by 8 Key Regions 2011-2016 79
4.9 Redemption Rate................................................................................................. 80
Figure 4.20: Mobile
Coupon Redemption Rate (%) Split by 8 Key Regions 2011-2016................... 80
Table 4.16: Mobile
Coupon Redemption Rate (%) Split by 8 Key Regions 2011-2016.................... 81
Vendor Analysis
5.1 Vendor Landscape............................................................................................... 82
Figure 5.1: Mobile
Coupon Vendors............................................................................................................ 82
5.2 Vendor Analysis................................................................................................... 84
5.2.1 New Vendor
Assessment Criteria........................................................................... 84
Table 5.1: Vendor
Capability Assessment Factors.................................................................................. 84
5.2.2 Limitations and
Interpretation............................................................................... 85
5.2.3 Vendor Matrix
Positioning - 2011........................................................................... 86
Figure 5.2: Global
Mobile Coupon Vendor Positioning Matrix 2011................................................... 86
i. Summary.............................................................................................................................................................. 86
ii. On Track Vendors........................................................................................................................................... 87
iii. Vendors Exceeding
Expectations................................................................................................................. 87
iv. Vendors with
Further Potential..................................................................................................................... 87
5.3 Vendor Profiles.................................................................................................... 88
5.3.1 Commidea.............................................................................................................. 88
5.3.2 Eagle Eye
Solutions................................................................................................ 90
5.3.3 Hipcricket.............................................................................................................. 92
5.3.4 IMImobile............................................................................................................... 94
5.3.5 i-movo.................................................................................................................... 96
Figure 5.3 Booker Coupon............................................................................................................................ 97
Figure 5.4: i-movo Redemption & Staff
Instructions.................................................................................. 97
5.3.6 PayWizard............................................................................................................. 98
5.3.7 Poynt...................................................................................................................... 99
Figure 5.5: Poynt Days
Inn Coupon Campaign....................................................................................... 100
5.3.8 Proxama............................................................................................................... 101
5.3.9 Telmap................................................................................................................. 103
Figure: 5.6 Telmap Optus App................................................................................................................... 104
Companies Referenced
Aircel, Airtel, Amazon, Apple, , Augme Technologies, Aurora Fashions, BBC, Belle Tire, Blockbuster, BP, BSNL, BT, Clear Channel, Comet, Commidea, CouponCabin, Day’s Inn, Eagle Eye Solutions, Facebook, Fancharge, Ford, Gemalto, , Google, Groupon, Hipcricket, Hypertag, IMImobile, i-movo, JAGTAG, John Lewis Partnership, Karen Miller, KFC, Kiip, LivingSocial, Macy’s, Mastercard, Meteor, Microsoft, MillerCoors, Millicom, , Mobiqua, Mobitel, MTN, MTS, Navteq, Nestle, , Nokia, O2, Optus, Orange, Orange FT Group, PayWizard, Pipistrel, Point International, Poynt, Proxama, QT, RBS, Reliance, Reuters, RIM, SCVNGR, Seibu Group, SFR, SingTel, Sky, Star TV, Tata, Telefonica, Telefonica-O2, Telmap, Tesco, T-Mobile, Toys R Us, Twitter, Verifone, Virgin, Virgin Active, Virgin Mobile, Virgin Money, ViVOTech, Vodacom, Vodafone, WIN Plc.,Yahoo!
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Key Questions
- What is the difference between a mobile coupon, a mobile voucher and a mobile “daily deal”? How do their business models differ?
- What are the unique benefits of mobile coupons and what is the global and regional size of the mobile coupons market?
- What are the advantages, disadvantages and capacities of the different mobile coupon marketing channels (SMS, MMS, Mobile Email, Mobile Web, Mobile Apps and NFC)?
- What are the main hurdles to overcome for a successful mobile couponing campaign and what redemption rates can be achieved?
- What is the future of mobile couponing? What sort of targeting will increase redemption rates?
- Do MNOs play a key part in the mobile coupon ecosystem? What other players can capitalise on their position in the mobile coupons market?
- How can mobile coupons be used by bricks and mortar retailers to win back customers from online storefronts and increase lifetime loyalty?
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