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Retail mCommerce

Retail mCommerce

Mobile & Tablet Marketing, Advertising & Coupon Strategies 2013-2017

Publisher: Juniper Research
Date Published: 23/01/2013
Category: Mobile Commerce
Coverage: Global - 8 Key Regions ◊


Fully Revised Forecast Suite 

Impact of mobile & tablets on retail marketing

Couponing, advertising & augmented reality

This third edition of Juniper’s report into Retail Marketing on mobile devices provides an in-depth analysis of retailer strategies within the mobile and tablet environment and assesses the opportunities presented by two critical arenas in the mobile commerce space: couponing and advertising.  It includes an updated set of forecasts, value chain and ecosystem analysis, key trends and case studies. This new study provides an invaluable guide to anyone seeking to work within the mobile retail space.   

What This Report Covers

The report explores the changing consumer mobile experience and how this is impacting on mobile’s role within multichannel retail marketing, focusing on key issues such as the emergence of the consumer tablet and the possibilities offered by AR (augmented reality).  It provides an analysis of mobile’s impact on both retail shopping channels and the mobile couponing ecosystem, assessing how the challenges and opportunities facing players have evolved, and highlighting the drivers and constraints that will shape the marketplace of tomorrow. 

Expert analysis is backed up by interviews with and commentaries from leading players across the mobile marketing value chain, including BuzzCity, Eagle Eye, Greystripe, Hipcricket, Opera, Telmap, Valassis and Velti.  It also includes a series of strategic recommendations designed to enable agencies, brands, retailers, couponing aggregators and operators to maximise their opportunity in this fast evolving market.

Market Forecasts

This report brings together in a single volume the key forecasts from Juniper Research’s Mobile Coupons and Mobile Advertising reports, including:

Mobile/Tablet Coupon users

Mobile Coupons issued and redeemed

Coupon Redemption values

Total Mobile Adspend

Mobile Adspend per device

Coupon Redemption values and adpsend are also combined to provide the total value of the mobile retail marketing space.


Table of Contents

Executive Summary
1 Mobile Retail Marketing Defined

1.1 Introduction: The Mobile as Retail “Hub”
1.1.1 Report Scope
1.2 Mobile Commerce
Figure 1.1: Mobile Commerce Market Segmentation
1.2.1 Mobile Payments
1.2.2 Mobile Retail Marketing
Figure 1.2: The Retail Customer Journey
1.2.3 Mobile Coupons & Vouchers and Mobile Loyalty
1.3 The Mobile Phone as a Retail Channel
1.4 The Changing Customer Mobile Experience
Figure 1.3: Driving and Enabling Mobile Retail: Mobile Broadband and  Smart Device Growth, 2007-2012 (m)
Table 1.1: Driving and Enabling Mobile Retail: Mobile Broadband and  Smart Device Growth, 2007-2012 (m)
1.4.1 The Mobile Retail Channel
Figure 1.4: The Mobile Device in the Retail Customer Journey
Figure 1.5: Mobile Location Services Applied to Retail
1.4.2 The State of Multichannel Retail Marketing
Table 1.2: Google/Ipsos Smartphone User Study - Multichannel Retail Purchase Process
1.4.3 Recent Trends in the Mobile Retail Experience
i. e Commerce is Migrating to a Mobile/Nomadic Environment
Figure 1.6: mCommerce vs ‘Fixed’ eCommerce (%), Split by 8 Key Regions, 2017
Table 1.3: mCommerce vs ‘Fixed’ eCommerce ($m), Split by 8 Key Regions, 2017
ii. The Rising Profile of the Tablet as an eCommerce/mCommerce Vehicle
iii. Brands are beginning to Embrace AR
a. Case Study: Total Immersion
- D’Fusion
- TryLive
Figure 1.7: TryLive Eyewear
b. Case Study: Blippar
Figure 1.8: Wrigley’s 5 Gum Blipp
iv. Mobile POS
Figure 1.9: AisleBuyer Mobile App
1.5 The Mobile Retail Market
1.5.1 The Evolution of the Mobile Retail Market
Figure 1.10: Mobile Retail Market Evolution
1.5.2 Mobile Retail Marketing Forecasts
Figure 1.11: The Mobile Retail Marketing Opportunity ($m)  Split by Coupons & Advertising 2012-2017
Table 1.4: The Mobile Retail Marketing Opportunity ($m)  Split by Coupons & Advertising 2012-2017
Figure 1.12: The Mobile Retail Marketing Opportunity ($m)  Split by 8 Key Regions 2012-2017
Table 1.5: The Mobile Retail Marketing Opportunity ($m) Split by 8 Key Regions 2012-2017

2 The Mobile Retail Value Chain

2.1 eCommerce & mCommerce Players
2.1.1 eBay Mobile
Figure 2.1: eBay Mobile Transaction Volumes ($m), By Billing Mechanism, 2008-2012
a. Developing the “couch commerce” revenue opportunity
2.1.2 Amazon
Figure 2.2: Amazon Mobile Shopping
2.2 Mobile Marketing Agencies & Loyalty Specialists
2.2.1 4th Screen Advertising
2.2.2 Fetch Media
2.2.3 Hipcricket
2.3 Smartphone App Developers
2.3.1 ShopSavvy
Figure 2.3 ShopSavvy
2.3.2 Digby
2.3.3 Shopkick
Figure 2.4: ShopKick Store Hardware
2.4 Mobile POS Vendors
2.4.1 Square
Figure 2.5: Square Card Reader
2.5 Retailers & Merchants
2.5.1 Heal’s & Digby (UK)
Figure 2.6: Heal’s Mobile Site
2.5.2 Target
2.6 Mobile Network Operators
2.6.1 AT&T and Digby
2.6.2 Telenor, Telia Denmark and Scanbuy
2.7 Analysis
2.7.1 Retail Shopping Channel
Figure 2.7: Retail Shopping Channels
Figure 2.8: Retail Shopping Channels – Impact of Mobile
2.7.2 Mobile Retail Players
Figure 2.9: Mobile Retail Players

3 Mobile Coupons: Market Development Trends & Forecasts

3.1 Introduction
3.2 The Mobile Coupon in Context
Figure 3.1: Mobile Coupon Roles
3.3 The Mobile Coupon Ecosystem
Figure 3.2: Closed Loop Couponing
3.4 Market Trends, Drivers and Constraints
Figure 3.3: Mobile Couponing Trends, Drivers & Constraints
3.4.1 Trends in the Mobile Couponing Space
i. Market Consolidation
ii. From Passive to Interactive Consumer
iii. Location is Key
iv. Redemption Patterns are Shifting
v. Brands Leveraging the Retail Database
vi. Brands, Merchants and Retailers getting On-board
vii. Enter the Payments Providers
viii. Driving Towards User Loyalty
Figure 3.4: Google Wallet Home Screen
ix. Mobile Couponing Accelerating in Emerging Markets
3.4.2 Driving Mobile Couponing
i. User Drivers
a. Economic Downturn
b. Convenience
c. Social Networking
Case Study: Foursquare
Case Study: Facebook
Social Networking and the Third-Party Opportunity
ii. Technology Drivers
a. Passbook May Galvanise the Couponing Space
Figure 3.5: Passbook Coupons
b. The Rise of the Mobile Wallet
c. Smartphone Growth & User Experience
d. The Rise of the Mobile App
e. NFC Coupons
Figure 3.6: Proxama NFC Smartposter
f. Rise of A2P SMS
g. Enhanced Security
iii. Retail/Marketing Drivers
a. Paper & Online Coupon Dissatisfaction
b. Media Fragmentation is Reducing Campaign Reach
c. Mobile Coupons Drive Retail Footfall and Brand Engagement
d. Cost Savings & Environmental Benefits
e. Proximity Marketing
f. Multiple Channel Synergies
g. High Rates of Malredemption in Traditional Couponing
h. Instant Campaigns
i. Smart Targeting
Figure 3.7: Kiip Game Reward
Figure 3.8: Coupon Targeting Platform Example
j. Smart Offers
k. Higher Redemption Rates
3.4.3 Constraints on the Mobile Couponing Opportunity
i. User Constraints
a. Privacy
b. Intrusion
c. Relevance
d. Ease of Use
ii. Technology Constraints
a. POS Redemption Technology
b. NFC is a Work in Progress
Figure 3.9: The NFC Consumer Journey
Mobile Wallet Readiness
iii. Marketing Constraints
a. Marketer & Retailer Mindset
b. Retailer POS Investment
c. Retailer Redemption Logistics
d. Success Measurements
e. Over-Success & Retail Dependency
3.5 Mobile Coupon Market Forecast
3.5.1 Mobile Coupon User Base
Figure 3.10: Mobile Coupon User Base (m) Split by 8 Key Regions 2012-2017
Table 3.1: Mobile Coupon User Base (m) Split by 8 Key Regions 2012-2017
3.5.2 Mobile Coupons Issued By Mobile Marketing Channel
Figure 3.11: Mobile Coupons Issued (%) Split by Mobile Marketing Channel 2012-2017
Table 3.2: Mobile Coupons Issued (%) Split by Mobile Marketing Channel 2012-2017
3.5.3 Total Number of Mobile Coupons Redeemed
Figure 3.12: Number of Mobile Coupons Redeemed Per Annum (m)  Split by 8 Key Regions 2012-2017
Table 3.3: Number of Mobile Coupons Redeemed Per Annum (m)  Split by 8 Key Regions 2012-2017
3.5.4 Total Mobile Coupon Redemption Value
Figure 3.13: Total Mobile Coupon Retail Redemption Value ($m)  Split by 8 Key Regions 2012-2017
Table 3.4: Total Mobile Coupon Retail Redemption Value ($m)  Split by 8 Key Regions 2012-2017
3.5.5 Redemption Rate
Table 3.5: Mobile Coupons Redeemed (%) Split by Mobile Marketing Channel 2012-2017
Table 3.6: Mobile Coupon Redemption Rate (%) Split by 8 Key Regions 2012-2017

4 Mobile Advertising: Campaigns & Market Forecast

4.1 Introduction
4.2 Categorising Mobile Advertising
4.2.1 Types of Advertising
Figure 4.1: Types of Mobile Advertising
4.2.2 Mobile Advertising Channels
Figure 4.2: Mobile Advertising Channels
i. Message Based Advertising
a. SMS Advertising
b. MMS Messaging
c. Targeting Advertising Messages
- Case Study: O2
ii. In-Content Advertising
a. Case Study: Nike Branded apps
- Nike Training Club
Figure 4.3: Nike Training Club
- Nike+
Figure 4.4: Nike+
b. Case Study: Google AdWords
Figure 4.5: AdWords App Targeting
iii. Mobile Internet Advertising
a. Case Study: Jumptap/Vibram
Figure 4.6: Vibram Expandable Banner Campaign
b. Case Study: Time Warner Cable
Figure 4.7: Time Warner Cable Campaign
iv. Ringback Tone Advertising
v. Idle Screen Advertising
4.3 Trends in the Mobile Advertising Market
4.3.1 Rich Media Ads Are Becoming Richer
Figure 4.8: Examples of Rich Media Ads on Yahoo!’s Australian Display Network
4.3.2 The Evolution of the Ad Technologies
Figure 4.9: Augmented Reality Example
4.3.3 The Rise of Analytics
4.3.4 Consolidation of the Market
Figure 4.10: Consolidation in the Mobile Advertising Market
4.4 What is Driving Mobile Advertising?
4.4.1 Shrinking Audiences for Traditional Media
4.4.2 Brands Are Increasingly Targeting Adverts
i. Mobile Offers Location Awareness
4.4.3 Internet Budgets Are Increasing
Figure 4.11: US Internet Advertising Spends ($bn) 2002 – 2011
4.4.4 Mobile is More Personal
4.4.5 The Rise of Smartphones and Tablets
Figure 4.12: Comparing Ad Units on Tablets and Smartphones
i. The App Store Effect
4.4.6 Mobile Offers Significant Reach
Table 4.1: Relative Reach of UK Media 2011
i. The App Caveat
4.4.7 The Rise of mCommerce
4.4.8 Mobile Social Media Offers Significant Opportunities
4.4.9 Mobile Offers Opt-In Advertising
4.4.10 Advanced Metrics and Targeting
4.4.11 High Response Rates Compared to Fixed Internet
4.5 Constraints on Mobile Advertising
4.5.1 Privacy
4.5.2 Fragmentation
Figure 4.13: Hardware/Software Versions of Apple’s iPhone
4.5.3 Lack of Optimisation on Mobile Web
4.5.4 An App is Not a Strategy
4.5.5 Handset Screen Dimensions
4.5.6 Spam
4.5.7 Mobile is an Unknown Quantity
4.6 The UDID Problem
4.6.1 What is a UDID?
4.7 The Market for Mobile Advertising
Figure 4.14: Total Mobile Advertising Spend ($m) Split by 8 Key Regions 2012 – 2017
Table 4.2: Total Mobile Advertising Spend ($m) Split by 8 Key Regions 2012 – 2017
Figure 4.15: Adspend ($) Per Mobile/Nomadic Device per Annum  Split by 8 Key Regions 2012-2017
Table 4.3: Adspend ($) Per Mobile/Nomadic Device Per Annum  Split by 8 Key Regions 2012-2017

Companies Referenced

Interviewed:  2ergo, Amobee, BuzzCity, Eagle Eye, Greystripe, Hipcricket, InMobi, Mobilistar, NCH, Opera Software Group, Proxama, Telmap, Valassis, Velti

Profiled:  4th Screen Advertising, Amazon, AT&T, Blippar, Digby, eBay, Facebook, Fetch Media, Foursquare, Hipcricket, Jumptap / Vibram, Nike Branded Apps, O2, Scanbuy, Shopkick, ShopSavvy, Target, Telenor, Telia Denmark, Time Warner Cable, Total Immersion

Mentioned:  1-800, 7-Eleven, Adelya, Adfonic, AdMarvel, Admob, AKQA, Alcatel, American Airlines, American Eagle Outfitters, Apple, Argos, Augme Technologies Inc, Autotrader, Babies ‘R’ Us, Barclaycard, Belle Tire, Best Buy, Brooks Brothers, Cabela’s, Cadbury, Chennai, Clear Channel, Coca Cola, CodeBroker, Columbia Records, Commidea, Costco, COUPIES, Crate and Barrel, Debenhams, Diageo, Direct Line, Dish, Disney, Domino's, Eagle Eye, Equinox, Fandango, FHM, Gap, Golfsmith, Google, Green Flag, Groupon, H&M, Heinz, hoppr,, Ingenico, InMobi, ITN, ITV, JCPenny, KFC, Kraft, Krispy Kreme Doughnuts, Live Nation/Ticketmaster, Lowe's, Lucidity Mobile, Lufthansa, Luup International, Macy's, McDonald's, Metro Herald, MillerCoors, MLB, Mobclix, Mobestream Media, Mobile Interactive Group, Natwest, Nearbuy Systems, Nestle, Nokia, NTT DoCoMo, Ocado, Orange, Orvis, PayPal, PETCO, Proctor & Gamble, Quattro Wireless, Raiffeisen Bank, RedPlum, Samsung, Save, Sega, Simon Property Group, SingTel, SK Telecom, SkyScanner, Somo, Sprint, Starbucks, Tagtile, TapBot, Target, Telecom Italia, Tesco, The Guardian, The Home Depot, The Sports Authority, The Sun, The Wet Seal, TRUSTe,, T-Mobile, Toys ‘R’ Us, Turkcell, Twitter, TwtQpon, Ugg Australia, Unilever, United, Valpak, Velti, VeriFone, Verizon, Vivitech, Vodafone, Vouchercloud, Waitrose, Walgreens, Warner Bros, West Elm, Wrigley's, Xbox, Yellow Pages, Yowza!

Extra Info

◊ 8 key regions includes:

North America, Latin America, Western Europe, Central & Eastern Europe, Far East & China, Indian Subcontinent, Rest of Asia Pacific and Africa & Middle East.



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Key Questions

 1. How much will mobile retail marketing be worth by 2017?

2. What strategies should players across the value chain employ to maximise their opportunities in mobile retail?

3. How has NFC been utilised in the couponing space?

4. What are the key constraints on mobile couponing deployments and adoption?

5. Which markets offers the greatest medium-term potential for mobile couponing?

6. What strategies should brands employ to optimise the success of mobile campaigns?

7. What are the primary distribution channels for mobile advertising?

8. How will mobile advertising adapt to the rise of the tablet?

9. What is the advertising potential of location-based technologies? 

10. Who are the major players in the mobile retail space?


Any Questions about this report please contact us.


Related Reports:

The Mobile Retail Marketing Briefing 2013-2017, The Mobile Retail Marketing Excel 2013-2017

Related Categories: Mobile Content & Applications

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