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市場調查報告書
行動折價券市場分析與預測
Mobile Coupons: Market Analysis and Forecasts
| 出版商 |
ARCchart |
| 出版日期 |
2012年01月 |
商品編碼 |
228482 |
| 內容資訊 |
英文 |
| 價格 |
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行動折價券市場分析與預測 是由出版商ARCchart在2012年01月所出版的。
這份英文市場調查報告書價格從美金1533起跳。
數位優惠券是在優惠券市場成長最快的市場區隔，佔全部優惠券的10％。2011年的線上優惠券市場達到50億美元，行動折價券佔線上優惠券整體市場的15％。一般認為今後，行動折價券佔數位優惠券市場的比例將穩定增加，到2016年為止收益將達到90億美元。
本報告提供行動折價券市場相關調查，市場結構，市場趨勢，收購與合併活動及技術概要等分析，市場預測及主要企業的相關案例研究，為您概述為以下內容。
簡介
團購·優惠券企業
- Daily Deals
- Groupon的影響
- LivingSocial進入行動市場
- SavingStar複製網路優惠券
- Coupons.com定位於社交媒體
優惠券的行動化
- Groupon的'Groupon Now' 非常著名
- 智慧型手機的開放
- 強大的顧客支援·意願
行動折價券市場結構
- 價值鏈
- 競爭壓力
- 手機業者的定位
- Google進攻優惠券市場
- 社群網路企業
- 報社·印刷工程嘗試轉移到行動
市場趨勢
- 優惠券的飽和狀態導致客戶無動於衷
- Coupon Ninjas
- 行動電子錢包
- 商人專門的行動應用程式
- 時間·以定位為基礎的策略
- 手機相機的改善
- NFC
- 更好的分析
- 市場限制
收購與合併活動
- 2Ergo 收購ActiveMedia Group (2009年11月)
- Amazon以1億7500萬美元投資 LivingSocial (2010年12月)
- Qype收購 Cooldeals (2011年5月)
- nSphere 收購 Peekaboo Mobile(2011年5月)
- Alex Springer 收購kaufDa(2011年5月)
- LivingSocial收購 GoNabit (2011年6月)
- Google 收購 Zave (2011年9月Networks)
- Google 收購 DailyDeal.de (2011年9月)
- Coupons.com 獲得CouponStar (2011年20月)
技術概要
預測
相關案例研究
- 2Ergo & Ladbrokes
- Orange Wednesdays & Buongiorno
- O2 UK - You Are Here
- American Express提供隨選型優惠券
圖表
Abstract
Overviews
As newspaper readership declines and consumers increasingly look online for
savings, digital coupons are gaining significant momentum. Digital coupons
represent the fastest growing segment of the coupon industry, and accounted
for 10% of all coupons redeemed, up from 1% in 2006. In 2011, the market for
online coupons is expected to reach $5 billion, with mobile just 15% of the
overall online market. However, ARCchart expects mobile's share of the digital
coupon market to steadily grow over the coming years, reaching revenues of $9
billion by 2016.
There are a number of reasons for engaging in a mobile coupon campaign
including: increased repeat purchase, increased product awareness,
introduction of a new product, selling excess stock inventory, targeting
specific demographics, trading-up consumers, and responding to competitive
changes in the market. This study provides an analysis of the global mobile
coupon market.
Topics of coverage include:
- What is a mobile coupon/voucher?
- The Groupon affect
- The mobile coupon value proposition
- Industry ecosystem
- Profiles of the key coupon players
- Business models
- Recent M&A activity
- Distribution and redemption technologies
- Case studies of selected mobile coupon campaigns
- Global and regional marketing sizes and forecasts
Companies and organisations mentioned, discussed or reviewed include:
- 2Ergo
- ActiveMedia
- AirMiles
- Amazon
- American Eagle
- American Express
- AMEX
- Apple
- Associated Press
- AT&T
- Best Buy
- Blockbuster
- Buongiorno
- Citibank
- Coca-Cola
- Coupon Sherpa
- Coupons.com
- CouponStar
- Eagle Eye Solutions
- FaceBook
- FeliCa Networks
- Ford Motors
- FourSquare
- Gap
- Google
- Groupon
- HBO
- infoEther
- kaufDA
- Ladbrokes
- Levi
- LivingSocial
- Loopt
- Macy's
- MasterCard
- McDonalds
- Microsoft
- Mobiqpons
- Motorola
- Nectar
- Nokia
- nSphere
- O2 UK
- Odeon
- Orange UK
- PayEx
- Placecast
- QderoPateo
- Qwikker Solutions
- Qype
- Safeway
- SavingStar
- Shopkick
- Sprint
- Starbucks
- Subway
- T-Mobile USA
- Target
- Telefonica
- Telenor
- Tesco
- Valuecodes
- Velti
- Verizon
- Visa
- Vodafone UK
- VoucherCloud
- Walmart
- YOOSE
- Yowza
- Zave Networks
- Zed
Answers and opinions are provided with respect to the following essential questions:
- How is the traditional print media combating the challenge from digital
coupons?
- How will NFC impact the mobile coupon market?
- Will QR codes, Microsoft Tags and JAGTAGs co-exist or will one dominate?
- What portion of the digital coupon market will mobile account for by 2016?
- How will average consumer voucher spending evolve over the coming years?
- Is there really a danger of coupon saturation leading to consumer apathy?
- Is there a coupon revenue opportunity for mobile operators?
- How are the leading social networking players exploiting mobile coupons?
- Does it make sense for brands to take a direct-to-consumer approach for
their coupon distribution?
- What is the coupon opportunity for Google Wallet?
Table of Contents
A. INTRODUCTION
- A.1 How Do Mobile Vouchers Work?
- A.2 The Mobile Voucher Value Proposition
- Drives In-store Sales
- Saves Printing
- Measurability
- Proximity Marketing
- Allows Retailers to Test Mobile Commerce
- Broad Appeal
- Recession Leads to Bargain Hunters
- Cost Effectiveness
- Appeals to a Key Demographic
- A.3 Business Models
- Types of Mobile Coupons
- Coupon Aggregator Model
B. GROUP BUYING & COUPONING COMPANIES
- B.1 Daily Deals
- B.2 The Groupon Affect
- B.3 LivingSocial Goes Mobile
- B.4 SavingStar Replicates the Newsprint Coupons
- B.5 Coupons.com Targets Social Media
C. MOBILISING COUPONS
- C.1 'Groupon Now' Given Prominence by Groupon
- C.2 Smartphones Open the Door
- C.3 Strong Consumer Support & Awareness
- Preference for Mobile Interaction
- High Awareness of Mobile Apps
- Privacy
D. MOBILE COUPON MARKET STRUCTURE
- D.1 Value Chain
- Enabler
- Distribution
- Carrier Involvement
- Non-Carrier Involvement
- Consumption
- D.2 Competitive Pressures
- Direct to Consumer
- The Amazon Challenge
- D.3 Mobile Operator Positioning
- Mobile Operators Fight Back
- Telenor and PayEx form Valuecodes
- Churn Reduction
- O2
- Vodafone
- Telefonica
- Verizon
- D.4 Google Attacks the Coupon Market
- Google's Favourite Places Program
- Google Wallet
- D.5 Social Networking Companies
- D.6 Newspapers & Print Advertisers Attempt Move to Mobile
E. MARKET TRENDS
- E.1 Coupon Saturation Leading to Consumer Apathy
- E.2 Coupon Ninjas
- E.3 Mobile Wallet
- E.4 Merchant-specific Mobile App
- E.5 Time and Location-Based Strategies
- E.6 Improvement in Phone Cameras
- E.7 Near Field Communications
- E.8 Better Analytics
- E.9 Market Limitations
- Limited Mobile Coupon Reach
- Limited Coupon-Ready Audience
- Challenge of Replicating Traditional Coupons
- Costs to Scale
- Potential to Slow Checkout Process
- Lack of Standards
- Over-Saturation
F. M&A ACTIVITY
- 2Ergo Acquires ActiveMedia Group (Nov 2009)
- Amazon Invests $175 million In LivingSocial (Dec 2010)
- Qype Acquires Cooldeals (Mar 2011)
- nSphere Acquires Peekaboo Mobile (Mar 2011)
- Alex Springer Acquires kaufDa (Mar 2011)
- LivingSocial Acquires GoNabit (June 2011)
- Zave Networks Acquired By Google (Sept 2011)
- Google Acquires DailyDeal.de (Sep 2011)
- Coupons.com Acquires CouponStar (Oct 2011)
G. TECHNOLOGY OVERVIEW
- G.1 Distribution & Redemption
- SMS and MMS
- Chip & Pin Voucher Redemption
- G.2 Readable Codes or Tags
- QR Codes
- Mobile OS Support
- Reading and Decoding Challenges
- Storefronts with Scannable QR Codes
- Microsoft Tag
- JAGTAG
- G.3 NFC
- Challenges with NFC Adoption
- NFC Carrier Billing
- Google & NFC
- Apple's iCoupons
- Patents
- G.4 Bluetooth
- G.5 Mobile Apps
- G.6 Geofencing
H. FORECASTS
- H.1 Mobile Coupon Market
- Regional Breakdown
- Online versus Mobile Coupons
- Revenue by Device Type
- H.2 Average User Spend
- H.3 Delivery Technology
I. CASE STUDIES
- I.1 2Ergo & Ladbrokes
- I.2 Orange Wednesdays & Buongiorno
- I.3 O2 UK - You Are Here
- I.4 American Express Offers On-Demand Coupons
List of Figures
- Figure 1 - Mobile vouchers workflow
- Figure 2 - Groupon revenues by quarter: 2009 - 2011
- Figure 3 - Schematic of the Groupon business model
- Figure 4 - Groupon quarterly unique visitor growth: 2010 - 2011
- Figure 5 - Groupon customer acquisition cost: 2010 - 2011
- Figure 6 - Revenues and coupon volumes compared for Groupon, LivingSocial
& Google
- Figure 7 - Groupon Now as proportion of total Groupon North American
revenues
- Figure 8 - Average deal economics for Groupon & Groupon Now compared
- Figure 9 - Installed base of smartphones and non-smartphone handset: 2011
- 2016
- Figure 10 - Mobile coupon value chain
- Figure 11 - Brands disintermediate voucher providers
- Figure 12 - Google favourite places
- Figure 13 - Google Wallet on the Nexus S 4G handset
- Figure 14 - FourSquare digital coupon
- Figure 15 - Shipment of NFC-enabled handsets: 2011 - 2015
- Figure 16 - Performance of mobile coupon compared with various traditional
coupons
- Figure 17 - QR Code structure
- Figure 18 - QR storefront
- Figure 19 - Use of tags or QR Codes for lunchtime promotions
- Figure 20 - Tags and QR Code designs compared
- Figure 21 - Microsoft Tag in action
- Figure 22 - JAGTAG
- Figure 23 - Google's Nexus S smartphone with embedded NFC
- Figure 24 - Starbucks geofencing coupon promotion in London
- Figure 25 - Global mobile coupon redemption revenue: 2011 - 2016
- Figure 26 - Mobile coupon revenue by region: 2011 - 2016
- Figure 27 - Mobile coupon revenue as a subset of online coupon revenue:
2011 - 2016
- Figure 28 - Global mobile coupon revenue by handset type: 2011 - 2016
- Figure 29 - Estimated average annual user coupon spend by handset type:
2011
- Figure 30 - Mobile coupon revenue by coupon delivery technology: 2011 -
2016
- Figure 31 - Orange Wednesdays promotion
- Figure 32 - Orange Wednesday pizza promotion
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