Abstract
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.
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!
Table of Contents
Executive Summary
- ES1 Introduction
- ES2 The Mobile Coupon in Context
- ES3 The Mobile Coupon Ecosystem
- ES4 Market Trends, Drivers & Constraints
- ES5 Mobile Coupon Market Forecast
- ES6 Recommendations
Mobile Coupons in Context
- 1.1 Mobile Commerce
- Figure 1.1: Mobile Commerce Market Segmentation
- 1.1.1Mobile Payments
- 1.1.2 Mobile Retail Marketing
- Figure 1.2: The Retail Customer Journey
- 1.1.3 Mobile Coupons & Vouchers and Mobile Loyalty
- i. Mobile Coupons & Vouchers
- Figure 1.3: Mobile Coupon & Voucher Variants
- 1.2 What Is a Mobile Coupon?
- Figure 1.4: Mobile Coupon Roles
- 1.3 Why Use Mobile Coupons?
- 1.3.1 The Revenge of the 'Bricks-and-Mortar' Retailer
- 1.3.2 The Holy Grail of Mobile Couponing
The Mobile Coupon Market
- 2.1 The Mobile Couponing Ecosystem
- Figure. 2.1: The Mobile Couponing Ecosystem
- i. Mobile Marketing Agency
- Figure 2.2: Mobile Marketing Agency Portfolio/Platform Example
- ii. Daily Deals Issuer
- iii. Mobile Web/Application Aggregator
- iv. Payments Provider
- v. Brand, Merchant & Retailer
- vi. POS Vendor
- vii. Mobile Network Operator
- 2.2 The Mobile Couponing Process
- 2.2.1 'Closed Loop' Couponing
- Figure 2.3: Closed Loop Couponing
- i. Validation
- ii. Analytics
- iii. Real Time Control
- 2.2.2 Brand Promotion Couponing
- Figure 2.4: Brand Promotions
- 2.2.3 Daily Deals Couponing
- Figure 2.5: Daily Deals
- Figure 2.6: Groupon Business Model
- 2.3 Mobile Coupon Lifecycle Options
- Figure 2.7: Mobile Coupon Lifecycle Options
- Figure 2.8: Simple Coupon Lifecycle Example
- 2.3.1 Discovery
- Figure 2.9: Mobile Coupon Discovery Options
- 2.3.2 Reply
- Figure 2.10: Mobile Coupon Reply Options
- 2.3.3 Delivery
- Figure 2.11: Mobile Coupon Delivery Options
- 2.3.4 Targeting
- Figure 2.12: Mobile Coupon Targeting Options
- 2.3.5 Offers
- Figure 2.13: Mobile Coupon Offer Options
- 2.3.6 Redemption
- Figure 2.14: Mobile Coupon Redemptions Options
- 2.3.7 Validation
- Figure 2.15: Mobile Coupon Validation Options
Market Trends, Drivers and Constraints
- 3.1 Introduction
- Figure 3.1: Mobile Coupon Market Trends, Drivers & Constraints
- 3.2 Trends
- 3.2.1 The Ecosystem Opportunity
- 3.2.2 Brands, Merchants and Retailers getting Onboard
- 3.2.3 Enter the Payments Providers
- 3.2.4 Operators Excluded?
- 3.2.5 Driving Towards User Loyalty
- Figure 3.2: Google Wallet Home Screen
- 3.3 Drivers
- 3.3.1 User Drivers
- i. Economic Downturn
- ii. Convenience
- iii. Social Networking
- Figure 3.3: Twitter User Coupon Service
- 3.3.2 Technology Drivers
- i. Smartphone Growth & User Experience
- ii. The Rise of the Mobile App
- Figure 3.4: iCircular Coupons App
- iii. NFC Coupons
- Figure 3.5: Jiepang NFC Smartposter
- iv. Tablets & eReaders
- Figure 3.6: Kindle Coupon
- v. Enhanced Security
- 3.3.3 Marketing Drivers
- i. Paper & Online Coupon Dissatisfaction
- ii. Cost Savings & Environmental Benefits
- iii. Proximity Marketing
- iv. Multiple Channel Synergies
- v. Instant Campaigns
- vi. Smart Targeting
- Figure 3.7: Kiip Game Reward
- Figure 3.8: Coupon Targeting Platform Example
- vii. Smart Offers
- Figure 3.9: The 'Scratch & Save' Coupon
- Figure 3.10: The 'Countdown' Coupon
- viii. Higher Redemption Rates
- 3.4 Constraints
- 3.4.1 User Constraints
- i. Privacy
- ii. Managing the Coupon on the Phone
- 3.4.2 Technology Constraints
- i. POS Redemption Technology
- 3.4.3 Marketing Constraints
- i. Marketeer & Retailer Mindset
- ii. Retailer POS Investment
- iii. Retailer Redemption Logistics
- iv Success Measurements
- v. Over-Success & Retail Dependency
- vi. Rural Markets
Market Forecasts
- 4.1 Introduction
- 4.2 Forecast Approach
- Fig 4.1: Juniper Research Forecast Approach
- 4.3 Changes to the Forecast
- 4.4 Forecast Methodology
- Figure. 4.2: Outline Mobile Coupon Forecast Methodology
- 4.4.1Mobile Coupons Issued
- Figure 4.3: Mobile Coupons Issued Source Reports
- Figure 4.4: Generic Mobile Marketing Channel Coupons Issued Methodology
61
- 4.5 Mobile Coupon Users Forecast
- 4.5.1Mobile Subscriber Base
- Figure 4.5: Mobile Subscriber Base (m) Split by 8 Key Regions 2011-2016
- Table 4.1: Mobile Subscriber Base (m) Split by 8 Key Regions 2011-2016
62
- 4.5.2 Mobile Coupon User Base
- Table 4.2: Mobile Subscriber Base (%) Who Use Mobile Coupons Split by 8
Key Regions 2011-2016
- Figure 4.6: Mobile Coupon User Base (m) Split by 8 Key Regions 2011-2016
- Table 4.3: Mobile Coupon User Base (m) Split by 8 Key Regions 2011-2016
64
- 4.6 Mobile Coupons Issued Forecast
- 4.6.1 SMS Mobile Coupons Issued
- Figure 4.7: Number of SMS Mobile Coupons Issued Per Annum (m) Split by
8 Key Regions 2011-2016
- Table 4.4: Number of SMS Mobile Coupons Issued Per Annum (m) Split by 8
Key Regions 2011-2016
- 4.6.2 MMS Mobile Coupons Issued
- Figure 4.8: Number of MMS Mobile Coupons Issued Per Annum (m) Split by
8 Key Regions 2011-2016
- Table 4.5: Number of MMS Mobile Coupons Issued Per Annum (m) Split by 8
Key Regions 2011-2016
- 4.6.3 Mobile Email Coupons Issued
- Figure 4.9: Number of Mobile Email Coupons Issued Per Annum (m) Split
by 8 Key Regions 2011-2016
- Table 4.6: Number of Mobile Email Coupons Issued Per Annum (m) Split by 8
Key Regions 2011-2016
- 4.6.4 Mobile Web Coupons Issued
- Figure 4.10: Number of Mobile Web Coupons Issued Per Annum (m) Split by
8 Key Regions 2011-2016
- Table 4.7: Number of Mobile Web Coupons Issued Per Annum (m) Split by 8
Key Regions 2011-2016
- 4.6.5 Mobile App Coupons Issued
- Figure 4.11: Number of Mobile App Coupons Issued Per Annum (m) Split by
8 Key Regions 2011-2016
- 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
- Figure 4.12: Number of NFC Coupons Issued Per Annum (m) Split by 8 Key
Regions 2011-2016
- 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
- Figure 4.13: Mobile Coupons Issued (%) Split by Mobile Marketing Channel
2011-2016
- Table 4.10: Mobile Coupons Issued (%) Split by Mobile Marketing Channel
2011-2016 71
- 4.6.8 Total Number of Mobile Coupons Issued
- Figure 4.14: Number of Mobile Coupons Issued Per Annum Across all
Channels (m) Split by 8 Key Regions 2011-2016
- Table 4.11: Number of Mobile Coupons Issued Per Annum Across all Channels
(m) Split by 8 Key Regions 2011-2016
- 4.6.9 Mobile Coupons Issued Per User
- Figure 4.15: Average Number of Mobile Coupons Issued Per Annum Per
Mobile Coupon User Split by 8 Key Regions 2011-2016
- Table 6.12: Average Number of Mobile Coupons Issued Per Annum Per Mobile
Coupon User Split by 8 Key Regions 2011-2016
- 4.6.10 Mobile Coupons Users By Mobile Marketing Channel
- Figure 4.21: Mobile Coupon Users (m) Split by Mobile Marketing Channel
2011-2016
- Table 4.10: Total Number of Mobile Coupon Users (m) Split by Mobile
Marketing Channel 2011-2016
- 4.7 Mobile Coupons Redeemed Forecast
- 4.7.1 Mobile Coupons Redeemed Per User
- Figure 4.17: Average Number of Mobile Coupons Redeemed Per Mobile Coupon
User Per Annum Split by 8 Key Regions 2011-2016
- Table 4.11: Average Number of Mobile Coupons Redeemed Per Mobile Coupon
User Per Annum Split by 8 Key Regions 2011-2016
- 4.7.2 Total Number of Mobile Coupons Redeemed
- Figure 4.18: Total Number of Mobile Coupons Redeemed Per Annum (m)
Split by 8 Key Regions 2011-2016
- Table 4.12: Number of Mobile Coupons Redeemed Per Annum (m) Split by 8
Key Regions 2011-2016
- 4.8 Mobile Coupon Retail Redemption Value Forecast
- 4.8.1 Average Mobile Coupon Redemption Value
- Table 4.13: Average Mobile Coupon Redemption Value ($) Split by 8 Key
Regions 2011-2016
- 4.8.2 Total Mobile Coupon Redemption Value
- Figure 4.19: Total Mobile Coupon Redemption Value ($m) Split by 8 Key
Regions 2011-2016
- Table 4.14: Total Mobile Coupons Retail Redemption Value ($m) Split by 8
Key Regions 2011-2016
- 4.9 Redemption Rate
- Figure 4.20: Mobile Coupon Redemption Rate (%) Split by 8 Key Regions
2011-2016
- Table 4.16: Mobile Coupon Redemption Rate (%) Split by 8 Key Regions
2011-2016
Vendor Analysis
- 5.1 Vendor Landscape
- Figure 5.1: Mobile Coupon Vendors
- 5.2 Vendor Analysis
- 5.2.1 New Vendor Assessment Criteria
- Table 5.1: Vendor Capability Assessment Factors
- 5.2.2 Limitations and Interpretation
- 5.2.3 Vendor Matrix Positioning - 2011
- Figure 5.2: Global Mobile Coupon Vendor Positioning Matrix 2011
- i. Summary
- ii. On Track Vendors
- iii. Vendors Exceeding Expectations
- iv. Vendors with Further Potential
- 5.3 Vendor Profiles
- 5.3.1 Commidea
- 5.3.2 Eagle Eye Solutions
- 5.3.3 Hipcricket
- 5.3.4 IMImobile
- 5.3.5 i-movo
- Figure 5.3 Booker Coupon
- Figure 5.4: i-movo Redemption & Staff Instructions
- 5.3.6 PayWizard
- 5.3.7 Poynt
- Figure 5.5: Poynt Days Inn Coupon Campaign
- 5.3.8 Proxama
- 5.3.9 Telmap
- Figure: 5.6 Telmap Optus App
